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所在平台: Udemy |
课程主页: https://www.udemy.com/course/pricing-for-small-and-medium-sized-enterprises/
课程评论：没有评论
**课程名称：中小企业定价策略** **课程概述：** 本课程旨在帮助中小企业掌握系统化、战略性的定价方法，从而提升盈利能力。定价并非神秘的艺术，而是一门科学。您产品或服务的价格应为客户的最佳替代方案价格加上您创造并有效沟通的差异化价值。 课程核心理念是，要最大化利润，您需要识别并强化客户偏好的产品或服务要素，同时消除负面因素。实现这种差异化价值的关键在于理解并超越竞争对手的价值驱动因素。 本课程将介绍一种与目标市场精确对接、从而最大化企业盈利能力的产品和服务定价方法。具体而言，即探究客户选择您而非竞争对手的原因，比较您的产品或服务与市场上的竞争者，并基于您为客户提供的价值（如质量、服务、响应速度等）来制定价格。 **课程内容亮点：** * **成本加成定价的陷阱**：揭示传统成本加成定价方法的弊端。 * **客户价值解析**：深入理解什么是客户价值及其构成要素。 * **客户价值衡量**：学习如何量化和评估客户价值。 * **八步定价策略**：提供一套实用的、分步的定价策略。 * **实用的定价策略**：探讨多种适用于中小企业的定价技巧。 * **定价政策的维护**：指导如何长期有效地执行和维护定价政策。 **目标受众：** 本课程特别适合中小企业，但其核心要素和工具也适用于各类规模的组织。课程面向所有学习者，无需预备市场营销或财务知识。 **课程目标：** 希望本课程能激发您审视自身企业的定价策略，并制定出提升客户价值、从而改善企业盈利能力的计划。
Taking a strategic and structured approach to pricing is probably the single most important thing you can do to improve the profitability of your business.In many organisations, pricing is seen as a dark art, but it is not, it is a science. The price you achieve for your products and services will be the price of the best alternative plus the differentiation value you create and effectively communicate to potential buyers.To maximise profits, therefore, you need to identify those elements of your products and services that appeal to the customer and work to enhance them, eliminating any negative factors. Creating such differentiation value in your products and services, and requires understanding of Value Drivers versus the competition This course will show you how.In this course we describe a method for setting prices for your products and services that maximise your profitability by aligning precisely with the markets you are targeting.In essence the method is to ask yourself why customers would want to use your business rather than another? Then you compare your offering with those of competitors in the marketplace and pitch your pricing to show the value of the benefits that you offer customers - whether it be quality or service or speed of response and so on.The topics covered in the course include:· The dangers of cost-plus pricing· What is customer value?· The elements of customer value· Measuring customer value· The eight-step pricing strategy· Practical Pricing Strategies· Maintaining your Pricing PolicyThe course is aimed at small and medium sized enterprises, but the key elements and tools can be applied to organisations of all sizes. The course is suitable for all levels and requires no marketing or finance knowledge.I hope this course will inspire you to examine your own organisation's prices and prepare a plan to improve profitability by building customer value.(Course photo by Maarten van de Heuval on Unsplash)
