competitive-pricing-intel
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ChineseCompetitive Pricing Intel
竞品定价情报
Track competitor pricing pages over time. Detect when they change plans, shift feature gating, adjust pricing models, or introduce new tiers. The output is a living pricing comparison matrix plus alerts when something changes.
Core principle: Pricing is the most under-monitored competitive signal. Most teams only check competitor pricing when they're about to change their own. This skill makes it continuous.
持续追踪竞品定价页面动态，检测其调整套餐、变更功能门槛、调整定价模式或推出新层级的行为。输出内容为动态更新的定价对比矩阵，以及变更发生时的预警通知。
核心原则： 定价是最容易被忽略的竞争信号。大多数团队只会在准备调整自身定价时才会查看竞品定价，本工具可实现定价监控的常态化。
When to Use
适用场景
- "What are our competitors charging?"
- "Has [competitor] changed their pricing recently?"
- "Build a pricing comparison matrix"
- "Monitor competitor pricing for changes"
- "We're rethinking our pricing — show me the competitive landscape"
- "我们的竞品收费标准是什么？"
- "[某竞品]最近有没有调整过定价？"
- "生成一份定价对比矩阵"
- "监控竞品定价变动"
- "我们正在重新考量定价策略——请展示当前竞争格局"
Phase 0: Intake
阶段0：信息收集
- Your product name + pricing page URL
- Competitors to track — Names + pricing page URLs (2-5 recommended)
- Your pricing model — How do you charge? (per seat, usage, flat, freemium, etc.)
- Key comparison dimensions — What matters to your buyer? (price per seat, included features, limits, support tiers)
- First run or recurring?
- First run: Full baseline capture + historical analysis
- Recurring: Compare against last snapshot
- 你的产品名称 + 定价页面URL
- 待追踪竞品 —— 名称 + 定价页面URL（建议2-5个）
- 你的定价模式 —— 收费方式是什么？（按席位、用量、固定费用、免费增值等）
- 核心对比维度 —— 对你的买家而言最重要的指标是什么？（每席位定价、包含功能、使用限制、支持层级）
- 首次运行还是定期运行？
- 首次运行： 完整基线数据抓取 + 历史分析
- 定期运行： 与上一次快照做对比
Phase 1: Current Pricing Capture
阶段1：当前定价抓取
1A: Live Scrape
1A：实时抓取
For each competitor's pricing page:
Fetch: [competitor pricing URL]Extract:
- Plan names and prices — Every tier with monthly and annual pricing
- Feature matrix — What's included in each tier?
- Limits — Usage caps, seat limits, storage, API calls
- Add-ons — What costs extra beyond base plans?
- Enterprise tier — "Contact us" or listed price? What's gated behind sales?
- Free tier / trial — What's available without paying?
- Pricing model — Per seat / per user / usage-based / flat / hybrid
对每个竞品的定价页面执行以下操作：
Fetch: [competitor pricing URL]提取内容：
- 套餐名称与价格 —— 每个层级的月度与年度定价
- 功能矩阵 —— 每个层级包含哪些功能？
- 使用限制 —— 用量上限、席位限制、存储空间、API调用次数
- 附加组件 —— 基础套餐外需要额外付费的内容有哪些？
- 企业层级 —— 是「联系我们」还是明码标价？哪些内容需要走销售流程才能获取？
- 免费层级/试用 —— 无需付费即可使用的内容有哪些？
- 定价模式 —— 按席位/按用户/用量付费/固定费用/混合模式
1B: Web Archive Historical Check
1B：Web Archive历史核查
Search for past versions of their pricing page:
Search: "web.archive.org" "[competitor pricing URL]"
Fetch: web.archive.org/web/*/[competitor pricing URL]Look for the last 2-3 snapshots to detect:
- Price increases/decreases
- Plan restructuring (new tiers added, tiers removed)
- Feature gating changes (features moved between tiers)
- Model shifts (e.g., moved from per-seat to usage-based)
- Free tier changes (expanded or restricted)
搜索其定价页面的历史版本：
Search: "web.archive.org" "[competitor pricing URL]"
Fetch: web.archive.org/web/*/[competitor pricing URL]查看最近2-3份快照，检测以下变动：
- 价格上涨/下降
- 套餐层级重组（新增层级、移除层级）
- 功能门槛变更（功能在不同层级间迁移）
- 模式转变（例如从按席位收费转为按用量收费）
- 免费层级变更（权益扩大或收紧）
1C: Pricing Announcement Research
1C：定价公告调研
Search: "[competitor]" pricing change OR "new pricing" OR "updated plans"
Search: "[competitor]" blog pricing OR announcement plans
Search: "[competitor]" site:reddit.com pricing OR "price increase"Capture any public announcements or community reactions to pricing changes.
