Dr. Jan Y. Yang (also known as 杨一安 and Dr. Pricing) is a Pricing Architect with unparalleled experience in China, based in Shanghai and Ingelheim am Rhein. He embeds pricing by design across the full business lifecycle — from product ideation through GTM to customer lifetime management. He builds pricing capability for major consultancies and in-house pricing teams. He is a Springer-published author with 10+ pricing books. He writes in English on LinkedIn and in Chinese on WeChat Official Account 定价制胜-Dr. Pricing. 杨一安（Jan Yang，Dr. Pricing）是中国定价第一人、定价架构师，常驻上海与英格尔海姆。他专注于「定价即设计」，将定价体系嵌入企业全生命周期。他为大型咨询公司与企业内部定价团队提供定价能力建设服务。20年以上经验，服务企业逾百家，典型投资回报超20倍。Springer出版作者，著有《定价制胜》《定价逻辑》《定价指南》等多部定价专著。微信公众号：定价制胜-Dr. Pricing。

Pricing Architect — Pricing by Design 定价架构师 — 以设计思维构建定价体系

Pricing, built
in by design.

定价，从源头开始
系统设计。

Most businesses price their products. I help businesses become organisations that price. Pricing intelligence embedded from product ideation through GTM to customer lifetime management. The pricing architect with unparalleled experience in China.

大多数企业只是在给产品定价。我帮助企业成为真正懂得定价的组织，将定价能力嵌入产品构思、市场进入，直至客户全生命周期管理。中国定价第一人。

Explore Services了解服务 View Books查看著作
Pricing Architecture ✦ Pricing by Design ✦ Value-Based Pricing ✦ Pricing Capability Building ✦ Go-to-Market Pricing ✦ AI-Powered Pricing ✦ Pricing Governance ✦ Revenue Optimisation ✦ Pricing Architecture ✦ Pricing by Design ✦ Value-Based Pricing ✦ Pricing Capability Building ✦ Go-to-Market Pricing ✦ AI-Powered Pricing ✦ Pricing Governance ✦ Revenue Optimisation ✦
定价架构 ✦ 定价即设计 ✦ 价值导向定价 ✦ 定价能力建设 ✦ 市场进入策略 ✦ AI智能定价 ✦ 定价治理 ✦ 收入增长 ✦ 定价架构 ✦ 定价即设计 ✦ 价值导向定价 ✦ 定价能力建设 ✦ 市场进入策略 ✦ AI智能定价 ✦ 定价治理 ✦ 收入增长 ✦
About关于我

Pricing is not a price tag.
It is a business system.

定价不是一个数字，
而是一套经营体系。

I'm Dr. Jan Y. Yang — Pricing Architect with over 20 years of experience helping companies build pricing as an organisational capability, not an afterthought.

Most consultants arrive after the product is built, fix the price tag, and leave. By then the decisions that shape pricing power — product design, customer targeting, GTM — have already been made. My work starts earlier.

I embed pricing by design across the full business lifecycle: product ideation, customer segmentation, go-to-market, sales, pricing governance, and customer lifetime management. The result is a business with a real pricing system, not just a price.

Springer-published author. Based in Shanghai and Ingelheim am Rhein. Writing regularly on LinkedIn.

我是杨一安，定价架构师。二十余年来，我专注于帮助企业将定价能力真正内化为组织竞争力，而非事后补救的临时方案。

大多数顾问在产品上市后才介入，修改一下价格标签就离开。而此时，真正决定定价能力的关键早已尘埃落定：产品设计、客户定位、市场进入策略。我的工作，从更早开始。

我将定价以设计思维嵌入企业全生命周期：从产品构思与客户分层，到市场进入与销售执行，再到定价治理与客户长期价值管理。最终交付的不只是一个价格，而是一套可持续运转的定价体系。

Springer出版作者。常驻上海与英格尔海姆。在微信公众号「定价制胜-Dr. Pricing」持续输出。

Springer
Published Author出版作者
20+
Years in Pricing定价从业年限
100+
Companies Advised服务企业数量
>20×
Typical Return on Investment典型投资回报倍数
∞
Opinions on Bad Pricing对糟糕定价的意见
Services服务内容

How I work

我如何工作

01

Pricing Diagnostic

定价诊断

A structured assessment of your current pricing across product, customer, process, and governance. I identify the gaps and show exactly what a well-designed pricing system would look like for your business.

