面向SaaS模式的价格歧视要素研究  

Pricing discrimination components for software as a service

作　　者：吴士亮[1] 仲琴[1] Hans WORTMANN Chee-Wee TAN WU Shi-liang;ZHONG Qin;Hans WORTMANN;Chee-Wee TAN(School of Management Science&Engineering,Nanjing University of Finance&Economics,Nanjing 210046,China;Faculty of Economics&Business,University of Groningen,9747 AE Groningen,The Netherlands;Copenhagen Business School,Copenhagen University,DK-2000 Frederiksberg,Denmark)

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 [2]格罗宁根大学商学院 [3]哥本哈根大学商学院

出　　处：《管理工程学报》2018年第4期209-218,共10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(2013SJB6300037)

摘　　要：针对软件即服务(Software as a service,SaaS)这一新兴的业务模式,分析了其特征、成本结构及客户价值,提出一个适用于该模式的价格歧视框架。该框架把价格歧视要素组织成三个层次:导向层包括价值导向及成本导向两个要素,类别层包括基于付款的、基于产品的、基于使用且考虑用量的、基于使用且不考虑用量的、基于服务的等五个类别,各类别与导向层某要素相关联,并对应到基本要素层的价格歧视基本要素。最后,采集353家SaaS厂商的价格方案数据对框架中价格歧视要素的应用情况进行分析,结果表明:本文框架能满足较全面地刻画SaaS厂商价格要素的实际需要,SaaS厂商关注的应用类型及目标企业分布十分广泛,但总体上分布不均且同质化现象明显,SaaS厂商综合使用多类价格歧视要素且成本要素不容忽视,价格要素选择与应用类型、目标企业类型间关系不明显。As an emerging business model,software-as-a-service(SaaS)-software deployed as a hosted service and accessed over the Internet-has proliferated since 21th century and there are signs to suggest that its market of future should be enormous.By delivering one instance of up-to-date application to which all customers share the access,coupled with necessary maintenance and support service,SaaS vendors can effectively differentiate their business model from that of traditionally perpetual license based on-premise software.These remarkable differences between SaaS and the traditional model pose challenges to contemporary software pricing theories and practices and,in turn compel SaaS vendors to rethink extant pricing theories and practices so as to master various pricing discrimination components related to both the values acquired by customers and the costs incurred during service delivery for ensuring competitive sustainability in an increasing crowded market.The paper aims to elucidate pricing theories and advance a price discrimination framework for SaaS vendors to help formulate sustainable pricing of SaaS.This framework is further validated based on content analysis of pricing schemas data.In doing so,we identify trends that permeate pricing practices in the SaaS market.In the first part,we presented the theoretical background and related research.First,we described three types of pricing strategy,which include cost oriented,customer value oriented and competitive oriented.Second,we analyzed cost structure and customer values of the SaaS model.After that,we explained three type of price discrimination.Finally,we reviewed the extant research outcomes on price discrimination.In the second part,we developed a SaaS-based three-level framework which presents a complete inventory of pricing discrimination components.Level 1 consists of two pricing orientations,namely value-based orientation and cost-based orientation.Level 2 consists of five pricing categories(i.e.,payment-based,product-based,usage-dependent based,usage

关 键 词：软件即服务 价格歧视 框架 价格要素 

分 类 号：F272.2[经济管理—企业管理]