精读硕士论文《考虑市场结构差异的SaaS定价博弈研究》

摘要：This post will introduce the research object and keyword definition of the intensive reading master's thesis "Research on SaaS Pri

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“喆学（109）：精读硕士论文

《考虑市场结构差异的SaaS定价博弈研究》

研究对象和关键词定义”

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"Zhexue (109): Intensive reading of master's thesis

"A study on SaaS pricing game considering market structure differences"

Research object and keyword definition"

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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》的研究对象和关键词定义。

This post will introduce the research object and keyword definition of 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.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

(1)研究对象(Study subjects)

SaaS（软件即服务）是一种基于互联网的软件交付模式，用户无需在本地安装和维护软件，而是通过浏览器或应用程序直接访问云端托管的服务。这种模式的核心在于由服务提供商负责软件的开发、维护、更新及安全，用户仅需通过订阅制（按月或按年付费）或按需付费的方式使用功能，大幅降低了传统软件的高昂前期投入和技术门槛。

SaaS (Software as a Service) is an Internet-based software delivery model where users do not need to install and maintain software locally, but directly access cloud-hosted services through a browser or application. The core of this model is that the service provider is responsible for the development, maintenance, updates and security of the software, and users only need to use the functions through a subscription system (monthly or annual payment) or pay-as-you-go, which greatly reduces the high initial investment and technical threshold of traditional software.

与传统软件相比，SaaS 的优势显而易见。过去，企业需要购买昂贵的硬件设备和软件许可证，并配备专业团队进行安装、升级和数据备份，而 SaaS 将这些负担转移给了服务商。用户只需联网即可随时随地访问最新版本的软件，尤其适合移动办公和团队协作。例如，企业可通过 Salesforce 管理客户关系，用 Zoom 召开在线会议，或在 Google Workspace 中实时协同编辑文档，数据自动同步，效率显著提升。

Compared with traditional software, the advantages of SaaS are obvious. In the past, companies needed to purchase expensive hardware equipment and software licenses, and equipped professional teams to install, upgrade and back up data, but SaaS transfers these burdens to service providers. Users only need to connect to the Internet to access the latest version of the software anytime and anywhere, which is especially suitable for mobile office and team collaboration. For example, companies can manage customer relationships through Salesforce, hold online meetings with Zoom, or collaborate on documents in real time in Google Workspace, with data automatically synchronized, significantly improving efficiency.

SaaS 的另一个特点是灵活性和可扩展性。企业可根据实际需求随时调整用户数量、存储空间或功能模块，无需担心资源浪费。例如，初创公司初期可能只订阅基础功能，随着业务增长逐步扩展高级服务。同时，多租户架构的设计允许多个客户共享同一云端基础设施，服务商通过数据隔离技术保障用户隐私，既节省成本又确保安全性。

Another feature of SaaS is flexibility and scalability. Enterprises can adjust the number of users, storage space or functional modules at any time according to actual needs without worrying about wasting resources. For example, a startup may only subscribe to basic functions in the early stage, and gradually expand advanced services as the business grows. At the same time, the design of the multi-tenant architecture allows multiple customers to share the same cloud infrastructure, and the service provider protects user privacy through data isolation technology, which saves costs and ensures security.

(2)关键词定义(Keyword Definition)

1.软件即服务(（Software as a Service)

软件即服务（Software as a Service，简称SaaS）是一种软件分发模型，它通过互联网提供软件应用服务，用户无需安装和维护软件，而是通过网络访问软件功能，按需使用并支付费用。

Software as a Service (SaaS) is a software distribution model that provides software application services through the Internet. Users do not need to install and maintain software. Instead, they access software functions through the Internet and use them on demand and pay for them.

SaaS模式下，软件供应商将应用程序托管在云端服务器上，用户通过浏览器或其他客户端工具访问这些应用程序。用户无需购买和安装软件，也不需要维护服务器和数据库等基础设施，而是通过订阅的方式使用软件服务。

In the SaaS model, software vendors host applications on cloud servers, and users access these applications through browsers or other client tools. Users do not need to purchase and install software, nor do they need to maintain infrastructure such as servers and databases. Instead, they use software services through subscription.

2.市场结构(Market Structure)

市场结构是指市场中各参与主体（如企业、消费者）之间的组织关系和竞争状态，它决定了市场的运行方式、价格形成机制以及资源配置效率。简单来说，市场结构描述了不同市场的“竞争程度”和“权力分布”，是分析企业行为、市场效率和经济政策的重要基础。

Market structure refers to the organizational relationship and competitive status between various market participants (such as enterprises and consumers), which determines the market's operation mode, price formation mechanism and resource allocation efficiency. In simple terms, market structure describes the "degree of competition" and "power distribution" of different markets, and is an important basis for analyzing corporate behavior, market efficiency and economic policies.

