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所在平台: Udemy |
课程主页: https://www.udemy.com/course/pricingstratz-value-based-pricing-strategy-for-a-higher-profit/
课程评论：没有评论
Coursera课程《制胜定价策略实战训练》课程总结 本课程基于作者超过50个在软件、消费品、制药和汽车等行业的定价咨询项目经验，旨在帮助学员掌握实用的定价工具包，包括方法论、数据来源、分析技术和实施要点。课程面向市场营销、销售、财务专业人士、企业主和初创企业创始人，帮助他们利用以价值为基础的定价策略提升利润。课程内容广泛适用于所有行业、商业模式、规模和发展阶段的企业。 课程的核心学习目标包括： 1. **掌握不同的定价方法及其在业务中的定制化应用。** 2. **了解开发以价值为基础的定价策略所需的核心情报、工具和分析能力，适用于B2B和B2C公司。** 3. **识别成功执行新定价策略的关键要素。** 课程内容共分为10个部分，涵盖了从定价基础到高级应用的深入探讨： * **引言与定价重要性：** 强调定价在商业成功中的核心作用。 * **定价方法概览：** 介绍各种定价方法，并指导如何根据业务特点选择最合适的方法。 * **最有力的定价方法：** 聚焦以价值为基础的定价策略。 * **定价策略所需数据与信息来源：** 详述开发定价策略所需的数据类型和获取渠道。 * **定价策略的工具箱：** 介绍多种实用的定价工具，例如： * 价值矩阵 * 经济价值估算 (Economic Value Estimation) * 价值链分析 (Value Chain Analysis) * 半定量专家判断 (Semi-quantitative expert judgement) * 实验与A/B测试 (Experiments, A/B test) * 联合分析 (Conjoint Analysis) * Gabor Granger 方法 * Van Westendorp 价格敏感度测量法 (Van Westendorp PSM) * **价格差异化策略：** 探讨如何同时面向不同客户群体实施价格差异化。 * **定价策略成功实施的关键因素：** 分析确保新定价策略顺利落地所需的重要条件。 * **B2B与B2C定价差异：** 阐述两种模式在定价策略上的关键区别。 * **结论与实战技巧：** 提供总结性的实用建议，以及成为成功定价专业人士所需的特质。 本课程通过实际案例的应用，确保学员能够将所学知识直接应用于工作中，实现业务增长。
I have created this course based on my experience of delivering 50+ pricing strategy consulting projects to clients across software, consumer goods, pharmaceuticals, and automotive sectors. The impacts of these consulting projects range from 15% to 40% increase in revenue.This course is a very practical training on pricing toolkits - methodologies, sources of data, analytics and implementation -that you can take back to your office and apply. This course is for marketing, sales and finance professionals, business owners and start-up founders who want to leverage the power of value-based pricing for a higher profit. This course is relevant to all the businesses regardless of the sector, business model, size, and the growth stage.Apart from the basics of pricing, you will master three key things in this course:Different approaches to pricing and how to tailor a pricing approach based on your businessDifferent intelligence, tools and analytics required to effectively develop a value-based pricing strategy for both B2B and B2C companiesKey success factors to successfully execute a newly developed value-based pricing strategyThroughout this course you will apply these concepts on real-life cases.Precisely, this course is broken down into 10 sections:IntroductionWhy pricing is important?What are the different approaches to pricing?What is the most powerful pricing approach?What are the different sources of data/information available to develop a pricing strategy?What are the different tools available to develop a pricing strategy?Basic analyticsAdvanced analytics (AI/ML)Value matrixEconomic value estimationValue chain analysisSemi-quantitative expert judgementExperiments, A/B testConjoint AnalysisGabor GrangerVan Westendorp PSMHow can we conduct price differentiation to target different customer types simultaneously?What are the key success factors for a successful implementation of a newly developed pricing strategy?What are the key differences between B2B pricing and B2C pricing?Conclusion and practical tips including traits required to be a successful pricing professional
