一种基于多属性双向拍卖的在线应用服务选择方法  

A multi-attribute double auction based method for selecting online application services

作　　者：吴士亮[1] 仲琴[1] 张庆民[1] 孙树垒[1] WU Shi-liang;ZHONG Qin;ZHANG Qing-min;SUN Shu-lei(School of Management Science and Engineering,Nanjing University of Finance&Economics,Nanjing 210046,China)

机构地区：[1]南京财经大学管理科学与工程学院,江苏南京210046

出　　处：《管理工程学报》2018年第2期137-143,共7页Journal of Industrial Engineering and Engineering Management

基　　金：教育部人文社会科学基金资助项目(11YJC630225);江苏省高校哲学社会科学基金资助项目(2011SJB630023;2013SJB6300037)

摘　　要：针对客户在选择在线应用服务时面临搜寻成本高、决策效率低以及静态定价策略难以满足交易双方动态的价值沟通需要这一问题,提出一种基于多属性双向拍卖的在线应用服务选择方法。首先构建了一个由买方、卖方以及拍卖中介组成的双向拍卖系统模型,进而设计了拍卖机制,论证了该机制是事后有效的并满足个体理性及激励相容约束,最后通过仿真实验对该机制的可行性及应用效果进行检验。本文方法可降低在线应用服务市场中供需双方搜寻成本、提升匹配效率、有效支持供需双方实现价值共赢。As an innovative cloud computing based business model,software-as-a-service(SaaS)has proliferated since the 21th century.SaaS is deployed as hosted online services on IT infrastructures of SaaS vendors,who are in charge of operation and maintenance of both application software and IT infrastructures.Customers subscribe the hosted services on demand,access them over the Internet,and pay SaaS vendors by the usage of subscribed services.During the subscription period,customers have the rights to use services that are usually upgraded automatically.It is important for SaaS vendors to quickly find customers and promote them to adopt subscription services by offering effective pricing.At this stage,SaaS vendors generally adopt the customer segmentation-based static pricing method,and convey information of both application services and pricing policies to customers via websites.Consequently,customer’s searching cost for application services is high.Meanwhile,communication over business values between vendors and customers is difficult to achieve dynamically and efficiently.Obviously,the selection of application services is time consuming and lack of market efficiency.To solve this problem,this paper introduced market mechanism into the selection of online application services.By considering both the characteristics of the SaaS model,including flexible combination of services,such as demand subscription,online access,and the flexibility and effectiveness of double auction mechanism in resource allocation,this paper proposed a multi-attribute double auction based method for selecting application services.By utilizing both price attributes and bid information from buyers and sellers,the proposed method realizes multiple matches between buyers and sellers during one round of auction,which effectively support the win-win results over business values between buyers and sellers.In the first part,the price attributes,which should be considered during online application service selection,were firstly analyzed.On this basis,an

关 键 词：在线应用服务 软件即服务 双向拍卖 多属性 

分 类 号：G203[文化科学—传播学] F270.7[经济管理—企业管理]