根据竞争程度的不同，市场结构通常被划分为四种基本类型。完全竞争市场是最理想化的形态，例如农产品市场，其特点是大量小规模企业、产品高度同质化、价格完全由供需决定，企业无法通过差异化获取优势。垄断竞争市场则更贴近现实中的许多行业，如餐饮业或服装零售，企业通过品牌、设计或服务实现产品差异化，从而在竞争中吸引特定消费群体。寡头垄断市场则由少数几家企业主导，例如智能手机行业中的苹果和三星，这类市场进入壁垒高，企业间既可能激烈竞争，也可能形成价格联盟。最后是完全垄断市场，如某地区的电力公司，单一企业控制全部供给且无替代品，通常因技术、法规或资源独占而形成。

Market structures are usually divided into four basic types according to the degree of competition. A perfectly competitive market is the most ideal form, such as the agricultural product market, which is characterized by a large number of small-scale enterprises, highly homogeneous products, and prices determined entirely by supply and demand, and enterprises cannot gain advantages through differentiation. A monopolistic competitive market is closer to many industries in reality, such as the catering industry or clothing retail. Enterprises differentiate their products through branding, design or service, thereby attracting specific consumer groups in the competition. Oligopolistic markets are dominated by a few companies, such as Apple and Samsung in the smartphone industry. Such markets have high barriers to entry, and companies may compete fiercely or form price alliances. Finally, there is a completely monopolistic market, such as a power company in a certain area. A single company controls all supply and has no substitutes. It is usually formed due to technology, regulations or resource monopoly.

3.定价方法(Pricing Methodology)

定价方法是企业为产品或服务设定价格时采用的具体策略与计算逻辑，其本质是在成本、市场需求、竞争环境和企业目标之间寻找平衡点。合理的定价不仅能覆盖成本、获取利润，还能塑造品牌形象、影响消费者决策，是企业实现市场竞争力的核心工具之一。

Pricing methods are specific strategies and calculation logics used by companies to set prices for products or services. Their essence is to find a balance between costs, market demand, competitive environment and corporate goals. Reasonable pricing can not only cover costs and gain profits, but also shape brand image and influence consumer decisions. It is one of the core tools for companies to achieve market competitiveness.

4.质量改进(Quality Improvement)

质量改进是一种旨在通过系统性分析和有计划的措施，消除过程中的缺陷和浪费，从而提升产品、服务或过程质量水平的管理活动。它不仅仅是对现有质量问题的纠正，更是一种主动的、持续的管理策略，目的是从根本上提升组织的整体质量表现，以更好地满足甚至超越顾客的期望。质量改进强调全员参与，从高层管理者到一线员工，每个人都需要在自己的岗位上发挥作用，共同推动质量的提升。

Quality improvement is a management activity that aims to improve the quality level of products, services or processes by eliminating defects and waste in the process through systematic analysis and planned measures. It is not only a correction of existing quality problems, but also a proactive and continuous management strategy, the purpose of which is to fundamentally improve the overall quality performance of the organization to better meet or even exceed customer expectations. Quality improvement emphasizes the participation of all employees, from senior managers to front-line employees, everyone needs to play a role in their own positions and jointly promote quality improvement.

质量改进具有几个显著的特点。首先，它是一个全员参与的过程，需要组织内所有层级的人员共同协作。其次，质量改进具有持续性，它不是一次性的活动，而是一个不断寻找改进机会并实施改进措施的动态过程。此外，质量改进依赖于数据和事实，通过科学的方法收集和分析数据，从而准确识别问题的根源，而不是仅凭直觉或经验。同时，质量改进需要从系统的角度出发，识别和解决整个过程中的问题，而不仅仅是局部问题。最后，质量改进的最终目标是顾客导向，即通过提升质量来满足顾客的需求和期望，从而增强顾客满意度。

quality improvement has several notable characteristics. First, it is a process that involves all employees and requires collaboration at all levels of the organization. Second, quality improvement is continuous. It is not a one-time activity, but a dynamic process of constantly looking for improvement opportunities and implementing improvement measures. In addition, quality improvement relies on data and facts, collecting and analyzing data through scientific methods to accurately identify the root causes of problems, rather than relying solely on intuition or experience. At the same time, quality improvement needs to start from a systematic perspective to identify and solve problems throughout the process, not just local problems. Finally, the ultimate goal of quality improvement is customer orientation, that is, to meet customer needs and expectations by improving quality, thereby enhancing customer satisfaction.

