Market and Competition in Pricing Strategy

所在平台: Coursera

课程主页: https://www.coursera.org/learn/uva-darden-bcg-pricing-strategy-market-competition

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课程简介

课程名称：定价策略中的市场与竞争 概述：如果您没有考虑竞争对手的定价，您可能无法最大化收入。本课程将指导您分析市场，从而影响价格并改善利润。我们将展示如何实施竞争定价，避免市场定价的法律陷阱。您还将学习预测、影响和响应竞争对手的定价策略。本课程由弗吉尼亚大学达登商学院开发，由顶尖的达登教员和波士顿咨询集团的全球定价专家主讲，深入探讨市场基础上的定价及其对收入的捕获。 课程大纲： 第一部分：理解竞争环境 描述：竞争定价是基于相似产品和服务的公司所定价格来设定价格。为了有效使用这一方法，您需要了解市场的法律框架。在本模块中，您将获得基本的背景知识，以便在定价策略中利用市场知识，同时遵守反垄断法。随后，Thomas将介绍竞争定价框架，帮助您评估定价选项，预测竞争对手的定价策略，并决定是按竞争对手定价还是根据弹性定价。 第二部分：预测竞争反应 描述：现在您对竞争环境有了更多了解，我们来看看如何预测竞争对手的反应。Thomas将向您展示价值映射工具，这一工具能提供有价值的关于您与竞争者之间价值与价格关系的见解，并探讨如何在实际案例中应用。接下来，您将深入游戏理论，这一领域有许多应用。您将在这里学会预测和响应价格竞争，从而在合作与竞争之间找到平衡，而不陷入合谋之中。 第三部分：颠覆市场与“合作竞争” 描述：颠覆竞争并参与“合作竞争”可以使市场中的所有参与者受益，但并非总是如此。利用游戏理论和定价模型的知识，您可以理解在何种情况下这一策略可以带来好处。Thomas将介绍两种竞争对手定价模型——价格变动和价格战争，并展示如何利用这些模型预测和应对竞争对手。Ron将展示如何通过产品生命周期的四个阶段（从颠覆性产品到衰退产品）优化定价。您将通过SmartOps案例分析将“合作竞争”的知识应用于实际定价决策中。 第四部分：在竞争市场中实施价格歧视 描述：价格歧视——以不同价格向不同市场细分销售相同产品——可以帮助企业在竞争市场中优化利润。首先，您需要进行客户细分，Ron将为您展示在B2B和B2C环境中实用的细分策略。之后，您将学习如何应用韦伯-费希纳定律，这一法则听起来复杂，但在定价质量差异化产品线时其实非常直观且有用。最后，您将了解捆绑定价的基础知识，以及如何创建经济上合理的捆绑产品。

课程大纲

Part: 1

Title:Understanding the Playing Field

Description:Welcome! Competitive pricing is all about setting prices based on what companies with similar products and services charge. To use this approach effectively, you have to understand the playing field. In particular, you need to know general legal parameters that guide competition in the market place. In this module, you'll get basic background knowledge so that you can use market knowledge in your pricing strategy and still stay on the right side of antitrust law. Then Thomas will join you to introduce the competitive pricing framework , which you can use to assess pricing options, anticipate your competitors' pricing strategy, and determine whether to price to competition or to elasticity.

Part: 2

Title:Predicting Competitive Reactions

Description:Now that you know more about the playing field, let's take a look at how to predict competitive reactions. Thomas will show you value mapping, a tool that yields valuable insights into the value-price relationship relative to your competitors, and how to apply it in a real-world example. Then you'll dive into game theory, a field with many applications. Here, you'll use it anticipate and respond to price competition so that you can cooperate and compete without colluding.

Part: 3

Title:Disrupting Markets and Engaging in "Coopetition"

Description:Disrupting competition and engaging in "coopetition" can benefit all players in the market--but not all the time. Using knowledge from game theory and pricing models can help you understand when this strategy can be beneficial. Thomas will introduce two competitor pricing models--price moves and price wars--and show you how to use these models to predict and respond to competitors. Then Ron will show you various strategies to optimize prices through the four phases of the product life cycle, from disruptive to declining products. Then you will use the SmartOps case to apply your knowledge of "coopetition" to analyze a real-world pricing decision.

Part: 4

Title:Implementing Price Discrimination in Competitive Markets

Description:Price discrimination -- selling the same product to different market segments at different prices -- allows companies to optimize profits, even in competitive markets. It begins with customer segmentation, and Ron will show you practical segmentation strategies for both B2B and B2C contexts. Then you'll learn how to apply the Weber-Fechner Law, which sounds complicated, but is actually quite intuitive and useful when pricing quality-differentiated product lines. Finally, you'll learn the basics of bundle pricing and how to create economically sound bundles.

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