精读硕士论文《考虑市场结构差异的SaaS定价博弈研究》摘要

摘要：This post will introduce the abstract of the intensive reading master's thesis "Research on SaaS Pricing Game Considering Market S

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“喆学（112）：精读硕士论文

《考虑市场结构差异的SaaS定价博弈研究》

摘要”

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"Zhexue (112): Intensive reading of master's thesis

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

Abstract"

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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》的摘要。

This post will introduce the abstract 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)研究背景(Background)

随着互联网的普及和数字化进程的推进，SaaS（软件即服务）作为云计算服务的一种形式，市场前景广阔。国家政策的推动和用户对SaaS服务认可度的提升，使得用户对SaaS服务的需求日益增长，吸引了越来越多的企业进入SaaS行业。然而，SaaS服务市场的快速增长也带来了市场发展不平衡、收益率与增长率不匹配等问题。此外，SaaS模式对传统套装软件（SWS）的冲击并未使其完全退出市场，SWS仍然对SaaS提供商的定价产生影响。

With the popularization of the Internet and the advancement of the digitalization process, SaaS (Software as a Service), as a form of cloud computing services, has a broad market prospect. The promotion of national policies and the improvement of user recognition of SaaS services have led to an increasing demand for SaaS services, attracting more and more companies to enter the SaaS industry. However, the rapid growth of the SaaS service market has also brought about problems such as unbalanced market development and mismatch between yield and growth rate. In addition, the impact of the SaaS model on traditional packaged software (SWS) has not caused it to completely withdraw from the market, and SWS still has an impact on the pricing of SaaS providers.

(2)研究方法(Research Methods)

本文采用了Stackelberg博弈模型和Hotelling模型，并结合数值模拟的方法来处理复杂的计算结果。这些模型和方法帮助研究者从市场和用户角度识别SaaS提供商定价的影响因素，并结合文献总结整合相关理论。

This paper uses the Stackelberg game model and the Hotelling model, and combines numerical simulation methods to process complex calculation results. These models and methods help researchers identify the factors affecting SaaS provider pricing from the perspective of the market and users, and integrate relevant theories in combination with literature summaries.

(3)研究内容(Research content)

本文深入分析了SaaS行业的发展机遇与挑战，并识别了影响SaaS提供商定价的关键因素。在此基础上，结合传统固定定价和按用量定价的优势，构建了一种混合定价模型。文章进一步探讨了在不同市场结构下，包括垄断市场、SWS软件占优市场以及SaaS服务占优市场，SaaS提供商的最优定价策略和收益情况。特别是，研究了SWS软件升级转型对SaaS提供商定价和收益的影响，并在竞争性进入市场博弈模型中纳入了质量改进的因素，以讨论其对SaaS提供商定价和收益的潜在影响。这些分析为SaaS提供商在不同市场环境下制定定价策略提供了理论支持和实践指导。

This paper deeply analyzes the development opportunities and challenges of the SaaS industry and identifies the key factors that affect the pricing of SaaS providers. On this basis, a hybrid pricing model is constructed by combining the advantages of traditional fixed pricing and usage-based pricing. The article further explores the optimal pricing strategy and revenue of SaaS providers under different market structures, including monopoly markets, SWS software-dominated markets, and SaaS service-dominated markets. In particular, the impact of SWS software upgrade transformation on SaaS providers' pricing and revenue is studied, and the factor of quality improvement is incorporated into the competitive market entry game model to discuss its potential impact on SaaS providers' pricing and revenue. These analyses provide theoretical support and practical guidance for SaaS providers to formulate pricing strategies in different market environments.

(3)研究结论(Conclusions)

用户偏好普遍较低时，SaaS提供商应采取固定定价机制用低价培育用户群体。市场逐渐成熟，高偏好用户增多且交易成本降低时，SaaS提供商可在固定定价机制之外引进按用量定价机制。混合定价机制下，用户有向按用量定价机制转移的趋势，用户偏好度和交易成本的大小对提供商利润、用户行为和社会福利水平的影响作用方向相反。

When user preference is generally low, SaaS providers should adopt a fixed pricing mechanism to cultivate user groups with low prices. When the market gradually matures, the number of high-preference users increases and transaction costs decrease, SaaS providers can introduce a usage-based pricing mechanism in addition to the fixed pricing mechanism. Under the mixed pricing mechanism, users tend to shift to the usage-based pricing mechanism, and the size of user preference and transaction costs have opposite effects on the provider's profits, user behavior and social welfare levels.

