15.726 战略定价决策 (Pricing)

MIT Course 15 · Executive MBA · 高管工商管理硕士 · 课号 15.726

TL;DR

• 定价是企业盈利杠杆中最敏锐的要素，需从成本加成转向以客户支付意愿为核心的价值定价。
• 运用一、二、三级价格歧视、动态差别定价、版本划分（Versioning）与捆绑销售机制捕获消费者剩余。
• 结合博弈论评估行业价格战风险，并在双边平台与订阅经济模式下优化长期客户生命周期价值。

课程简介 / Description

This course is designed to teach students how to price goods and services by providing a framework for understanding pricing strategies and tactics. Topics covered include economic value analysis, price elasticities, price customization, pricing complementary products, pricing in platform markets and anticipating competitive price responses.

讲义 / Lecture Notes

• The
  • Readings
  • section details how these materials fit into the course calendar.
  • Pricing Beyond the 3 Cs (PDF)
  • Pricing Economic Value to the Customer (PDF)
  • Pricing under Consumer Uncertainty (PDF)
  • Measuring Customer Reactions to Prices (PDF)
  • Pricing to Segment Customers (PDF)
  • Pricing and IT (PDF)
  • Out-pricing (PDF)
  • Summarizing Pricing (PDF)
  • Supplemental Lecture Notes
  • B2B Negotiations (PDF)
  • Non-linear Pricing (PDF)

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