基于SaaS的IT服务定价策略研究

发布时间：2019-06-15 06:42

【摘要】：近几年,随着云计算技术的出现和服务导向思想的快速扩散,基于SaaS (Software as a Service)的IT服务(简称SaaS服务)提供了一种新的IT服务模式。相对于传统软件开发和信息系统建设,SaaS服务通过互联网向众多消费者提供了一种标准化的软件服务。它有效的帮助中小企业避免了缺少资金、信息系统建设水平低下带来的不足,有助于企业快速、低成本的享受先进的IT服务。当SaaS服务供应商采用这种IT服务模式时,如何依据SaaS服务的特点制定与之适应的定价决策,对IT服务供应商进行市场拓展和消费者享受SaaS服务技术进步带来的福利均有实际的价值。定价决策的首要目标是最大化服务提供商的利润,SaaS服务供应商的定价决策受到多方面因素的影响,本文基于SaaS服务供应商视角,以消费者效用为主要的分析工具探讨SaaS服务供应商面临的定价决策问题。论文的主要内容和贡献如下：首先,根据SaaS服务的特点,定性分析了哪些因素会影响基于成本、基于市场和基于消费者价值对SaaS服务定价。重点定量分析了SaaS服务消费者价值的影响因素。通过评论文本挖掘发现消费者对SaaS服务软件部分的功能内容完备性较少关注,而更多关注安全性、响应性等服务质量要素。结合SaaS服务采纳相关理论和SaaS服务的特点,分析提炼出了影响SaaS服务消费者价值的关键因素,建立了理论模型,实证研究发现响应性、安全性、柔性、可靠性和社会影响直接和通过感知有用性间接正向影响顾客价值,和谐性仅直接正向影响顾客价值,价格与顾客价值显著负相关。其中,响应性对SaaS服务顾客价值影响程度最大。其次,基于SaaS服务捆绑了硬件服务和软件服务,并施行租赁计算资源的特点,考虑垄断供应商面对选择捆绑定价还是分开定价的决策问题,运用基本价格优化方法得出了两种策略下软件供应商的最优价格和最大利润,分析了供应商进行不同策略选择的边界条件。最后运用数值模拟探讨了供应商利润最大化策略选择对消费者剩余和社会福利的影响。研究发现捆绑策略并不一定损害消费者剩余,当服务可变成本较低时,利润最大化策略和社会福利最大化策略在捆绑策略处取得一致,并处于较高水平；当服务可变成本较高时,在分开定价策略处取得一致,并处于较低水平。供应商可通过不断降低可变成本提高利润及福利水平。最后,将在线免费试用对消费者价值的影响引入SaaS服务纵向差异化模型中,研究了双寡头垄断SaaS服务供应商在市场完全覆盖和未完全覆盖情形下的Bertrand价格竞争和试用时间决策问题。在市场完全覆盖情形下,求解出寡头供应商试用时长最优决策和Bertrand-Nash均衡;在市场不完全覆盖情形下,求解了均衡价格,并通过数值模拟分析了试用时间对均衡的影响,然后探讨了质量差异和在线试用时长对消费者剩余和社会福利的影响。
[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.
【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F274;TP393.09

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