{"id":11094,"date":"2016-07-20T16:26:27","date_gmt":"2016-07-20T16:26:27","guid":{"rendered":"https:\/\/www.launchworks.co\/insights\/tarification-pour-les-entreprises-alimentees-par-une-plateforme\/"},"modified":"2022-12-01T17:24:54","modified_gmt":"2022-12-01T17:24:54","slug":"tarification-pour-les-entreprises-alimentees-par-une-plateforme","status":"publish","type":"post","link":"https:\/\/www.launchworks.co\/fr\/insights\/tarification-pour-les-entreprises-alimentees-par-une-plateforme\/","title":{"rendered":"Tarification pour les entreprises hybrides aliment\u00e9es par une plateforme"},"content":{"rendered":"<p>La tarification pour les plateformes comme Uber, Airbnb ou eBay, o\u00f9 la valeur est co-cr\u00e9\u00e9e par les participants, s&rsquo;accompagne de d\u00e9fis uniques. Cet article compare et contraste les mod\u00e8les de tarification des plateformes par rapport aux entreprises traditionnelles, et met en \u00e9vidence les principes cl\u00e9s qui renforcent les \u00e9cosyst\u00e8mes hybrides.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-1615\" src=\"http:\/\/www.launchworksventures.com\/wp-content\/uploads\/2016\/07\/launchworks-platform-pricing-part-1-logos.jpg\" alt=\"launchworks- plateforme -pricing-part-1-logos\" width=\"1251\" height=\"616\" srcset=\"https:\/\/www.launchworks.co\/wp-content\/uploads\/2016\/07\/launchworks-platform-pricing-part-1-logos.jpg 1251w, https:\/\/www.launchworks.co\/wp-content\/uploads\/2016\/07\/launchworks-platform-pricing-part-1-logos-300x148.jpg 300w, https:\/\/www.launchworks.co\/wp-content\/uploads\/2016\/07\/launchworks-platform-pricing-part-1-logos-768x378.jpg 768w, https:\/\/www.launchworks.co\/wp-content\/uploads\/2016\/07\/launchworks-platform-pricing-part-1-logos-1024x504.jpg 1024w\" sizes=\"auto, (max-width: 1251px) 100vw, 1251px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Dans les entreprises traditionnelles, les strat\u00e9gies de tarification tiennent compte de la sensibilit\u00e9 des clients aux prix et de la possibilit\u00e9 de diff\u00e9rencier les prix entre diff\u00e9rents segments de clients et de produits. Un m\u00e9lange de strat\u00e9gies de prix (bas\u00e9s sur la valeur, le co\u00fbt de revient, tarifs comp\u00e9titifs, etc.) est g\u00e9n\u00e9ralement utilis\u00e9 pour maximiser les b\u00e9n\u00e9fices (soumis \u00e0 des contraintes r\u00e9glementaires dans certains secteurs).<\/p>\n<p>Les entreprises hybrides aliment\u00e9es par une plateforme doivent tenir compte de tout ce qui pr\u00e9c\u00e8de, mais doivent \u00e9galement g\u00e9rer des particularit\u00e9s uniques li\u00e9es \u00e0 leurs mod\u00e8les \u00e9conomiques. \u00c9tant donn\u00e9 que les participants \u00e0 la plateforme contribuent intrins\u00e8quement \u00e0 la cr\u00e9ation de valeur \u2013 en conduisant leur voiture avec Blablacar, en louant leur maison sur Airbnb ou en vendant leurs cr\u00e9ations sur Etsy \u2013 les strat\u00e9gies de tarification doivent fa\u00e7onner les comportements des participants de mani\u00e8re \u00e0 maximiser la valeur de l&rsquo;ensemble de l&rsquo;\u00e9cosyst\u00e8me. Dans cette optique, la tarification n&rsquo;est plus un mal n\u00e9cessaire ajoutant de la friction aux transactions mais une puissante incitation capable de soutenir les objectifs strat\u00e9giques des plateformes.<\/p>\n<p>Les principales consid\u00e9rations de tarification sp\u00e9cifiques \u00e0 la plateforme incluent :<\/p>\n<ol>\n<li>Les clients de la plateforme cr\u00e9ent de la valeur les uns pour les autres lorsqu&rsquo;ils utilisent la plateforme en raison des effets de r\u00e9seau et du renforcement de la confiance de la plateforme<\/li>\n<li>La tarification d&rsquo;un c\u00f4t\u00e9 de la plateforme a souvent un impact sur l&rsquo;autre c\u00f4t\u00e9 de la plateforme en raison de l&rsquo;\u00e9lasticit\u00e9 crois\u00e9e de la demande sur la plateforme<\/li>\n<li>Une masse critique de clients peut \u00eatre n\u00e9cessaire pour rendre la plateforme utile aux autres clients<\/li>\n<li>Enfin, et c&rsquo;est une diff\u00e9rence profonde, la tarification de la plateforme fa\u00e7onne