基于SaaS的IT服務(wù)定價策略研究
發(fā)布時間：2019-06-15 06:42
【摘要】：近幾年,隨著云計算技術(shù)的出現(xiàn)和服務(wù)導(dǎo)向思想的快速擴散,基于SaaS (Software as a Service)的IT服務(wù)(簡稱SaaS服務(wù))提供了一種新的IT服務(wù)模式。相對于傳統(tǒng)軟件開發(fā)和信息系統(tǒng)建設(shè),SaaS服務(wù)通過互聯(lián)網(wǎng)向眾多消費者提供了一種標準化的軟件服務(wù)。它有效的幫助中小企業(yè)避免了缺少資金、信息系統(tǒng)建設(shè)水平低下帶來的不足,有助于企業(yè)快速、低成本的享受先進的IT服務(wù)。當SaaS服務(wù)供應(yīng)商采用這種IT服務(wù)模式時,如何依據(jù)SaaS服務(wù)的特點制定與之適應(yīng)的定價決策,對IT服務(wù)供應(yīng)商進行市場拓展和消費者享受SaaS服務(wù)技術(shù)進步帶來的福利均有實際的價值。 定價決策的首要目標是最大化服務(wù)提供商的利潤,SaaS服務(wù)供應(yīng)商的定價決策受到多方面因素的影響,本文基于SaaS服務(wù)供應(yīng)商視角,以消費者效用為主要的分析工具探討SaaS服務(wù)供應(yīng)商面臨的定價決策問題。 論文的主要內(nèi)容和貢獻如下： 首先,根據(jù)SaaS服務(wù)的特點,定性分析了哪些因素會影響基于成本、基于市場和基于消費者價值對SaaS服務(wù)定價。重點定量分析了SaaS服務(wù)消費者價值的影響因素。通過評論文本挖掘發(fā)現(xiàn)消費者對SaaS服務(wù)軟件部分的功能內(nèi)容完備性較少關(guān)注,而更多關(guān)注安全性、響應(yīng)性等服務(wù)質(zhì)量要素。結(jié)合SaaS服務(wù)采納相關(guān)理論和SaaS服務(wù)的特點,分析提煉出了影響SaaS服務(wù)消費者價值的關(guān)鍵因素,建立了理論模型,實證研究發(fā)現(xiàn)響應(yīng)性、安全性、柔性、可靠性和社會影響直接和通過感知有用性間接正向影響顧客價值,和諧性僅直接正向影響顧客價值,價格與顧客價值顯著負相關(guān)。其中,響應(yīng)性對SaaS服務(wù)顧客價值影響程度最大。 其次,基于SaaS服務(wù)捆綁了硬件服務(wù)和軟件服務(wù),并施行租賃計算資源的特點,考慮壟斷供應(yīng)商面對選擇捆綁定價還是分開定價的決策問題,運用基本價格優(yōu)化方法得出了兩種策略下軟件供應(yīng)商的最優(yōu)價格和最大利潤,分析了供應(yīng)商進行不同策略選擇的邊界條件。最后運用數(shù)值模擬探討了供應(yīng)商利潤最大化策略選擇對消費者剩余和社會福利的影響。研究發(fā)現(xiàn)捆綁策略并不一定損害消費者剩余,當服務(wù)可變成本較低時,利潤最大化策略和社會福利最大化策略在捆綁策略處取得一致,并處于較高水平；當服務(wù)可變成本較高時,在分開定價策略處取得一致,并處于較低水平。供應(yīng)商可通過不斷降低可變成本提高利潤及福利水平。 最后,將在線免費試用對消費者價值的影響引入SaaS服務(wù)縱向差異化模型中,研究了雙寡頭壟斷SaaS服務(wù)供應(yīng)商在市場完全覆蓋和未完全覆蓋情形下的Bertrand價格競爭和試用時間決策問題。在市場完全覆蓋情形下,求解出寡頭供應(yīng)商試用時長最優(yōu)決策和Bertrand-Nash均衡;在市場不完全覆蓋情形下,求解了均衡價格,并通過數(shù)值模擬分析了試用時間對均衡的影響,然后探討了質(zhì)量差異和在線試用時長對消費者剩余和社會福利的影響。
[Abstract]:In recent years, with the emergence of cloud computing technology and the rapid diffusion of service-oriented ideas, SaaS (Software as a Service)-based IT services (SaaS services) provide a new IT service model. Compared with traditional software development and information system construction, SaaS service provides a standardized software service to many consumers through the Internet. It effectively helps small and medium-sized enterprises to avoid the lack of funds and the low level of information system construction, which is helpful for enterprises to enjoy advanced IT services quickly and cheaply. When SaaS service providers adopt this IT service model, how to make appropriate pricing decisions according to the characteristics of SaaS services, it is of practical value for IT service providers to expand the market and consumers to enjoy the benefits brought about by the technological progress of SaaS services. The primary goal of pricing decision is to maximize the profit of service provider, and the pricing decision of SaaS service provider is affected by many factors. Based on the perspective of SaaS service provider, this paper discusses the pricing decision problem faced by SaaS service provider with consumer utility as the main analysis tool. The main contents and contributions of this paper are as