基于顾客转换壁垒视角的云服务市场博弈分析  

The Game Analysis of Cloud Services Market from the perspective of Customer Switching

作　　者：孙中瑞[1] 孙得友[1] 史晓丹[1] 温德成[1] 

机构地区：[1]山东大学管理学院,山东济南250100

出　　处：《标准科学》2013年第5期72-76,共5页Standard Science

摘　　要：云服务市场的顾客转换壁垒包括价值效用因素和顾客偏好因素。本文将顾客转换收益、转换成本和顾客偏好简化后对云服务市场进行完全信息下的双寡头静态博弈分析,说明存在转换壁垒红利使高品牌认知的云服务提供商获益。Customer switching barrier in cloud service market includes the value efficient element and customer preference element. This paper simplifies the factors of customer switching gainings, switching cost and customer preference, and presents a duopoly static game analysis of the cloud services market under the complete information, which aims to indicate the existence of the switching barrier bonus which benefits the cloud services provider with high recognized brand.

关 键 词：顾客偏好 顾客转换壁垒 品牌认知 云计算 

分 类 号：F274[经济管理—企业管理] F224.32[经济管理—国民经济]