计算机与现代化

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具有网络外部性的SaaS服务的免费试用策略

  

  1. 江苏科技大学经济管理学院,江苏镇江212003
  • 收稿日期:2016-04-20 出版日期:2016-11-15 发布日期:2016-11-23
  • 作者简介:宋倩倩(1990-),女,河南濮阳人,江苏科技大学经济管理学院硕士研究生,研究方向:SaaS服务选择; 苗虹(1979-),女,江苏扬州人,讲师,博士研究生,研究方向:信息系统云化迁移; 王念新(1980-),男,江苏徐州人,副教授,研究方向:信息技术战略管理; 葛世伦(1963-),男,浙江天台人,教授,研究方向:管理信息系统和企业信息模型。
  • 基金资助:
    国家自然科学基金资助重点项目(71331003); 国家自然科学基金资助项目(71271104,71471079); 江苏省教育厅高校哲学社会科学项目(2013SJB6300026); 江苏省普通高校研究生创新计划项目(KYZZ15_0298)

Free Trial Strategy of SaaS with Network Externalities

  1. School of Economics and Management, Jiangsu University of Science & Technology, Zhenjiang 212003, China
  • Received:2016-04-20 Online:2016-11-15 Published:2016-11-23

摘要: 面向社会化应用、供应链前后端的服务因其较强的网络外部性正被云化转型为SaaS(Software as a Service),并提供免费试用策略,来减少用户对服务的不确定,加快SaaS服务的扩散。本文将网络外部性引入存在服务质量差异的寡头竞争市场下SaaS服务的免费试用问题中,通过建立Bertrand竞争模型,研究网络外部性影响免费试用策略的问题。结果表明,网络外部性强度会影响低服务质量SaaS提供商的免费试用时长和市场利润,同时影响到消费者剩余和社会福利的变化幅度。

关键词: 网络外部性, 质量差异, SaaS, 免费试用

Abstract: The software products with strong network externalities are society-oriented applications and located before or after the supply chain. They are transforming to Software as a Service. And those services are also offered for free trial to ease uers’ uncertainty and help the diffusion of Software as a Service. Taking network externalities into the free trial problem of SaaS with differences in the quality in the duopoly market, this paper studied the free trial problem in the presence of network externalities through the Bertrand competition model. According to the results, the network externality intensity affects the free trial duration and market profit of the low service quality SaaS provider, and also affects the range of consumer surplus and social welfare.

Key words: network externalities, difference in the quality, Software as a Service, free trial

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