Search: "[competitor]" pricing change OR "new pricing" OR "updated plans"
Search: "[competitor]" blog pricing OR announcement plans
Search: "[competitor]" site:reddit.com pricing OR "price increase"收集所有与定价变动相关的公开公告或社区反馈。
Phase 2: Pricing Analysis
阶段2：定价分析
2A: Competitive Pricing Matrix
2A：竞品定价矩阵
Build a normalized comparison across all competitors:
| Dimension | Your Product | Competitor A | Competitor B | Competitor C |
|---|---|---|---|---|
| Starter price | $X/mo | $X/mo | $X/mo | $X/mo |
| Mid-tier price | $X/mo | $X/mo | $X/mo | $X/mo |
| Enterprise | $X/mo or Custom | ... | ... | ... |
| Pricing model | [Model] | [Model] | [Model] | [Model] |
| Free tier | [Yes/No + limits] | ... | ... | ... |
| Annual discount | [X%] | ... | ... | ... |
| Key limit (starter) | [e.g., 5 seats] | ... | ... | ... |
| Key limit (mid) | [e.g., 20 seats] | ... | ... | ... |
| Overage cost | [$/unit or blocked] | ... | ... | ... |
| Support included | [Email/chat/phone] | ... | ... | ... |
构建所有竞品的标准化对比表：
| 维度 | 你的产品 | 竞品A | 竞品B | 竞品C |
|---|---|---|---|---|
| 入门版价格 | $X/月 | $X/月 | $X/月 | $X/月 |
| 中层版本价格 | $X/月 | $X/月 | $X/月 | $X/月 |
| 企业版 | $X/月 或 定制 | ... | ... | ... |
| 定价模式 | [模式] | [模式] | [模式] | [模式] |
| 免费层级 | [是/否 + 限制] | ... | ... | ... |
| 年度折扣 | [X%] | ... | ... | ... |
| 核心限制（入门版） | [例如：5个席位] | ... | ... | ... |
| 核心限制（中层版） | [例如：20个席位] | ... | ... | ... |
| 超额费用 | [$/单位 或 禁用] | ... | ... | ... |
| 包含的支持服务 | [邮件/在线聊天/电话] | ... | ... | ... |
2B: Price-to-Value Ratio
2B：性价比分析
For the ICP's typical use case, calculate effective cost:
Scenario: [Typical ICP — e.g., "10-person growth team, 5,000 contacts, 1,000 emails/month"]
Your Product: $[X]/mo for this scenario
Competitor A: $[X]/mo for this scenario
Competitor B: $[X]/mo for this scenarioThis reveals true competitive pricing position, not just list price.
针对理想客户画像（ICP）的典型使用场景，计算实际成本：
Scenario: [典型ICP — 例如 "10人规模增长团队，5000个联系人，每月发送1000封邮件"]
你的产品: 该场景下费用为 $[X]/月
竞品A: 该场景下费用为 $[X]/月
竞品B: 该场景下费用为 $[X]/月这能体现真实的定价竞争地位，而非仅看标价。
2C: Packaging Strategy Analysis
2C：套餐策略分析
For each competitor, identify their packaging strategy:
| Strategy | Description | Who Uses It |
|---|---|---|
| Good-Better-Best | 3 tiers, clear upgrade path | Most SaaS |
| Usage-based | Pay for what you use | API/infrastructure |
| Per-seat | Price scales with team | Collaboration tools |
| Freemium | Free forever, premium features | PLG products |
| Reverse trial | Full features free, then downgrade | Conversion-optimized |
| Platform + add-ons | Base platform + modular features | Enterprise |
为每个竞品识别其套餐策略：
| 策略 | 描述 | 适用主体 |
|---|---|---|
| 好-更好-最好 | 3个层级，升级路径清晰 | 大多数SaaS产品 |
| 用量付费 | 按需付费 | API/基础设施类产品 |
| 按席位付费 | 价格随团队规模增长 | 协作工具 |
| 免费增值 | 永久免费，提供付费高级功能 | PLG产品 |
| 反向试用 | 免费试用全功能，到期后降级 | 追求转化优化的产品 |
| 平台+附加组件 | 基础平台+模块化功能 | 企业级产品 |
2D: Change Detection (Recurring Runs)
2D：变动检测（定期运行）
Compare current snapshot against previous:
