摘要：This post will introduce the intensive reading master's thesis "Research on SaaS Pricing Game Considering Market Structure Differe
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“喆学（134）：精读硕士论文
《考虑市场结构差异的SaaS定价博弈研究》
SaaS占优市场下SaaS与SWS升级定价博弈研究（2）”
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Today, the editor brings the
"Zhexue (134): Intensive reading of master's thesis
"A study on SaaS pricing game considering market structure differences"
Research on the pricing game between SaaS and
SWS upgrades in a SaaS-dominated market (2)”
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本期推文将从思维导图、精读内容、知识补充三个方面介绍精读硕士论文《考虑市场结构差异的SaaS定价博弈研究》的SaaS占优市场下SaaS与SWS升级定价博弈研究。
This post will introduce the intensive reading master's thesis "Research on SaaS Pricing Game Considering Market Structure Differences" from three aspects: Mind map, intensive reading content, and knowledge supplement. The research on pricing game between SaaS and SWS upgrades in the SaaS-dominated market.
一、思维导图（Mind Maps）
二、精读内容（Intensive reading content）
(1)SWS提供商选择转型(SWS providers choose to transform)
当SWS提供商选择转型时，若满足条件 a1
When the SWS provider chooses to transform, if the condition a1
当SWS提供商选择转型时，市场均衡价格呈现出一定的规律。在特定条件下，第一阶段的价格高于第二阶段的AC和AB价格，且AB价格高于BC价格。当参数a1和a2满足一定关系时，SWS提供商的BC价格高于SaaS提供商的AB和BB价格，而当a2超过某个阈值时，BC价格则低于AB和BB价格。这种价格关系反映了市场竞争的动态变化，以及不同产品在市场中的定位和吸引力。
When SWS providers choose to transform, the market equilibrium price shows a certain pattern. Under certain conditions, the price in the first stage is higher than the AC and AB prices in the second stage, and the AB price is higher than the BC price. When the parameters a1 and a2 satisfy a certain relationship, the BC price of SWS providers is higher than the AB and BB prices of SaaS providers, and when a2 exceeds a certain threshold, the BC price is lower than the AB and BB prices. This price relationship reflects the dynamic changes in market competition, as well as the positioning and attractiveness of different products in the market.
市场细分方面，消费者根据其偏好和产品价格在不同阶段选择购买不同的产品。在第二阶段，部分消费者会从产品A转向B或C，而从B转向C的情况也存在。SWS和SaaS提供商通过调整价格策略来吸引和保留客户，以最大化自身利润。这种市场行为导致了复杂的市场细分和价格竞争格局，影响了双方的市场份额和利润。
In terms of market segmentation, consumers choose to buy different products at different stages based on their preferences and product prices. In the second stage, some consumers will switch from product A to B or C, and there is also a situation of switching from B to C. SWS and SaaS providers attract and retain customers by adjusting their pricing strategies to maximize their own profits. This market behavior leads to a complex market segmentation and price competition pattern, affecting the market share and profits of both parties.
当SWS提供商在第二阶段选择转型时，SWS和SaaS提供商都采取撇脂定价策略，价格普遍下降。SWS向老客户收取的转换价格低于第一阶段价格，但高于提供给SaaS转换客户的价格。同时，SaaS也降低老客户价格以吸引更多客户，即使这些客户的支付意愿可能提高。当SaaS质量改进较小时，其向转换客户收取的价格高于老客户；而当质量改进较大时，SaaS通过提升重复购买价格对老客户“攫取”更多剩余，此时老客户价格可能高于转换客户价格。
When SWS providers choose to transform in the second stage, both SWS and SaaS providers adopt a skimming pricing strategy, and prices generally fall. The conversion price charged by SWS to old customers is lower than the price in the first stage, but higher than the price offered to SaaS switching customers. At the same time, SaaS also reduces the price of old customers to attract more customers, even though the willingness to pay of these customers may increase. When the quality improvement of SaaS is small, the price it charges to switching customers is higher than that of old customers; when the quality improvement is large, SaaS "grabs" more surplus from old customers by increasing the repeat purchase price, and the price of old customers may be higher than that of switching customers.
图5.8展示了SWS和SaaS提供商价格随a2变化的趋势。SWS提供商的第一阶段价格随a2单调增加，而SaaS提供商的第一阶段价格随a2先减少后增加。当a2较小时，SaaS降低重复购买价格吸引老客户；当a2较大时，SWS为竞争SaaS客户加大折扣，而SaaS则提高老客户价格。这反映了产品B质量改进对价格策略的影响。
Figure 5.8 shows the trend of the price changes of SWS and SaaS providers with a2. The first-stage price of SWS providers increases monotonically with a2, while the first-stage price of SaaS providers decreases and then increases with a2. When a2 is small, SaaS reduces the repeat purchase price to attract old customers; when a2 is large, SWS increases discounts for competing SaaS customers, while SaaS increases the price for old customers. This reflects the impact of product B's quality improvement on the pricing strategy.
