互联网服务市场的定价策略研究

发布时间：2018-04-19 10:49

本文选题：互联网定价策略 + 服务质量　；参考：《湖南大学》2012年博士论文

【摘要】：随着互联网应用的快速发展,用户数量和内容规模日益庞大。如何在均衡各方面利益的情况下给出最优定价策略是互联网经济学研究的关键问题之一。服务质量(QoS)和效用模型是当前互联网定价策略的主要内容。如果仅考虑用户的QoS等级,虽然可满足用户的服务质量需求,提高用户的满意度,但是互联网服务提供商(ISP)的设备部署和维护成本高,难以保证不断增多用户的服务质量；如果考虑效用模型,虽然可均衡ISP与用户之间的利益关系,降低ISP的设备部署和维护成本,但是难以不同用户的服务质量。QoS与效用模型相结合的互联网定价策略可综合利用这两种方法的互补优势,不仅采用QoS来提高用户的满意度,而且采用效用模型来均衡ISP与用户的利益。本文研究基于QoS和效用模型的互联网定价策略。对运营商互联网中的利益关系进行分析,同时考虑用户、ISP和其它ISP之间的利益关系,建立相应模型和开展仿真实验,从而验证其有效性和可行性。本文的主要贡献包括： (1)已有的互联网定价策略缺乏激励兼容性,难以提供任何激励约束机制来有效地使用互联网,并需要维护大量的状态信息,导致ISP成本较高。本文面向区分服务的互联网络定价策略,即在QoS服务级别引入效用模型,利用QoS和效用模型结合来建立定价模型及定价方法。本文首先按照不同用户的QoS需求,为不同用户分配最优的资源。在此基础上,获得满足客户满意度最大化和ISP的收益最大化的价格均衡点,用以均衡用户和ISP之间的利益。最后通过模拟实验验证了所提定价策略的可行性。 (2)基于模型的定价策略存在机制不灵活等缺点,难以适应用户需求和资源负载的动态变化。基于使用率的定价策略存在计算复杂度大等缺点,导致收敛速度慢且难以实现。本文提出了一种网络拥塞敏感的互联网定价策略。考虑互联网拥塞情况,结合QoS、效用模型和拥塞控制等建立拥塞定价模型。为了抑制拥塞,引入了拥塞发生时的惩罚价格,如果用户产生了过多的流量导致拥塞发生,就对超出的流量收取惩罚费用。仿真实验结果表明,本文所提出的拥塞敏感的定价策略可以有效的抑制拥塞,而且具有计算量小,收敛速度快的优点。 (3)本文提出一种基于纳什均衡的网络服务提供商互联定价策略。该策略在考虑QoS服务等级的情况下,为了减少ISP之间流量传输定价,采用博弈论中的纳什均衡方法分析ISP之间利益关系,探讨两个或多个ISP之间的互联网定价,从而确定最优的私有交换点设置条件。以及确定随时间变化的ISP之间最优连接的拓扑关系。仿真实验结果验证了所提方法的有效性。 (4)本文提出了一种基于纳什议价博弈的互联网混合市场定价策略。为了降低系统流量传输消耗,利用纳什议价博弈方法分析用户和ISP之间、ISP和其他ISP之间利益关系。从而确定最优ISP和ISP之间的连接方式以及用户和ISP之间的最优连接方式。仿真实验结果证明了所提策略的可行性和有效性。
[Abstract]:With the rapid development of Internet applications, the number of users and the content of the increasingly large scale. The optimal pricing strategy in balancing the interests of all parties to give the case is one of the key issues of internet economics. The quality of service (QoS) and the utility model is the main content of the current Internet pricing strategy. If only consider the QoS level of the user, although to meet the needs of the user's service quality, improve customer satisfaction, but the Internet service provider (ISP) equipment deployment and maintenance costs are high, it is difficult to guarantee the quality of service of users is increasing; if considering the utility model, although the equilibrium between ISP and user interests, reduce the deployment of ISP equipment and maintenance costs, but the Internet pricing according to the strategy of quality of service.QoS and the utility model is difficult to different users the comprehensive utilization of these two kinds of methods of complementary advantages, not only. Use QoS to improve user satisfaction, and use a utility model to balance the interests of ISP and users.
This study is based on the Internet Pricing Strategy QoS and utility model. The relationship between the interests of Internet operators are analyzed, considering the users between ISP and other ISP interests, establish the corresponding model and carry out simulation experiments to verify its effectiveness and feasibility. The main contributions of this thesis include:
(1) the Internet Pricing Strategy of existing lack of incentive compatibility, it is difficult to provide any incentive and restraint mechanisms to effectively use the Internet, and need to maintain a considerable amount of state information, resulting in ISP high cost. In this paper based on the pricing strategies of Internet services, the service level using the utility model in QoS, and the utility model combined by QoS the establishment of pricing model and pricing method. Firstly, according to the QoS requirement of different users, different users for the optimal allocation of resources. On the basis of satisfying revenue maximization to maximize customer satisfaction and ISP price equilibrium between users and to balance the interests of ISP. Finally, through simulation experiments to verify the feasibility of the proposed pricing strategy.
(2) there are shortcomings of the mechanism is not flexible pricing strategy based on the model, it is difficult to adapt to the dynamic change of user requirements and resource load. The usage rate of the pricing strategy calculation complexity based on the shortcomings, resulting in slow convergence and difficult to achieve. This paper proposes a network of Internet pricing strategy has Saimin sense. Consider the Internet congestion situation, combined with QoS, the utility model and congestion control to establish congestion pricing model. In order to suppress the congestion, introduces the congestion penalty price, if the user has too much traffic congestion occurs, will charge for excess traffic penalty cost. Simulation results show that the proposed congestion sensitive pricing the strategy can restrain the congestion effectively, but also has a small amount of calculation, the advantages of fast convergence.
(3) this paper proposes a network service provider Internet Pricing Strategy Based on Nash equilibrium. The strategy in considering the QoS service level under the condition, in order to reduce the ISP traffic transmission pricing, based on the Nash equilibrium game theory analysis in the interest relationship between ISP, explore the Internet pricing between two or more ISP, thus to determine the optimal conditions for the exchange. The private setting and determining between the time-varying ISP optimal connection topology. Simulation results verify the effectiveness of the proposed method.
(4) this paper presents a Nash bargaining game of the Internet market pricing strategy based on hybrid transmission system. In order to reduce the flow of consumption, using Nash bargaining game analysis between the user and the ISP, the interests of the relationship between ISP and other ISP. To determine the optimum connection mode between ISP and ISP and between the optimal user and ISP connection simulation results show that the proposed method is feasible and effective.

【学位授予单位】：湖南大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F224;F49

【参考文献】