follows: first, according to the characteristics of SaaS services, qualitative analysis of which factors will affect the pricing of SaaS services based on cost, market and consumer value. The influencing factors of consumer value of SaaS services are analyzed quantitatively. Through comment text mining, it is found that consumers pay less attention to the functional content completeness of SaaS service software, and pay more attention to security, responsiveness and other quality of service elements. Combined with the relevant theories of SaaS service adoption and the characteristics of SaaS service, the key factors affecting the consumer value of SaaS service are analyzed and extracted, and the theoretical model is established. It is found that responsiveness, security, flexibility, reliability and social impact directly and indirectly positively affect customer value through perceived usefulness, harmony only directly and positively affects customer value, and price is negatively correlated with customer value. Among them, responsiveness has the greatest impact on customer value of SaaS service. Secondly, based on the characteristics of SaaS service bundling hardware service and software service, and implementing the characteristics of leasing computing resources, considering the decision of monopoly supplier to choose bundled pricing or separate pricing, the optimal price and maximum profit of software supplier under the two strategies are obtained by using the basic price optimization method, and the boundary conditions of supplier selection for different strategies are analyzed. Finally, the influence of supplier profit maximization strategy choice on consumer surplus and social welfare is discussed by numerical simulation. It is found that the binding strategy does not necessarily damage the consumer surplus. When the variable cost of the service is low, the profit maximization strategy and the social welfare maximization strategy are consistent in the bundling strategy and at a higher level; when the variable cost of the service is high, it is consistent in the separate pricing strategy and at a lower level. Suppliers can improve profits and benefits by continuously reducing variable costs. Finally, the influence of online free trial on consumer value is introduced into the vertical differentiation model of SaaS services, and the Bertrand price competition and trial time decision of duopoly SaaS service providers under the condition of complete market coverage and incomplete coverage are studied. Under the condition of complete market coverage, the optimal decision and Bertrand-Nash equilibrium of oligopoly supplier trial time are solved, and the equilibrium price is solved under the condition of incomplete market coverage, and the influence of trial time on equilibrium is analyzed by numerical simulation, and then the influence of quality difference and online trial time on consumer surplus and social welfare is discussed.