(2)模型对比分析(Model Comparison Analysis)
随着SaaS服务质量的提升，SWS提供商在第一阶段的市场份额增加，而SaaS的市场份额减少。当质量改进较小时，SWS的转型策略扩大了其市场份额，但削弱了SaaS的老用户市场。在第二阶段，质量改进越大，转换到SaaS的用户越多，转换到SWS的用户越少。质量改进缓解了市场竞争，扩大了市场均衡区间。当质量改进较小时，SWS的转型策略增加了SaaS的转换客户数量，但降低了其老用户市场份额；而当质量改进较大时，结果相反。
As the quality of SaaS services improves, the market share of SWS providers in the first stage increases, while the market share of SaaS decreases. When the quality improvement is small, the transformation strategy of SWS expands its market share but weakens the market share of SaaS's old users. In the second stage, the greater the quality improvement, the more users switch to SaaS and the fewer users switch to SWS. Quality improvement eases market competition and expands the market equilibrium range. When the quality improvement is small, the transformation strategy of SWS increases the number of SaaS's converted customers but reduces its market share of old users; when the quality improvement is large, the result is the opposite.
在SaaS占优市场中，SaaS提供商通过高价识别高价值用户，而SWS提供商因质量差异导致需求降低，采取低价吸引客户。随着SaaS服务质量的改进，两者的质量差异拉大，缓和了市场竞争，使两方能够提高价格。当SWS提供商采取转型策略时，其市场份额和利润在第一阶段有所增长，而SaaS提供商的市场份额则出现萎缩。尽管直觉上认为质量改进对SaaS有利，但实际结果表明，当SWS提供商转型时，SaaS的高质量改进反而使SWS在第一阶段表现更好，获得更高价格和更大市场份额，最终实现更高利润。
In the SaaS-dominated market, SaaS providers identify high-value users through high prices, while SWS providers adopt low prices to attract customers due to reduced demand caused by quality differences. As the quality of SaaS services improves, the quality difference between the two widens, easing market competition and enabling both parties to raise prices. When SWS providers adopt a transformation strategy, their market share and profits increase in the first stage, while the market share of SaaS providers shrinks. Although it is intuitive to think that quality improvements are beneficial to SaaS, actual results show that when SWS providers transform, high-quality improvements in SaaS actually enable SWS to perform better in the first stage, obtain higher prices and larger market share, and ultimately achieve higher profits.
三、知识补充（Knowledge supplement）
转型策略是指企业在面对市场变化、竞争压力或技术革新时，通过调整自身的业务模式、产品或服务方向，以适应新的市场需求或提升竞争力的一种战略。它通常涉及对现有业务的重新定位、技术升级、服务优化或市场拓展。
Transformation strategy refers to a strategy in which an enterprise adjusts its business model, product or service direction to adapt to new market demands or enhance competitiveness when facing market changes, competitive pressure or technological innovation. It usually involves repositioning of existing businesses, technology upgrades, service optimization or market expansion.
在SaaS（软件即服务）和SWS（软件服务）市场的竞争中，转型策略可能包括：
In the competition of SaaS (software as a service) and SWS (software as a service) markets, transformation strategies may include:
1. 技术转型：引入新技术或改进现有技术，以提升产品性能或用户体验。
1. Technology transformation: introducing new technologies or improving existing technologies to improve product performance or user experience.
2. 服务转型：从传统软件销售转向订阅式服务，或从单一产品转向综合解决方案。
2. Service transformation: shifting from traditional software sales to subscription services, or from single products to comprehensive solutions.
3. 市场定位转型：调整目标客户群体，专注于高价值用户或特定市场细分。
3. Market positioning transformation: adjusting target customer groups to focus on high-value users or specific market segments.
4. 价格策略转型：通过调整价格体系（如低价吸引客户或高价定位高端市场）来应对竞争。
4. Pricing strategy transformation: responding to competition by adjusting the pricing system (such as low prices to attract customers or high prices to position the high-end market).
5. 产品差异化转型：通过创新或差异化策略，减少与竞争对手的直接竞争。
5. Product differentiation transformation: reducing direct competition with competitors through innovation or differentiation strategies.
转型策略的目的是帮助企业更好地适应市场变化，提升竞争力，并在竞争中占据有利地位。
The purpose of transformation strategy is to help enterprises better adapt to market changes, enhance competitiveness, and occupy a favorable position in competition.
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翻译：谷歌翻译
参考资料：谷歌、Chat GPT
参考文献：丁紫雯.环境税下考虑零售商公平关切的绿色投入水平和定价决策研究[D].东华大学,2022.
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