对您当前定价现状的系统性评估，涵盖产品、客户、流程与治理四个维度。找准现状与成熟定价体系之间的差距，明确改进方向。

Enquire →咨询 →
02

Pricing Architecture

定价架构设计

End-to-end pricing system design. Pricing logic embedded into product ideation, customer segmentation, GTM strategy, sales execution, and customer lifetime management. The deliverable is not a price tag. It is a capability.

端到端定价体系设计，将定价逻辑嵌入产品构思、客户分层、市场进入、销售执行与客户全生命周期管理。交付的不是一个价格，而是一种组织能力。

Enquire →咨询 →
03

Ongoing Advisory

长期顾问

A retained relationship for organisations building pricing maturity over time. This covers new product launches, pricing governance reviews, competitive responses, and strategic pricing decisions as they come up.

为致力于持续提升定价成熟度的企业提供长期支持，涵盖新品上市、定价治理评审、竞争应对与重大定价决策，全程陪跑。

Enquire →咨询 →
Signature Programme 特色项目

Pricing Capability
Building

定价能力
建设

For major consultancies and in-house pricing teams who have the ambition but not yet the depth. I transfer 20+ years of frontline pricing architecture experience. Not a training course. A guided transformation.

Consultancy teams learn to lead pricing engagements with confidence. In-house teams move upstream: from tactical price management to strategic pricing architecture embedded across the business.

专为缺乏定价专业深度的大型咨询公司与企业内部定价团队设计。我将二十余年一线定价架构经验系统传授，不是培训课程，而是一场有引导的能力跃迁。

咨询团队将学会自信地主导定价项目；内部团队将从被动的价格管理，跃升为嵌入业务全局的战略定价架构师。

Discuss Your Programme →探讨定制方案 →
01 For consultancies: capability transfer that lets your teams lead pricing engagements independently. Frameworks, tools, and the thinking behind them. 面向咨询公司：系统性能力输出，让您的团队具备独立主导定价项目的能力，包括方法论、工具与背后的思维体系。
02 For in-house teams: moving from tactical pricing to strategic pricing architecture, connecting pricing to product, GTM, sales, and governance. 面向内部团队：从战术性价格管理迈向战略性定价架构，将定价与产品、GTM、销售及公司治理深度打通。
03 Built on depth: Grounded in 20+ years of frontline experience and 10+ published books. Not theory. Battle-tested pricing architecture thinking. 源于深度积累：以20余年一线实战经验与十余部定价专著为基础，不是理论，而是经过真实项目检验的定价架构思维。
Books著作

Books on pricing and beyond

定价及更多著作

2025Springer GablerDE
Preisgestaltung neu denken — Wie KI alles verändert

A practical roadmap for moving from reactive, manual pricing to proactive, AI-driven systems that predict, adapt, and create value in real time. Includes Python code, case studies, and a grounded approach to AI adoption.

View on Springer →
2025Springer GablerDE
重新思考定价——AI如何改变一切

本书为企业提供从被动手工定价迈向主动AI驱动定价的完整路径，涵盖Python代码、行业案例及AI落地的人文关怀视角。

查看详情 →
2025SpringerEN
Reimagine Pricing — How AI is Changing Everything

A call to action for business leaders and pricing experts. It makes the case for AI-enabled pricing with clarity and purpose, showing how pricing can shift from a functional necessity to a genuine strategic differentiator.

View on Springer →
2025SpringerEN
重构定价——AI正在改变一切

写给企业领导者与定价专家的行动指南，以自信与目标感拥抱AI定价，将定价从职能需求转化为真正的战略差异化优势。

查看详情 →
2024机械工业出版社ZH
定价指南 — The Pricing Guide
定价指南

A practical guide answering China's most pressing pricing questions: how to price new, flagship, and long-tail products; when dynamic pricing works; and how priorities shift across startup, growth, and mature stages.

解答企业最迫切的定价难题：新品、旗舰品、长尾品如何定价？何时适合动态定价？初创、成长、成熟阶段的定价侧重各有不同，本书一一解答。

Chinese Edition 中文版
2024SpringerEN
The Pricing Compass

A pragmatic guide to professionalising pricing. It covers the essential steps: identifying unique selling propositions, gauging willingness to pay, managing distribution, and building pricing governance.

