基于资源互补的IaaS云产品捆绑定价决策  

Bundle Pricing of IaaS Cloud Products with Resource Complementarity

作　　者：朱晨波 胡莹[1] 童骏[1] ZHU Chenbo;HU Ying;TONG Jun(School of management,Zhejiang University of Technology,Hangzhou 310023,China)

机构地区：[1]浙江工业大学管理学院,杭州310023

出　　处：《上海管理科学》2024年第4期78-85,共8页Shanghai Management Science

基　　金：国家自然科学基金面上项目(72271221);教育部人文社会科学研究青年基金项目(23YJC630164);浙江省哲学社会科学规划课题项目(23NDJC094YB)。

摘　　要：随着市场竞争的日趋激烈,基础设施即服务(IaaS:Infrastructure as a Service)提供商要在竞争中胜出,很大程度上取决于其对产品的合理定价。考察一个拥有两种互补云计算资源的IaaS提供商,针对预留类产品的三种销售模式(单独销售、捆绑销售和混合销售),比较不同模式下的最优定价和IaaS提供商的利润情况。研究表明:(1)对于IaaS提供商而言,选择混合销售时利润最大,若其只能选择非混合销售,则当资源间互补性较强、且用户对捆绑折扣价格较为敏感时,选择捆绑销售,否则选择单独销售。(2)对于用户而言,捆绑产品用户最偏好捆绑销售,非捆绑产品用户最偏好混合销售。(3)灵敏度分析的结果表明,当资源间互补系数越小时,IaaS提供商的利润越大,混合销售的盈利优势越不明显。With the increasingly fierce market competition,the success of infrastructure as a service(IaaS)cloud service providers in the competition largely depends on their reasonable pricing decisions for products.We consider an IaaS provider with two complementary cloud computing resources,and compare the optimal pricing and profitability of IaaS providers under three sales models(individual sales,bundled sales,and mixed sales)for reserved products.It has shown that:(1)For IaaS providers,choosing a mixed sales model yields the highest profit.If they can only choose a non mixed sales model,then when there is strong complementarity between resources and users are sensitive to bundled discount prices,they choose a bundled sales model;otherwise,they choose a separate sales model.(2)For users,bundled product users prefer the bundled sales model the most,while non bundled product users prefer the mixed sales model the most.(3)The results of sensitivity analysis indicate that the smaller the complementary coefficient between resources,the greater the profit of IaaS providers,and the less obvious the profit advantage of the mixed sales model.

关 键 词：IAAS 互补资源 云产品捆绑 定价决策 

分 类 号：F714[经济管理—产业经济]