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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/uva-darden-bcg-pricing-strategy-cost-economics
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课程名称：成本与经济学在定价策略中的应用 课程概述：本课程旨在回答企业如何确定产品和服务的价格。传统上，企业通常基于生产或提供商品和服务的成本来确定价格。该课程探讨了基于成本的定价背后的经济因素，以及这种定价方法的优缺点。课程由弗吉尼亚大学达登商学院开发，顶尖的达登教授和波士顿咨询集团的全球定价专家共同授课，为学员提供了实用的、基于研究的模型和方法，帮助他们制定能够最大化利润的定价策略。 学习目标： - 运用基础经济学知识做出更好的定价决策 - 识别价格歧视机会（对不同买家出售相同产品的不同价格）并推荐策略以最大化销售和利润 - 计算三种类型的价格弹性，以确定价格对需求的影响 - 分析并应用不同的定价模型，包括： - 成本加成定价 - 边际成本加成定价 - 峰值负载定价 - 基于指数的定价 - 评估渠道中介和客户生命周期价值对定价的影响 课程大纲： 第1部分：定价基本原理 在第一周，我们将介绍与定价相关的一些基本经济学原则，如成本及其变动的影响，并探讨拍卖这一定价机制。 第2部分：价格歧视 第二周将探讨如何为不同客户细分设定价格以最大化利润，并讨论价格和利润的“瀑布”模型以及基于消费量定价的策略。 第3部分：常见定价指标：弹性 第三周我们将深入需求建模，了解回归分析及其在价格优化中的应用，帮助你掌握需求与价格之间的关系。 第4部分：渠道与直销定价 最后一周将重点讨论渠道定价的关键概念，如双重边际化和客户生命周期价值，以及改进直销定价的三种技术，并通过零售中继的案例进行分析。 该课程将为你提供扎实的理论基础和实用的技能，帮助你在定价策略上做出精准的决策。
Part: 1
Title:Pricing Fundamentals
Description:Welcome to the first week of Cost and Economics in Pricing Strategy course! We'll begin our study of pricing by looking at some basic economic principles relevant to pricing, such as cost and cost variations and what that implies about the supply curve. Then we'll take a closer look at one pricing mechanism: auctions. You will never look at eBay the same!
Part: 2
Title:Price Discrimination
Description:This week we'll tackle three areas that will help you improve the effectiveness of your pricing strategy. First, we'll take a look at price discrimination and how to set prices for different customer segments to maximize profits. You'll learn about the price and margin waterfall and how creating one for your business can help identify "leaks" that you can prevent. Then we'll examine volume-based pricing, or pricing differently for different volumes to encourage consumption, of a consumer product: Heinz Ketchup. When we're done, you'll be very aware of the impact package size has on your own consumption--and how to use this knowledge to price products.
Part: 3
Title:Common Pricing Metrics: Elasticities
Description:This week we'll dive deep into the world of demand modeling. We'll start with a brief overview of regressions--what they are, why they're useful and how to calculate them using Excel. Then you'll get a chance to use regressions as you learn about three types of elasticities--relationships between demand and price or other factors--and the drivers of these elasticities. We'll finish with a price optimization based on demand models--a truly useful method for pricing based on economic factors. By the end of this week, you'll be able to impress your colleagues and friends with your knowledge of mathematical models and how to use them to inform your pricing strategy!
Part: 4
Title:Channel and Direct-to-Consumer Pricing
Description:Welcome to our final week together in this course! We'll finish by discussing key concepts related to channel pricing--or pricing through the supply chain. You'll learn about double-marginalization, time value of money, and customer lifetime value (CLV)--not only what they are, but how to use them to improve pricing decisions. Then we'll show you three different pricing techniques that you can use to improve direct-to-consumer pricing. You'll finish with a real-world case analysis of Retail Relay, an online grocery ordering and delivery service. You'll be able to recommend a viable approach to their pricing dilemma based on knowledge from this course. Enjoy!
How much should you charge for your products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing approach. Developed at the Darden School of Business at the University of Virginia, and led by top-ranked Darden faculty and Boston Consulting Group global pricing experts, the course provides the practical and research-based models and methods you need to set prices that maximize your profits. By the end of this course, you’ll be able to: --Apply knowledge of basic economics to make better pricing decisions --Recognize opportunities for price discrimination—selling the same product at different prices to different buyers—and recommend strategies to maximize sales and profits --Calculate three types of price elasticities to determine the impact of price on demand --Analyze and apply different pricing models -Cost-plus pricing -Marginal cost-plus pricing -Peak-load pricing -Index-based pricing --Evaluate the impact of channel intermediaries and customer lifetime value on pricing
