The Pricing Compass: Finding the Solution to Your Pricing Puzzle
暫譯: 定價指南：尋找解決您定價難題的方案

Yang, Jan Y.

The Pricing Compass: Finding the Solution to Your Pricing Puzzle
  • 出版商: Springer
  • 出版日期: 2025-02-28
  • 售價: $1,890
  • 貴賓價: 9.5 折 $1,795
  • 語言: 英文
  • 頁數: 145
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3031520629
  • ISBN-13: 9783031520624
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

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商品描述

This book provides business owners and practitioners with a comprehensive and pragmatic guide to pricing, which lays out the essential steps to professionalizing pricing from day one all the way to a more mature stage. It not only details the key activities leading to result-driven pricing strategies and execution but also addresses the most important pillars of good pricing governance. To do so, the book covers a broad range of pricing topics relevant at different stages of business evolution, e.g. determining the starting point of the pricing journey, identifying unique selling propositions, gauging willingness to pay (WTP), conducting effective customer profiling, improving promotions, and managing distribution from a pricing standpoint.

The book fills a gap in the current pricing literature, which largely consists of descriptive and retrospective narratives cataloging past pricing strategies and tactics that never delve into the underlying rationale and methodologies. It provides readers with clear, actionable insights on how to price their own products and services.


商品描述(中文翻譯)

本書為企業主和從業者提供了一本全面且務實的定價指南，詳細說明了從第一天開始專業化定價到更成熟階段的必要步驟。它不僅詳細介紹了導致以結果為導向的定價策略和執行的關鍵活動，還針對良好定價治理的最重要支柱進行了探討。為此，本書涵蓋了與企業發展不同階段相關的廣泛定價主題，例如確定定價旅程的起點、識別獨特的銷售主張、評估支付意願（WTP）、進行有效的客戶分析、改善促銷活動，以及從定價的角度管理分銷。

本書填補了當前定價文獻中的一個空白，該文獻主要由描述性和回顧性的敘述組成，記錄過去的定價策略和戰術，但從未深入探討其背後的原理和方法論。它為讀者提供了清晰且可行的見解，幫助他們為自己的產品和服務定價。

作者簡介

Dr. Jan Y. Yang is the Senior Managing Director of Simon-Kucher & Partners' China Desk, where he oversees business development and project execution related to the firm's China business. He is an expert on monetization strategies and price management for B2B and B2C alike. He has developed pricing strategies and supported the implementation of pricing transformation for numerous clients in various markets with a focus on China. Dr. Yang holds a Ph.D. degree in management as well as an MBA degree from WHU - Otto Beisheim School of Management in Germany. Apart from his consulting work, he teaches courses on 'Hidden Champions and Pricing Strategy' for entrepreneurs, executives, and business students at leading institutions such as Tsinghua University (China) and Cheung Kong Graduate School of Business (China), among other institutions. He is the author of the book The Pricing Puzzle (2020).


作者簡介(中文翻譯)

楊彥宇博士是Simon-Kucher & Partners中國業務部的高級董事總經理，負責該公司在中國業務相關的商業發展和專案執行。他是B2B和B2C的獲利策略及價格管理方面的專家。他為眾多客戶在不同市場上制定了定價策略，並支持價格轉型的實施，特別專注於中國市場。楊博士擁有德國WHU - Otto Beisheim管理學院的管理學博士學位及MBA學位。除了顧問工作外，他還在清華大學（中國）和長江商學院（中國）等知名機構教授「隱形冠軍與定價策略」的課程，對象包括企業家、高管和商業學生。他是《定價謎題》（The Pricing Puzzle，2020年）的作者。

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