| Change Type | Severity | Example |
|---|---|---|
| Price increase | High | Starter: $29 → $39/mo |
| Price decrease | High | Aggressive competitive move |
| New tier added | Medium | "Growth" plan between Starter and Pro |
| Tier removed | Medium | Simplified from 4 to 3 plans |
| Feature ungated | Medium | Feature moved from Pro to Starter |
| Feature gated | Medium | Feature moved from Starter to Pro |
| Model change | Critical | Shifted from per-seat to usage-based |
| Free tier change | High | Free plan limits reduced/expanded |
将当前快照与上一次对比：
| 变动类型 | 严重程度 | 示例 |
|---|---|---|
| 价格上涨 | 高 | 入门版：$29/月 → $39/月 |
| 价格下降 | 高 | 激进的竞争动作 |
| 新增层级 | 中 | 入门版与专业版之间新增「增长」套餐 |
| 移除层级 | 中 | 从4个套餐简化为3个 |
| 功能放开门槛 | 中 | 功能从专业版下放到入门版 |
| 功能提高门槛 | 中 | 功能从入门版上调到专业版 |
| 模式变更 | 危急 | 从按席位收费转为按用量收费 |
| 免费层级变更 | 高 | 免费套餐限制收紧/放宽 |
Phase 3: Output Format
阶段3：输出格式
markdown
undefinedmarkdown
undefinedCompetitive Pricing Intel — [DATE]
竞品定价情报 —— [日期]
Products tracked: [your product], [competitors]
Previous snapshot: [date or "first run"]
追踪产品：[你的产品], [竞品列表]
上一次快照：[日期 或 "首次运行"]
Pricing Change Alerts
定价变动预警
[Competitor Name]
[竞品名称]
- Change detected: [Description of what changed]
- Previous: [Old pricing/plan structure]
- Current: [New pricing/plan structure]
- Implication for us: [What this means for your positioning/pricing]
(Repeat for each competitor with changes. If no changes: "No pricing changes detected since [last run date].")
- 检测到变动： [变动内容描述]
- 之前版本： [旧定价/套餐结构]
- 当前版本： [新定价/套餐结构]
- 对我方的影响： [该变动对你方定位/定价的意义]
（每个有变动的竞品重复上述模块，若无变动则显示：「自[上一次运行日期]以来未检测到定价变动。」）
Competitive Pricing Matrix
竞品定价矩阵
| [You] | [Comp A] | [Comp B] | [Comp C] | |
|---|---|---|---|---|
| Starter | $[X]/mo | $[X]/mo | $[X]/mo | $[X]/mo |
| Mid-tier | $[X]/mo | $[X]/mo | $[X]/mo | $[X]/mo |
| Enterprise | [Price] | [Price] | [Price] | [Price] |
| Model | [Type] | [Type] | [Type] | [Type] |
| Free tier | [Details] | [Details] | [Details] | [Details] |
| Annual discount | [X%] | [X%] | [X%] | [X%] |
| [你方] | [竞品A] | [竞品B] | [竞品C] | |
|---|---|---|---|---|
| 入门版 | $[X]/月 | $[X]/月 | $[X]/月 | $[X]/月 |
| 中层版 | $[X]/月 | $[X]/月 | $[X]/月 | $[X]/月 |
| 企业版 | [价格] | [价格] | [价格] | [价格] |
| 模式 | [类型] | [类型] | [类型] | [类型] |
| 免费层级 | [详情] | [详情] | [详情] | [详情] |
| 年度折扣 | [X%] | [X%] | [X%] | [X%] |
ICP Scenario Pricing
ICP场景定价
For: [Typical buyer scenario]
| Product | Monthly Cost | Annual Cost | Notes |
|---|---|---|---|
| [You] | $[X] | $[X] | [Context] |
| [Comp A] | $[X] | $[X] | [Context — e.g., "requires add-on for [feature]"] |
| [Comp B] | $[X] | $[X] | [Context] |
Your position: [Cheapest / Mid-range / Premium] for this scenario
适用：[典型买家场景]
| 产品 | 月度成本 | 年度成本 | 备注 |
|---|---|---|---|
| [你方] | $[X] | $[X] | [上下文] |
| [竞品A] | $[X] | $[X] | [上下文——例如「[功能]需额外购买附加组件」] |
| [竞品B] | $[X] | $[X] | [上下文] |
你方定位： 该场景下[最便宜/中等价位/高端价位]
Feature Gating Comparison
功能门槛对比
Features that matter most to ICP — where are they gated?
