摘要
作为近十年来一个重大技术突破,云(计算)服务已在产业界掀起应用热潮.然而,对于云计算商业化最为关键的服务定价问题,学界尚缺乏系统深入的探讨.在传统"订阅定价"和"按需定价"机制基础上,本文首次引入用户群体异质性和按需收费成本因素,构建了基于"用户适应度"和"交易成本"的混合定价模型.模型分析发现:①市场发展初期用户群体适应度较低,云服务企业一般应采用"订阅定价"并结合低价策略培育用户习惯;随着市场走向成熟,用户适应度上升且交易成本降低,企业可引入"按需定价"从而逐步过渡至混合定价模式.②在混合定价机制下,随着用户适应度上升(或交易成本降低),用户倾向于从"订阅购买"转向"按需购买",此时云服务企业利润随之增加.③用户适应度和交易成本的变化将直接影响企业利润、用户剩余和社会福利水平,但两者的作用方向不尽相同.本文研究为云服务提供企业在商业实践中制定价格策略提供了理论指引.
As a major technological breakthrough in the past decade, cloud (computing) service has been boomingly adopted among the industries. However, for the most critical issue of the cloud computing commercialization-pricing, there is still lack of systematic and profound discussion in the academic world. Based on the traditional "subscription pricing" and "pay-per-use pricing", this paper considered two important factors of the user heterogeneity and the firm's pricing costs to construct a mixed pricing model for the first time. The model analysis found that:① During the early development of the market (while the user fitness of groups towards cloud services is very low), cloud service enterprises should use the "subscription pricing" and combine with low-price strategy to cultivate user habits;As the market matures (while the user fitness increases and transaction cost reduces),"pay-per-use pricing" should be introduced, thus to offer the mixed pricing model.② In the mixed pricing mechanism, if the user fitness rises (or transaction cost declines), users tend to choose "subscription pricing" rather than "pay-per-use pricing", then cloud services enterprises will get more profits.③ Changes in the user fitness and transaction cost will accordingly affect the provider's profits, consumer surplus and social welfare, but the impact of the two parameters are not the same. This paper provides theoretical guidance for cloud service providers to make proper price strategies in business practice.
作者
刘征驰
李慧子
马滔
LIU Zhengchi;LI Huizi;MA Tao(School of Economics and Trade,Hunan University,Changsha 410079,China)
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2019年第3期749-765,共17页
Systems Engineering-Theory & Practice
基金
国家自然科学基金面上项目(71771081)
国家自然科学基金国际合作项目(71420107027)
湖南省自然科学基金面上项目(2017JJ2037)~~
关键词
云服务
定价机制
用户异质性
交易成本
cloud service
pricing scheme
user heterogeneity
transaction cost