View on Springer →
2024SpringerEN
定价罗盘

从识别独特卖点、洞察支付意愿，到渠道管理与定价治理，为企业提供系统化定价专业升级的完整路径指南。

查看详情 →
2023广东人民出版社ZH
定价逻辑 — The Logic of Pricing
定价逻辑

Focused on pricing as a tool for navigating inflation. It examines how sales, finance, procurement, production, R&D, and company culture need to work in concert for businesses to hold their ground in uncertain times.

聚焦以定价系统对抗通货膨胀，从销售、财务、采购、生产、研发到企业文化，全面梳理企业在高度不确定环境中立于不败之地的关键要素。

Chinese Edition 中文版
2023SpringerEN
Chinese Electric Vehicle Trailblazers

What sets Chinese EV manufacturers apart from their Western counterparts? This book examines business models, pricing strategies, and competitive dynamics, drawing on real project experience to show what is happening behind the Great Wall.

View on Springer →
2023SpringerEN
中国电动车先行者

中国新能源车企与西方同行究竟有何不同？从商业模式到定价策略，本书揭示长城背后的真实面貌，是汽车行业从业者的必读之作。

查看详情 →
2022机械工业出版社ZH
定价制胜 — Win with Pricing
定价制胜——科学定价助力净利润倍增

Drawing on over two decades as one of China's earliest professional pricing consultants, this book argues that pricing is fundamentally value management. It shows what that means in practice.

作为最早在中国开展业务的专业定价顾问之一，作者用二十余年实战经验证明：科学定价的本质是价值管理。不懂客户价值，就无法正确定价。

Chinese Edition 中文版
2020SpringerEN
The Pricing Puzzle

A collection of vivid pricing stories from around the world: a chilled Coke in Tehran, the fall of MUJI, negative prices among Chinese tech unicorns. Each story reveals the rationale behind a pricing decision and what it tells us about markets and human behaviour.

View on Springer →
2020SpringerEN
定价拼图

从德黑兰的一瓶冰可乐，到无印良品的衰落——一本由真实定价故事编织而成的奇妙之书，揭示价格背后的商业逻辑与人性密码。

查看详情 →
2018SpringerEN
Chinese M&As in Germany

An analytical examination of Chinese acquisitions in Germany. It reveals how Chinese investors tend to take a long-term, co-evolution approach, supported by case studies of three real M&A deals and their post-acquisition growth trajectories.

View on Springer →
2018SpringerEN
中国企业在德并购

深度解析中国企业赴德并购的底层逻辑——长期导向、共同成长，而非单向输血。三个真实并购案例，还原整合与增长的幕后故事。

查看详情 →
2017广东南方日报出版社ZH
企业价值提升 — China Outbound M&A Report
企业价值提升：中国企业在德投资并购系列报告

A report series on Chinese outbound investment in Germany, covering target selection, acquisition models, value creation paths, governance structures, and post-merger integration.

聚焦中国企业赴德投资并购的系列深度报告：如何选择目标企业、采用何种并购模式、规划价值创造路径、推进并购后整合与战略发展。

Chinese Edition 中文版
Writing持续输出

Where I write

我在哪里写作

in
LinkedIn
Jan Y. Yang

I post regularly on LinkedIn in English, sharing pricing insights, strategy frameworks, and honest commentary on what businesses get wrong about pricing.

我在领英用英文定期发文，分享定价洞见、战略框架，以及企业在定价上常见的误区与亮点。

Follow on LinkedIn → 关注领英 →
微
WeChat Official Account微信公众号
定价制胜 — Dr. Pricing

My Chinese-language WeChat publication, 定价制胜 (Win with Pricing), covers pricing strategy for Chinese business leaders and practitioners.

我的微信公众号「定价制胜-Dr. Pricing」，专为中国企业经营者与定价从业者提供深度定价内容，定期更新。

WeChat QR code — 定价制胜 Dr. Pricing Scan to follow on WeChat 微信扫码关注
Contact联系方式

Let's talk.

让我们谈谈。

Whether you have a specific pricing challenge, want to explore the Pricing Capability Building programme, or are simply curious what better pricing could look like for your business, get in touch.

无论您有具体的定价难题、希望探讨定价能力建设项目，还是只是想了解更好的定价对您的业务意味着什么，欢迎随时联系我。

LinkedIn Dr. Jan Y. Yang
Based in所在地 Shanghai / China & Ingelheim am Rhein / Germany 上海 / 中国 & 英格尔海姆 / 德国
jan.yang@pricinggoat.com →