基于Hotelling模型的云计算服务两期动态定价研究  

Two-Stage Dynamic Pricing Research of Cloud Computing Services Based on Hotelling Model

作　　者：章瑞[1] 汤兵勇[2] 

机构地区：[1]上海工程技术大学管理学院,上海201620 [2]东华大学旭日工商管理学院,上海200051

出　　处：《东华大学学报（自然科学版）》2015年第3期392-397,共6页Journal of Donghua University(Natural Science)

基　　金：国家科技支撑计划资助项目(2012BAH19F04)

摘　　要：引入了双边市场的理论和Hotelling模型,加入转换成本,考察在双寡头垄断市场中,云计算服务运营商的定价机制和市场策略.通过研究发现,在初期市场中,占有市场优势的运营商会获得长远的收益,且可以通过增大转移成本、扩大服务差异化的市场策略,保留用户和开发商;而处于市场劣势的运营商则应该实施减小转移成本、降低服务差异化的市场策略,以吸引用户和开发商.这些结论为云计算服务运营商选择合适的定价模式提供了新的理论依据.The pricing mechanism and market strategy of cloud computing are analyzed by using the theory of two-sided market and Hotelling model in the duopoly market. Switching cost is also injected into the discussion. The conclusions are as follows, in the early market, the operators with advantage get long-term benefits, and they keep users and developers by increasing switching cost and expanding differentiation. The operators with disadvantage get users and developers by decreasing switching cost and reducing differentiation. A new theoretical basis for operators to select an appropriate pricing model is provided.

关 键 词：云计算 定价 双寡头垄断 HOTELLING模型 

分 类 号：F224[经济管理—国民经济]