【學位授予單位】：華中科技大學
【學位級別】：博士
【學位授予年份】：2014
【分類號】：F274;TP393.09
本文編號：2500044
[Abstract]:In recent years, with the emergence of cloud computing technology and the rapid diffusion of service-oriented ideas, SaaS (Software as a Service)-based IT services (SaaS services) provide a new IT service model. Compared with traditional software development and information system construction, SaaS service provides a standardized software service to many consumers through the Internet. It effectively helps small and medium-sized enterprises to avoid the lack of funds and the low level of information system construction, which is helpful for enterprises to enjoy advanced IT services quickly and cheaply. When SaaS service providers adopt this IT service model, how to make appropriate pricing decisions according to the characteristics of SaaS services, it is of practical value for IT service providers to expand the market and consumers to enjoy the benefits brought about by the technological progress of SaaS services. The primary goal of pricing decision is to maximize the profit of service provider, and the pricing decision of SaaS service provider is affected by many factors. Based on the perspective of SaaS service provider, this paper discusses the pricing decision problem faced by SaaS service provider with consumer utility as the main analysis tool. The main contents and contributions of this paper are as follows: first, according to the characteristics of SaaS services, qualitative analysis of which factors will affect the pricing of SaaS services based on cost, market and consumer value. The influencing factors of consumer value of SaaS services are analyzed quantitatively. Through comment text mining, it is found that consumers pay less attention to the functional content completeness of SaaS service software, and pay more attention to security, responsiveness and other quality of service elements. Combined with the relevant theories of SaaS service adoption and the characteristics of SaaS service, the key factors affecting the consumer value of SaaS service are analyzed and extracted, and the theoretical model is established. It is found that responsiveness, security, flexibility, reliability and social impact directly and indirectly positively affect customer value through perceived usefulness, harmony only directly and positively affects customer value, and price is negatively correlated with customer value. Among them, responsiveness has the greatest impact on customer value of SaaS service. Secondly, based on the characteristics of SaaS service bundling hardware service and software service, and implementing the characteristics of leasing computing resources, considering the decision of monopoly supplier to choose bundled pricing or separate pricing, the optimal price and maximum profit of software supplier under the two strategies are obtained by using the basic price optimization method, and the boundary conditions of supplier selection for different strategies are analyzed. Finally, the influence of supplier profit maximization strategy choice on consumer surplus and social welfare is discussed by numerical simulation. It is found that the binding strategy does not necessarily damage the consumer surplus. When the variable cost of the service is low, the profit maximization strategy and the social welfare maximization strategy are consistent in the bundling strategy and at a higher level; when the variable cost of the service is high, it is consistent in the separate pricing strategy and at a lower level. Suppliers can improve profits and benefits by continuously reducing variable costs. Finally, the influence of online free trial on consumer value is introduced into the vertical differentiation model of SaaS services, and the Bertrand price competition and trial time decision of duopoly SaaS service providers under the condition of complete market coverage and incomplete coverage are studied. Under the condition of complete market coverage, the optimal decision and Bertrand-Nash equilibrium of oligopoly supplier trial time are solved, and the equilibrium price is solved under the condition of incomplete market coverage, and the influence of trial time on equilibrium is analyzed by numerical simulation, and then the influence of quality difference and online trial time on consumer surplus and social welfare is discussed.
【學位授予單位】：華中科技大學
【學位級別】：博士
【學位授予年份】：2014
【分類號】：F274;TP393.09
【參考文獻】
相關(guān)期刊論文 前10條
1 汪德帥;張一川;張斌;劉瑩;;支持多租約SaaS應(yīng)用按需服務(wù)的負載均衡策略[J];東北大學學報(自然科學版);2011年03期
2 周毅;孟衛(wèi)東;柳曉瑩;;移動數(shù)據(jù)業(yè)務(wù)購買意愿的關(guān)鍵影響因素研究[J];管理工程學報;2010年01期
3 金玉芳;胡寧俊;張瑞雪;;網(wǎng)上商店綁定策略對顧客價值影響的實證研究[J];管理工程學報;2011年01期
4 張新安;;中國消費者的顧客價值形成機制:以手機為對象的實證研究[J];管理世界;2010年01期
5 嚴建援;郭海玲;戢妍;;具有縱向差異的軟件提供商競爭性升級定價問題[J];管理學報;2013年05期
6 鄧之宏;秦軍昌;鐘利紅;;中國C2C交易市場電子服務(wù)質(zhì)量對顧客忠誠的影響——以顧客滿意和顧客價值為中介變量[J];北京工商大學學報(社會科學版);2013年02期
7 李森;;淺析基于SaaS架構(gòu)的多租戶技術(shù)[J];電子設(shè)計工程;2013年20期
8 張明立,樊華,于秋紅;顧客價值的內(nèi)涵、特征及類型[J];管理科學;2005年02期
9 楊善林;羅賀;丁帥;;基于云計算的多源信息服務(wù)系統(tǒng)研究綜述[J];管理科學學報;2012年05期
10 趙衛(wèi)宏;;網(wǎng)絡(luò)零售中的顧客價值及其對店鋪忠誠的影響[J];經(jīng)濟管理;2010年05期
，本文編號：2500044
本文鏈接：http://sikaile.net/guanlilunwen/ydhl/2500044.html
最近更新
教材專著
