交易成本、不确定性与云服务定价机制  

Transaction cost,uncertainty and cloud services pricing mechanism

作　　者：马滔 刘征驰[3] 周莎[3] MA Tao;LIU Zhengchi;ZHOU Sha(School of Information Management,Central China Normal University,Wuhan 430079,China;School of Economics and Management,Tsinghua University,Beijing 100084,China;College of Economics and Trade,Hunan University,Changsha 410079,China)

机构地区：[1]华中师范大学信息管理学院,武汉430079 [2]清华大学经济管理学院,北京100084 [3]湖南大学经济与贸易学院,长沙410079

出　　处：《系统工程理论与实践》2023年第4期1101-1115,共15页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金重大研究计划项目(92046004);国家自然科学基金资助面上项目(72071073);教育部人文社会科学研究基金(22YJC790089);中国博士后科学基金(2021M701957)。

摘　　要：随着云服务产业迅速发展,大规模应用市场驱动企业展开激烈竞争.在双寡头竞争市场环境下,本文将用户交易成本因素纳入云服务企业定价(按需、订阅和混合)模型,并进一步考察用户使用频次的不确定性与用户购买策略的不确定性对企业定价和收益的影响.模型分析发现:(1)云服务企业的最优均衡策略为分别采取按需定价机制和订阅定价机制.(2)最优按需价格与用户交易成本呈现倒“U”型关系;最优订阅价格与用户交易成本呈现“Γ”型关系.(3)用户使用频次的不确定性会降低企业收益;用户购买策略的不确定性在用户交易成本较低时会提升企业收益.本文对竞争市场环境下云服务企业定价机制安排的理论研究形成有益补充,并揭示出用户交易成本引致的“竞食效应”和“约束效应”,是导致最优按需价格“先增后减”与最优订阅价格“先增后不变”的关键逻辑机理.本文研究为云服务企业在商业实践中制定定价策略提供了重要指引.With the rapid development of cloud services,the large-scale application market drives enterprises to carry out fierce competition.In the duopoly competitive market environment,this paper takes the transaction cost of users into the pricing(on-demand,subscription and hybrid)models of cloud services enterprises,and further investigates the impact of the uncertainty of users’usage frequency and purchase strategy on enterprise profit.The results show that the optimal equilibrium strategy of cloud services enterprises is to adopt on-demand pricing mechanism and subscription pricing mechanism respectively.The relationship between the optimal on-demand price and the user’s transaction cost presents an inverted“U”type;the relationship between the optimal subscription price and the user’s transaction cost presents a“Γ”type.The uncertainty of users’usage frequency will reduce the enterprise profit;the uncertainty of users’purchase strategy will enhance the enterprise profit when the user’s transaction cost is low.This paper forms a useful supplement to the theoretical research on the pricing strategy of cloud services in the competitive market environment,and reveals that the“competitive effect”and“constraint effect”caused by transaction cost are the important mechanisms leading to the“first increase and then decrease”of the optimal on-demand price and the“first increase and then remain unchanged”of the optimal subscription price.This study provides important guidance for cloud services enterprises to formulate pricing strategies in business practice.

关 键 词：双寡头竞争 云服务定价 交易成本 不确定性 

分 类 号：F49[经济管理—产业经济]