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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/uva-darden-bcg-pricing-strategy-customer-value
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课程名称：定价策略中的客户价值 课程概述：传统的基于成本的定价方法虽然能够解决支付账单的问题，却往往导致收入损失。实际上，通过了解客户愿意支付的价格，并利用心理学策略，您可以设定产品价格以提升销量。本课程将指导您如何基于客户的价值来定价，并分析消费者购买决策背后的心理因素。本课程由弗吉尼亚大学达登商学院开发，由顶尖的达登教授和波士顿咨询集团的全球定价专家主讲，旨在深入理解基于价值的定价及其实现收入提升的方式。 课程结束后，您将能够： - 将客户价值知识应用于产品定价 - 利用核心的基于价值的定价技术来指导定价决策 - 使用模型（如调查、联合分析及其他数据）来测量客户的支付意愿 - 运用消费者心理学知识制定对消费者和卖方都有利的定价策略 课程大纲： 第一部分：理解客户价值 本周我们将介绍课程概况，并回顾专业化内容及三种定价视角。您将学习客户价值的概念及其与定价的相关性，了解消费者如何做出决策以及客户支付意愿在定价中的重要性。此外，我们将探讨发展中市场中的客户价值及基于价值定价的成功与失败案例，帮助您掌握客户价值及其对定价策略的影响。 第二部分：实施基于价值的定价 在掌握客户价值的基础上，本周将深入探讨基于价值的定价。我们将介绍如何利用价格钢琴、价格阶梯和激励曲线三个工具，根据需求曲线定价。还将分析B2B环境中的客户价值驱动因素，并演示新产品定价的过程。另外，我们将讨论价格弹性如何影响基于价值的定价。 第三部分：测量客户偏好 理解客户的支付意愿是有效定价的关键。本周我们将介绍测量支付意愿的两种方法：调查和联合分析。您将学习如何用调查来帮助理解支付意愿，并掌握联合分析作为确定产品偏好和价格的工具。 第四部分：考虑客户的人性 本周将探讨心理因素如何影响 pricing 策略。我们会分析消费心理和影响决策的心理账户。此外，我们将研究消费者对价格的感知，如何构架价格以及制定对双方都有利的更好优惠和折扣计划。课程结束时，将结合实际案例(例如：波特兰开拓者队和富达投资)，使您能够在现实世界的案例中应用所学的工具，获得对基于价值定价及其应用的新见解。
Part: 1
Title:Understanding Customer Value
Description:Welcome to Week 1! We kick off the week with an overview of the course so that you'll know what to expect with an optional review of the specialization and three pricing lenses (watch these if you want a refresher). Then we'll dive into the content! This week, you'll learn about customer value--what it is and its relevance to pricing. You'll see how consumers make decisions--and why knowing consumers' willingness to pay is so important when setting a product's price. Next, we'll take a look at customer value in developing economies and how and why companies succeed (or not!) with value-based pricing in these markets. You'll finish the week with a solid understanding of "customer value" and how that impacts pricing strategy.
Part: 2
Title:Implementing Value-based Pricing
Description:Now that you have an understanding of customer value, let's dive into value-based pricing in greater depth. This week, we'll show you how to price to the demand curve using three tools: the price piano, the price ladder, and incentive curves. We'll take a look at customer value drivers in a B2B context and walk through a process to price a new product. Then Ron and Thomas will show you how price elasticity plays into value-based pricing. Implementing value-based pricing requires detailed analysis. Let's get started!
Part: 3
Title:Measuring Customer Preferences
Description:As you learned in Week 1, understanding customer willingness to pay (WTP) is critical for effective pricing. This week, we'll show you two ways to measure willingness to pay: surveys and conjoint analysis. You'll see how one company, Adios Junk Mail, used surveys to better understand WTP. Conjoint is a terrific tool, and we'll walk you through how it's used to determine product preferences and prices. You'll finish the week with a solid understanding of how to measure customer preferences and use this information in your pricing strategy.
Part: 4
Title:Considering the Human Nature of Customers
Description:Last week you considered pricing using a rational utility model. But humans are not always rational beings--and your pricing strategy needs to consider other behavioral drivers. We'll look at the psychology behind consumer purchase decisions and the mental accounting that impacts those decisions. Next we'll consider consumer price perceptions and ways to frame prices and create better deals and discount plans that work for both the consumer and the seller. Then, we'll take a look at two real-world cases, the Portland Trailblazers and Fidelity Investments so that you can practice using tools from throughout the course in a real-world case. You'll finish the course with fresh insights into value-based pricing and its applications.
The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can, in fact, price your products in a way that increases sales--if you know what your customers are willing to pay and can leverage psychology to create better deal and discount plans. In this course, we'll show you how to price a product based on how your customers value it and the psychology behind their purchase decisions. 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, this course provides an in-depth understanding of value-based pricing and how to use it to capture more revenue. By the end of this course, you'll be able to... -- Apply knowledge of customer value to price products -- Leverage core value-based pricing techniques to inform pricing decisions -- Measure customer willingness to pay using models (surveys, conjoint analysis, other data) -- Use knowledge of consumer psychology to set prices beneficial to both consumers and sellers