| Feature | [You] | [Comp A] | [Comp B] |
|---|---|---|---|
| [Feature 1] | [Tier] | [Tier] | [Tier] |
| [Feature 2] | [Tier] | [Tier] | [Tier] |
| [Feature 3] | [Tier] | [Tier] | [Tier] |
ICP最关注的功能——对应的开放层级是？
| 功能 | [你方] | [竞品A] | [竞品B] |
|---|---|---|---|
| [功能1] | [层级] | [层级] | [层级] |
| [功能2] | [层级] | [层级] | [层级] |
| [功能3] | [层级] | [层级] | [层级] |
Packaging Strategy Summary
套餐策略总结
| Competitor | Strategy | Target Motion | Notes |
|---|---|---|---|
| [Comp A] | [Strategy type] | [PLG/Sales-led/Hybrid] | [Key observation] |
| [Comp B] | [Strategy type] | [Motion] | [Observation] |
| 竞品 | 策略 | 目标动效 | 备注 |
|---|---|---|---|
| [竞品A] | [策略类型] | [PLG/销售驱动/混合] | [核心观察] |
| [竞品B] | [策略类型] | [动效] | [观察] |
Pricing Recommendations
定价建议
Based on competitive analysis:
基于竞品分析给出如下建议：
If holding current pricing:
若维持当前定价：
- Strength: [Where your pricing wins]
- Vulnerability: [Where a competitor undercuts you]
- Messaging guidance: [How to position price on sales calls]
- 优势： [你方定价的优势点]
- 短板： [竞品价格低于你方的场景]
- 话术指引： [销售沟通中如何定位价格优势]
If considering a change:
若考虑调整定价：
- Opportunity: [Gap in market you could fill — e.g., "no one offers usage-based in this category"]
- Risk: [What to watch out for — e.g., "Competitor B is already cheaper at scale"]
Save to `clients/<client-name>/product-marketing/pricing-intel/pricing-comparison-[YYYY-MM-DD].md`.- 机会： [你可填补的市场空白——例如「该品类中没有提供用量付费模式的玩家」]
- 风险： [需要注意的问题——例如「竞品B在大规模使用场景下价格已经更低」]
保存至 `clients/<client-name>/product-marketing/pricing-intel/pricing-comparison-[YYYY-MM-DD].md`。Scheduling
运行调度
Run monthly (pricing changes are infrequent but impactful):
bash
0 8 1 * * python3 run_skill.py competitive-pricing-intel --client <client-name>每月运行一次（定价变动频率低但影响大）：
bash
0 8 1 * * python3 run_skill.py competitive-pricing-intel --client <client-name>Cost
成本
| Component | Cost |
|---|---|
| Web scraping (pricing pages) | Free |
| Web Archive lookups | Free |
| Web search (announcements) | Free |
| Analysis and comparison | Free (LLM reasoning) |
| Total | Free |
| 组成部分 | 成本 |
|---|---|
| 网页抓取（定价页面） | 免费 |
| Web Archive查询 | 免费 |
| 网页搜索（公告） | 免费 |
| 分析对比 | 免费（LLM推理） |
| 总计 | 免费 |
Tools Required
所需工具
- web_search — for pricing announcements and community reactions
- fetch_webpage — for scraping current pricing pages
- No API keys required
- web_search — 用于查询定价公告与社区反馈
- fetch_webpage — 用于抓取当前定价页面
- 无需API密钥
Trigger Phrases
触发短语
- "What are competitors charging?"
- "Has [competitor] changed their pricing?"
- "Build a pricing comparison matrix"
- "Run competitive pricing intel for [client]"
- "Monitor competitor pricing pages"
- "竞品收费标准是什么？"
- "[某竞品]有没有调整过定价？"
- "生成定价对比矩阵"
- "为[客户]运行竞品定价情报分析"
- "监控竞品定价页面"