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所在平台: Udemy |
课程主页: https://www.udemy.com/course/monetization-playbook-business-models-pricing-and-revenue/
课程评论：没有评论
课程名称：定价策略与收入管理大师班 课程概述：无论您是推出产品、管理SaaS业务，还是单纯对定价如何影响成功感到好奇，这门课程将成为您的必备指南。我们将深入分析定价的基本要素、货币化模型及顶级公司使用的测试技术。从基础知识到框架，从客户价值到实际案例研究，您将学习如何制定有助于增长收入并适合您业务模型的定价策略。课程结束时，您将掌握设定更智能价格、选择正确模型和优化增长所需的工具与信心。 您将学习的内容： 第一部分：定价与货币化基础 - 理解定价为何是关键商业杠杆以及不当定价决策如何阻碍增长。 - 学习核心定价术语及定价如何融入产品战略。 - 重要性：定价决策的影响、常见定价错误、核心定价概念（ARPU、CAC、LTV）和产品战略中的定价。 - 作业：对电商应用进行RFM分析。 第二部分：客户价值与市场力量 - 探索客户价值、价格敏感度和竞争对定价决策的影响。 - 客户价值主张（CVP）、支付意愿（WTP）以及竞争定价与定位的解析。 第三部分：货币化模型 - 学习不同商业模型如何实现盈利及各自的定价策略。 - 定价模型概述：基于订阅、基于交易、基于使用的模型，以及市场与平台定价策略。 - 作业：分析SaaS用户流失情况。 第四部分：定价策略框架 - 通过结构化的定价策略与业务目标相结合，获得实际操作经验。 - 从头到尾的定价策略流程、成本加成与竞争基准定价、基于价值的定价实践。 - 作业：共享出行的涨价案例分析。 第五部分：测试与优化 - 掌握定价实验和客户研究工具的使用。 - 如何进行定价测试、价格验证的A/B测试、以及调查及联合分析基础知识。 本课程通过清晰的框架、实用的案例研究和实践练习简化了定价策略，特别适合创始人、产品经理以及希望制定更好货币化计划的任何人。
Whether you're launching a product, managing a SaaS business, or just curious about how pricing impacts success-this course is your go-to guide. We break down the essentials of pricing, monetization models, and testing techniques used by top companies.From fundamentals to frameworks, and from customer value to real-world case studies, you'll learn how to build pricing strategies that grow revenue and fit your business model.By the end, you'll have the tools and confidence to set smarter prices, choose the right model, and optimize for growth.What You'll LearnSection 1: Pricing & Monetization BasicsUnderstand why pricing is a key business lever and how poor pricing decisions can hurt growth. Learn core pricing terms and how pricing fits into product strategy.Why pricing decisions matterCommon pricing mistakesKey pricing concepts (ARPU, CAC, LTV)Pricing in product strategyAssignment: RFM analysis for an e-commerce appSection 2: Customer Value & Market ForcesExplore how customer value, price sensitivity, and competitors affect pricing decisions.Customer Value Proposition (CVP)Willingness to Pay (WTP)Price sensitivity explainedCompetitive pricing and positioningSection 3: Monetization ModelsLearn how different business models monetize and how to price for each.Overview of pricing modelsSubscription-based, transaction-based, usage-based modelsMarketplace and platform pricing strategiesAssignment: Analyze SaaS churnSection 4: Pricing Strategy FrameworksGet hands-on with structured pricing strategies that match your business goals.End-to-end pricing strategy processCost-plus vs. competitor-based pricingValue-based pricing in actionAssignment: Ride-sharing surge pricing caseSection 5: Testing & OptimizationMaster pricing experiments and customer research tools.How to run pricing testsA/B testing for price validationSurveys and conjoint analysis basicsThis course simplifies pricing strategy with clear frameworks, practical case studies, and hands-on exercises. Perfect for founders, PMs, and anyone wanting to build better monetization plans.