5.转型(Transformation)

转型是一个组织、企业或个人为了适应外部环境的变化或实现自身发展的新目标，而进行的根本性变革过程。它涉及从现有的状态向一个新的、期望的状态转变，通常包括战略、组织架构、业务模式、技术应用、文化等多个方面的全面调整。转型不是简单的优化或改进，而是一种深层次的变革，旨在通过重新定位和资源配置，使组织或个人能够更好地应对未来的挑战和机遇。

Transformation is a fundamental change process that an organization, enterprise or individual undergoes in order to adapt to changes in the external environment or achieve new goals for its own development. It involves a shift from an existing state to a new, desired state, usually including comprehensive adjustments in strategy, organizational structure, business model, technology application, culture, and other aspects. Transformation is not a simple optimization or improvement, but a deep-level change that aims to enable an organization or individual to better cope with future challenges and opportunities through repositioning and resource allocation.

转型的过程往往复杂而多维，它不仅仅是对现有问题的解决，更是一种对未来的主动布局。从内涵上讲，转型强调的是对现状的突破和对新方向的探索。它要求组织或个人跳出传统的思维模式和行为习惯，勇于尝试新的方法和路径。从外延上讲，转型可以涵盖多个领域，包括但不限于技术转型、业务转型、组织转型和文化转型。技术转型可能涉及引入新的技术平台或工具，以提升效率和创新能力；业务转型可能包括调整产品或服务的定位，以适应市场变化；组织转型可能涉及优化管理架构，以提高决策效率和执行力；而文化转型则可能需要改变组织内部的价值观和行为准则，以营造更加积极向上的氛围。

The process of transformation is often complex and multidimensional. It is not only a solution to existing problems, but also a proactive layout for the future. In terms of connotation, transformation emphasizes breakthroughs in the status quo and exploration of new directions. It requires organizations or individuals to break away from traditional thinking patterns and behavioral habits and have the courage to try new methods and paths. In terms of extension, transformation can cover multiple areas, including but not limited to technological transformation, business transformation, organizational transformation, and cultural transformation. Technological transformation may involve the introduction of new technology platforms or tools to improve efficiency and innovation capabilities; business transformation may include adjusting the positioning of products or services to adapt to market changes; organizational transformation may involve optimizing the management structure to improve decision-making efficiency and execution; and cultural transformation may require changes in the values and codes of conduct within the organization to create a more positive atmosphere.

三、知识补充（Knowledge supplement）

常见的定价方法如下：

Common pricing methods are as follows:

1.成本导向定价法(Cost-Based Pricing)

成本导向定价以生产或服务成本为基准，通过叠加预期利润确定最终价格。例如，一件生产成本为50元的产品，若企业期望利润率达到40%，则定价为70元。这种方法常见于制造业或标准化服务行业（如原材料加工），其优势在于计算简单、风险可控，能确保每笔交易覆盖成本。然而，它的局限性在于忽视市场需求弹性——若消费者认为价格高于产品价值，可能导致销量下降。此外，在成本波动剧烈的行业（如能源），固定利润率可能使企业丧失市场灵活性。

Cost-oriented pricing uses production or service costs as a benchmark and determines the final price by adding expected profits. For example, if a company expects a profit margin of 40% for a product with a production cost of 50 yuan, the price is 70 yuan. This method is common in manufacturing or standardized service industries (such as raw material processing). Its advantages are simple calculations, controllable risks, and ensuring that each transaction covers costs. However, its limitation is that it ignores the elasticity of market demand-if consumers believe that the price is higher than the value of the product, it may lead to a decline in sales. In addition, in industries with volatile costs (such as energy), fixed profit margins may cause companies to lose market flexibility.