SaaS提供商采取撇脂定价，只有SaaS服务改进后的质量远高于SWS软件时，通过提高转换客户的价格弥补市场份额的损失，最终可提升收益。客户的流失不利于SaaS提供商的长期发展，故低端市场进入下最优选择是不进行质量改进。

SaaS providers adopt skimming pricing. Only when the quality of SaaS services after improvement is much higher than that of SWS software, the loss of market share can be compensated by increasing the price of converted customers, and ultimately the revenue can be increased. Customer loss is not conducive to the long-term development of SaaS providers, so the best choice for low-end market entry is not to improve quality.

SaaS服务质量的不断改进对SWS提供商和SaaS提供商均有利，此时SaaS提供商采用渗透定价。SWS提供商转型对SaaS提供商收益的影响取决于其质量改进的程度，当SaaS服务质量改进较小时，SWS提供商的转型策略会损害SaaS提供商的收益，反之则会增加所有提供商的收益。

The continuous improvement of SaaS service quality is beneficial to both SWS providers and SaaS providers. At this time, SaaS providers adopt penetration pricing. The impact of SWS provider transformation on SaaS provider revenue depends on the degree of its quality improvement. When the SaaS service quality improvement is small, the transformation strategy of SWS providers will damage the revenue of SaaS providers, and vice versa, it will increase the revenue of all providers.

三、知识补充（Knowledge supplement）

撇脂定价（Market-Skimming Pricing）是一种定价策略，企业会在产品生命周期的初期将价格设定在相对较高的水平，旨在从市场上愿意支付高价的消费者那里迅速获取高利润，就像从牛奶表面撇去那层最丰厚的奶油一样。这一策略主要适用于具有独特性、创新性、品牌忠诚度高或短期内没有直接竞争对手的产品。进行撇脂定价的步骤包括：

Market-Skimming Pricing is a pricing strategy in which companies set prices at a relatively high level at the beginning of the product life cycle, aiming to quickly obtain high profits from consumers in the market who are willing to pay high prices, just like skimming the richest layer of cream from the surface of milk. This strategy is mainly applicable to products that are unique, innovative, have high brand loyalty, or have no direct competitors in the short term. The steps to skimming pricing include:

1.市场分析：识别目标市场的高端消费者群体，这部分消费者对价格不太敏感，但对新颖、高质量或具有独特功能的产品有强烈需求。

1. Market analysis: Identify high-end consumer groups in the target market, who are not very price-sensitive but have a strong demand for novel, high-quality or unique products.

2.产品定位：确保产品具有能够支撑高价位的独特价值或差异化特点，如创新技术、品牌声誉、独特设计或早期采用者的身份象征。

2. Product positioning: Ensure that the product has unique value or differentiated features that can support high prices, such as innovative technology, brand reputation, unique design, or early adopter status symbols.

3.定价决策：设定一个远高于成本的初始价格，该价格应反映产品的独特价值，并能在短时间内回收研发和市场推广成本。

3. Pricing decision: Set an initial price that is far higher than the cost, which should reflect the unique value of the product and be able to recover the R&D and marketing costs in a short period of time.

4.市场测试：可以通过市场调研或小规模产品发布来测试消费者对高价位的接受程度，并据此微调定价策略。

4. Market testing: Market research or small-scale product launches can be used to test consumers' acceptance of high prices and fine-tune pricing strategies accordingly.

5.限时或限量供应：有时企业会通过限时发售或限量版产品的方式增加产品的稀缺感，进一步刺激高价购买欲望。

5. Limited time or limited supply: Sometimes companies increase the scarcity of products by selling them for a limited time or in limited editions, further stimulating the desire to buy at a high price.

6.动态调整：随着市场逐渐成熟，竞争者出现，或者产品进入成长后期，企业需要根据市场反馈和竞争状况对价格进行调整。

6. Dynamic adjustment: As the market matures, competitors emerge, or products enter the late stage of growth, companies need to adjust prices based on market feedback and competition conditions.

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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.