免费增值模式下SaaS云服务定价策略研究

发布时间：2018-04-03 12:24

本文选题：软件即服务　切入点：定价模型　出处：《首都经济贸易大学》2017年硕士论文

【摘要】：SaaS服务正在慢慢的替代传统软件,不仅功能方便快捷,价格也相对便宜。然而当下SaaS服务的定价研究多在于免费试用、捆绑定价和双边收费上,但不同企业针对自家SaaS服务的营销模式也是有差异的,在采用免费增值模式的企业生搬硬套其他营销模式的定价策略显然不合理。在一定层度上,这就会限制了 SaaS产业进一步的发展,那么以免费增值为切入点探讨SaaS服务定价就有了实际的应用研究价值。企业的定价策略跟企业的盈利有着直接关系,不管采取什么战略手段,盈利才是企业的最终目的。定价从来都在企业战略中扮演着重要角色,正确的定价策略直接影响着企业的短期利润和长期利润,不正确的定价决策则可能损害企业声誉和降低市场竞争力,因此,一个合理的、科学的定价策略就显得非常重要。本文梳理了在消费者感知理论、博弈论、信息经济学等学科领域的最新研究成果,在前人研究的成果上,结合SaaS服务的特点对SaaS服务定价的影响因素进行分析。以免费增值模式为切入点,双寡头市场为例,应用动态博弈理论构建两阶段动态博弈定价模型,第一阶段为免费服务占有市场,第二阶段为确定供应商增值服务的最优价格,其中,量化体验免费服务带来的消费者感知服务价值对增值服务售卖价格的影响,最后通过算例分析搜索SaaS服务供应商在市场完全覆盖下的最优定价和免费服务开放程度的最优决策。模型结果表明,在对称双寡头竞争的情况下,经济市场中绝对理性的两寡头供应商会采取相同的定价策略,即对免费服务设定一样的开放程度,对增值服务制定同样的售价。供应商的利润随着免费服务的开放程度的增加先增加后减少,随着竞争对手的免费服务的开放程度的增加而减少;消费者感知服务价值会对服务售价有着积极影响,供应商的利润随着消费者感知服务价值的增加而增加,因此模型具备良好的可靠性和实用性,可以为供应商在进行定价决策时给予一定的理论支撑。
[Abstract]:SaaS services are slowly replacing traditional software, not only convenient and fast, the price is relatively cheap.However, when the pricing of SaaS services under the research is mostly free trial, bundling pricing and bilateral charges, but different enterprises for their own SaaS services marketing mode is also different.The pricing strategy of other marketing models is obviously unreasonable in the enterprises adopting free value-added model.In a certain level, this will limit the further development of SaaS industry, so it has practical application research value to explore the pricing of SaaS services from the point of view of free value-added.The pricing strategy is directly related to the profit. No matter what strategy is adopted, profit is the ultimate goal of the enterprise.Pricing has always played an important role in the enterprise strategy. The correct pricing strategy directly affects the short-term and long-term profits of the enterprise, and the incorrect pricing decision may damage the reputation of the enterprise and reduce the market competitiveness.A reasonable, scientific pricing strategy is very important.This paper reviews the latest research results in consumer perception theory, game theory, information economics and so on. On the basis of the previous research results, this paper analyzes the factors influencing the pricing of SaaS services combined with the characteristics of SaaS services.Taking the free value-added model as the starting point and the duopoly market as an example, this paper applies the dynamic game theory to construct a two-stage dynamic game pricing model. The first stage is the free service market, the second stage is to determine the optimal price of the supplier value-added service.Among them, quantitative experience free service brings consumer perceived service value to the value of value-added service sales impact,Finally, an example is given to analyze the optimal pricing and free service openness of SaaS service providers under complete market coverage.The model results show that in the case of symmetrical duopoly competition, the absolute rational oligarchic suppliers in the economic market will adopt the same pricing strategy, that is, set the same degree of openness to free services and the same price for value-added services.The profit of the supplier increases first and then decreases with the increase of the openness of the free service, and decreases with the increase of the open degree of the free service of the competitor, and the perceived value of the service will have a positive effect on the price of the service.The profit of supplier increases with the increase of consumer perceived service value, so the model has good reliability and practicability, and it can provide certain theoretical support for supplier in pricing decision.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F270.7;F224.32

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