2.需求导向定价法(Demand-oriented pricing method)

需求导向定价以消费者对产品的价值感知为核心，价格随市场需求变化而调整。例如，演唱会门票在开售初期定价较低以吸引粉丝，临近开场时对剩余座位大幅加价；奢侈品品牌则通过稀缺性和品牌故事塑造高溢价。这种方法强调“消费者愿意支付多少”，而非“成本需要多少”，适用于差异化明显的市场（如旅游、时尚）。其挑战在于精准捕捉需求：企业需投入大量资源进行市场调研，若误判消费者心理，可能导致价格与市场脱节。

Demand-oriented pricing is centered on consumers' perception of the value of products, and prices are adjusted as market demand changes. For example, concert tickets are priced low at the beginning of the sale to attract fans, and the remaining seats are significantly increased near the opening; luxury brands create high premiums through scarcity and brand stories. This method emphasizes "how much consumers are willing to pay" rather than "how much it costs", and is suitable for markets with obvious differentiation (such as tourism and fashion). The challenge lies in accurately capturing demand: companies need to invest a lot of resources in market research. If they misjudge consumer psychology, prices may be out of touch with the market.

3.竞争导向定价法(Competition-Based Pricing)

竞争导向定价将竞争对手的价格作为主要参考。例如，新进入市场的电商平台可能以低于行业均价10%的价格吸引用户（渗透定价）；加油站则实时同步周边竞争对手的油价（跟随定价）。这种策略在寡头垄断或完全竞争市场中尤为常见（如快消品、电子产品），能帮助企业快速适应市场变化，避免因定价偏离行业标准而流失客户。但其风险在于过度依赖竞争对手——若行业陷入价格战，企业利润可能被严重压缩，甚至丧失创新动力。

Competition-oriented pricing uses competitor prices as the main reference. For example, an e-commerce platform that is newly entering the market may attract users with a price that is 10% lower than the industry average (penetration pricing); gas stations synchronize the oil prices of surrounding competitors in real time (follow-up pricing). This strategy is particularly common in oligopoly or perfectly competitive markets (such as fast-moving consumer goods and electronic products), which can help companies quickly adapt to market changes and avoid losing customers due to pricing deviations from industry standards. However, the risk lies in over-reliance on competitors - if the industry is caught in a price war, corporate profits may be severely compressed, and even the motivation for innovation may be lost.

4.动态定价法(Dynamic pricing method)

动态定价通过实时数据分析（如供需关系、库存水平、用户行为）自动调整价格。例如，网约车平台在高峰时段加价以平衡供需，航空公司根据订票时间与剩余座位数浮动票价。此类定价依赖人工智能与大数据技术，常见于共享经济、在线零售等领域。其优势在于最大化收益与资源利用率，例如酒店通过动态定价在淡季提高入住率、旺季提升单房收入。然而，它对技术系统和数据质量要求极高，且可能引发消费者对“价格歧视”的质疑（如不同用户看到不同价格）。

Dynamic pricing automatically adjusts prices through real-time data analysis (such as supply and demand, inventory levels, and user behavior). For example, online ride-hailing platforms increase prices during peak hours to balance supply and demand, and airlines float ticket prices based on booking time and the number of remaining seats. This type of pricing relies on artificial intelligence and big data technology, and is common in the sharing economy, online retail and other fields. Its advantage is to maximize revenue and resource utilization. For example, hotels use dynamic pricing to increase occupancy rates in the off-season and increase single room revenue in the peak season. However, it has extremely high requirements for technical systems and data quality, and may cause consumers to question "price discrimination" (such as different users seeing different prices).

5.定价策略的融合与创新(Integration and innovation of pricing strategies)

现实中，企业往往综合多种定价方法。例如，苹果手机发布初期采用“成本+溢价”组合（覆盖硬件成本的同时塑造高端形象），后期则根据市场竞争动态降价以延长产品生命周期。随着技术进步，个性化定价逐渐兴起：流媒体平台通过用户数据分析推出分级会员制，电商平台为高消费频次用户提供专属折扣。未来，定价策略将更依赖AI预测模型，从被动响应市场转向主动引导需求，例如通过折扣预判促销效果，或利用价格变动试探消费者心理阈值。

In reality, companies often combine multiple pricing methods. For example, Apple adopted a "cost + premium" combination in the early days of its mobile phone launch (covering hardware costs while creating a high-end image), and later reduced prices based on market competition dynamics to extend the product life cycle. With technological advances, personalized pricing has gradually emerged: streaming platforms have launched tiered membership systems through user data analysis, and e-commerce platforms have provided exclusive discounts for high-frequency users. In the future, pricing strategies will rely more on AI prediction models, shifting from passively responding to the market to actively guiding demand, such as predicting promotional effects through discounts, or using price changes to test consumers' psychological thresholds.

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翻译：谷歌翻译

参考资料：谷歌、Chat GPT

参考文献：周文强. 考虑市场结构差异的SaaS定价博弈研究 [D]. 安徽大学, 2023.