v\u00e9ritablement les comportements des participants \u00e0 la plateforme et doit donc \u00eatre d\u00e9finie pour am\u00e9liorer la proposition de valeur globale<\/li>\n<\/ol>\n<p>Compte tenu de ce qui pr\u00e9c\u00e8de, une architecture de tarification r\u00e9ussie ne cherchera pas seulement \u00e0 g\u00e9n\u00e9rer des revenus, mais r\u00e9pondra \u00e9galement \u00e0 des questions plus larges sur la fa\u00e7on de :<\/p>\n<ul>\n<li><a href=\"https:\/\/www.launchworks.co\/fr\/insights\/tarification-de-la-plateforme-fidelite-et-experience-client\/\">Soutenir la croissance rapide des utilisateurs en \u00e9vitant les \u00ab frictions tarifaires \u00bb<\/a><\/li>\n<li><a href=\"https:\/\/www.launchworks.co\/fr\/insights\/tarification-de-la-plateforme-croissance-et-engagement\/\">\u00c9quilibrer l&rsquo;offre et la demande sur la plateforme gr\u00e2ce \u00e0 la tarification<\/a><\/li>\n<li><a href=\"https:\/\/www.launchworks.co\/fr\/insights\/tarification-de-la-plateforme-croissance-et-engagement\/\">Augmenter la qualit\u00e9 des interactions et des exp\u00e9riences client<\/a><\/li>\n<li><a href=\"https:\/\/www.launchworks.co\/fr\/insights\/tarification-de-la-plateforme-fidelite-et-experience-client\/\">\u00c9viter la d\u00e9sinterm\u00e9diation<\/a> (c&rsquo;est-\u00e0-dire les transactions se d\u00e9pla\u00e7ant \u00ab hors plateforme \u00bb)<\/li>\n<li><a href=\"https:\/\/www.launchworks.co\/fr\/insights\/tarification-de-la-plateforme-fidelite-et-experience-client\/\">S&rsquo;assurer que les prix des \u00ab vendeurs \u00bb cr\u00e9ent une bonne exp\u00e9rience client pour les \u00ab acheteurs \u00bb<\/a><\/li>\n<li><a href=\"https:\/\/www.launchworks.co\/fr\/insights\/tarification-de-la-plateforme-fidelite-et-experience-client\/\">Passer d&rsquo;un mod\u00e8le tarifaire \u00e0 un autre<\/a> (notamment passage d&rsquo;un mod\u00e8le gratuit \u00e0 un mod\u00e8le payant)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Pour atteindre ces objectifs, l&rsquo;architecte de la plateforme doit tenir compte des caract\u00e9ristiques distinctes de son mod\u00e8le de plateforme ainsi que des questions cl\u00e9s de conception de la tarification de la plateforme. Ces questions de conception de tarification interd\u00e9pendantes (qui se chevauchent parfois) incluent :<\/p>\n<ul>\n<li>Quel mod\u00e8le de tarification suivre ? (par exemple, les utilisateurs de la plateforme de facturation, le mod\u00e8le publicitaire, le freemium \/ la vente de services \u00e0 valeur ajout\u00e9e) ;<\/li>\n<li>Qui facturer ? (par exemple tous les utilisateurs, un c\u00f4t\u00e9, des tiers, des sous-segments de clients sp\u00e9cifiques de chaque c\u00f4t\u00e9 de la plateforme); et<\/li>\n<li>Quelles structures tarifaires utiliser ? (par exemple, frais d&rsquo;adh\u00e9sion uniques, frais d&rsquo;adh\u00e9sion annuels, frais de transaction &#8211; montants fixes ou proportionnels \u00e0 la valeur de la transaction -, dons ainsi que remises et r\u00e9compenses lorsqu&rsquo;une tarification n\u00e9gative est requise).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>L&rsquo;ensemble des outils de tarification et les objectifs auxquels ils contribuent sont divers (voir tableau ci-dessous). La cl\u00e9 est de cr\u00e9er des strat\u00e9gies de tarification qui am\u00e9liorent la qualit\u00e9 des interactions sur votre plateforme en permettant et en renfor\u00e7ant les comportements souhaitables de vos clients.<\/p>\n<p>&nbsp;<\/p>\n<h4>Faire correspondre les objectifs de la plateforme avec les leviers de tarification et des exemples<\/h4>\n<p>&nbsp;<\/p>\n<table>\n<thead>\n<tr>\n<td width=\"247\">OBJECTIF<\/td>\n<td width=\"241\">LEVIERS ET EXEMPLES POSSIBLES<\/td>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td width=\"247\">Augmenter rapidement le nombre de membres de la plateforme<\/td>\n<td width=\"241\">Freemium (SoundCloud)<\/p>\n<p>Frais de transaction (Airbnb)<\/td>\n<\/tr>\n<tr>\n<td width=\"247\">Encourager les membres \u00e0 effectuer des transactions fr\u00e9quemment<\/td>\n<td width=\"241\">Frais d&rsquo;adh\u00e9sion avec utilisation illimit\u00e9e (Match.com)<\/p>\n<p>Abonnement \u00e0 tarif r\u00e9duit (Artfire)<\/td>\n<\/tr>\n<tr>\n<td width=\"247\">\u00c9quilibrer la croissance de chaque c\u00f4t\u00e9 de la plateforme<\/td>\n<td width=\"241\">R\u00e9compenses de carte de cr\u00e9dit (\u00e9mission Amex)<\/p>\n<p>Prix surge (Uber)<\/td>\n<\/tr>\n<tr>\n<td width=\"247\">G\u00e9n\u00e9rer des revenus \u00e0 des fins de profit et de subventions crois\u00e9es<\/td>\n<td width=\"241\">Prime de frais de marchand de carte de cr\u00e9dit (Amex acquirer)<\/p>\n<p>Fonctionnalit\u00e9s \u00e0 valeur ajout\u00e9e pour des frais r\u00e9duits (Opentable)<\/td>\n<\/tr>\n<tr>\n<td width=\"247\">Int\u00e9grer la loyaut\u00e9 et d\u00e9courager la d\u00e9sinterm\u00e9diation <a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a><\/td>\n<td width=\"241\">R\u00e9ductions pour une utilisation continue (TaskRabbit)<\/p>\n<p>Frais de g\u00e9n\u00e9ration de leads uniquement (Thumbtack)<\/td>\n<\/tr>\n<tr>\n<td width=\"247\">Diff\u00e9rencier\/Attirer les clients les plus pr\u00e9cieux<\/td>\n<td width=\"241\">Strat\u00e9gie d&rsquo;\u00e9cosyst\u00e8me (les clients premium d&rsquo;Iphone stimulent les d\u00e9penses de l&rsquo;App Store)<\/td>\n<\/tr>\n<tr>\n<td width=\"247\">Am\u00e9liorer la qualit\u00e9 des stocks<\/td>\n<td width=\"241\">Frais d&rsquo;inscription, (Spareroom)<\/p>\n<p>Remises super vendeur (vendeurs eBay TopRated)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><small><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> La d\u00e9sinterm\u00e9diation est le fait que les clients contournent la plateforme lors de transactions ult\u00e9rieures apr\u00e8s s&rsquo;\u00eatre initialement connect\u00e9s via la plateforme.<\/small><\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<h4>Prochaines \u00e9tapes<\/h4>\n<p>Nous examinons plus en d\u00e9tail comment les strat\u00e9gies de tarification peuvent utiliser &#8211; et combiner &#8211; ces leviers pour soutenir le double objectif de <a href=\"https:\/\/www.launchworks.co\/fr\/insights\/tarification-de-la-plateforme-croissance-et-engagement\/\">croissance et d&rsquo;engagement dans cet article<\/a>, et <a href=\"https:\/\/www.launchworks.co\/fr\/insights\/tarification-de-la-plateforme-fidelite-et-experience-client\/\">de mon\u00e9tisation dans la derni\u00e8re partie de cette s\u00e9rie d&rsquo;articles sur la tarification<\/a>.<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><em><a href=\"http:\/\/www.launchworks.co\/about\/justin-coutts\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-1515 size-full\" src=\"http:\/\/launchworks.silk.digital\/wp-content\/uploads\/2016\/06\/launchworks-justin-coutts-thumb-02.png\" alt=\"launchworks-justin-coutts-thumb-02\" width=\"100\" height=\"100\" \/><\/a><a href=\"https:\/\/www.launchworks.co\/fr\/a-propos\/justin-coutts\/\"><br \/>\nJustin Coutts<\/a> est Platform Value Architect chez Launchworks. Il se sp\u00e9cialise dans la conception des prix et des propositions de valeur pour les mod\u00e8les de plateformes multifaces.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La tarification pour les plateformes comme Uber, Airbnb ou eBay, o\u00f9 la valeur est co-cr\u00e9\u00e9e par les participants, s&rsquo;accompagne de d\u00e9fis uniques. Cet article compare et contraste les mod\u00e8les de tarification des plateformes par rapport aux entreprises traditionnelles, et met en \u00e9vidence les principes cl\u00e9s qui renforcent les \u00e9cosyst\u00e8mes hybrides. &nbsp; Dans les entreprises traditionnelles,&hellip; <a class=\"read-more\" href=\"https:\/\/www.launchworks.co\/fr\/insights\/tarification-pour-les-entreprises-alimentees-par-une-plateforme\/\">Read More<\/a><\/p>\n","protected":false},"author":3,"featured_media":10135,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[124,123,125,140],"tags":[],"class_list":["post-11094","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-connaissances","category-plans-daffaires","category-plateformes","category-prix"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.2) - 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