SaaS服务供应商在提供免费试用服务时的定价策略  

Pricing strategies of SaaS service providersconsidering different billing methods

作　　者：张志远 叶涛锋[1] ZHANG Zhiyuan;YE Taofeng(School of Economics and Management,Jiangsu University of Science and Technology,Zhenjiang 212100,China)

机构地区：[1]江苏科技大学经济管理学院,镇江212100

出　　处：《江苏科技大学学报（自然科学版）》2024年第1期95-103,共9页Journal of Jiangsu University of Science and Technology:Natural Science Edition

基　　金：国家自然科学基金项目(7217010319)。

摘　　要：基于SaaS服务相关的背景构建两周期博弈模型,研究SaaS服务供应商在提供免费试用服务时使用量、交易成本、更新水平、折现率、免费试用时间这5类因素如何影响SaaS服务供应商的计费方式和定价策略.研究发现:在用户感知达到SaaS服务的真实质量前,最优利润均随着免费试用时间增加而增加.不论采用何种价格歧视策略,当使用量较高且交易成本较高时,SaaS服务供应商采取按阶段收费的方式获利更高,当使用量和交易成本处于一种均衡状态时,SaaS服务供应商通过两种定价方式获利相仿;当使用量较低且交易成本也较低时,SaaS服务供应商采取按使用量收费的方式获利更高.采取按阶段收费方式,折现率较高时,基于行为的价格歧视策略最优;折现率较低时,跨期价格歧视更有利可图.采取按使用量收费方式时,跨期价格歧视最优.Based on the background related to SaaS services,this paper constructs a two cycle game model to study how the usage,transaction cost,update level,discount rate and free trial time of SaaS service providers affect the billing method and pricing strategy of SaaS service providers.The study finds that before users perceive the real quality of SaaS services,the optimal profit increases with the increase of free trial time.No matter what price discrimination strategy is adopted,when the usage is high and the transaction cost is high,SaaS service providers will make higher profits by charging stage by stage.When the usage and transaction cost are in an equilibrium state(such as high usage and low transaction cost),SaaS service providers will make similar profits through the two pricing methods;when the usage is low and the transaction cost is low,SaaS service providers make higher profits by charging according to the usage.When charging by stages is adopted and the discount rate is high,the behavior-based price discrimination strategy is the best;when the discount rate is low,intertemporal price discrimination is more profitable.In addition,the intertemporal price discrimination is the best when the method of charging by usage is adopted.

关 键 词：按阶段收费 按使用量收费 免费试用服务 SAAS服务 

分 类 号：F272[经济管理—企业管理]