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论文编号：	13936
作者编号：	2120213269
上传时间：	2023/6/6 17:21:39
中文题目：	考虑试用期的企业软件服务定价与退订策略研究
英文题目：	Study on pricing and unsubscription strategy of enterprise softw are service considering trial period
指导老师：	王玮
中文关键字：	SaaS；服务水平；试用策略；退订补偿
英文关键字：	SaaS; Service Level; Trial Strategy; Unsubscription Compensation
中文摘要：	当前我国企业数字化转型已经成为国家发展战略之一。随着云计算、大数 据等技术日趋成熟，传统的定制化软件服务正在朝着通过互联网进行分发的类 标准化软件服务转型。伴随着软件行业的知识与标准革新，未来以 SaaS 为核心 的软件服务业会成为各体量企业数字化转型的主要推动力。 本文以企业级软件服务中的 SaaS 服务为现实研究背景，构建了两阶段基本 模型以及明确比例退款合同模型，以研究在不同的外部参数环境下，不同的软 件服务水平对软件服务供应商的决策的影响和企业客户选择的影响。模型中加 入了客户对软件价值不确定性的考量，给客户创造了利用后验知识重新决策的 环境，这符合企业决策的多阶段性。本文考虑了企业软件服务中常用的试用策 略，这一方面可以消除客户对服务水平的不确定性，另一方面也是供应商利润 的主要来源。本文在明确比例退款合同模型中考虑了供应商的退订补偿策略， 该模型会随着外部参数的不同分化为两个情景。 在对上述两个模型进行假设和参数说明以及求解后，通过数值分析展示了 不同外部环境下服务供应商的决策选择，本文发现退订补偿的使用可以使得供 应商在服务水平较差时获得比基本模型更多的利润。在明确比例退款合同模型 中，由于退订补偿可能导致发生客户投机行为，本文定义了这种客户的投机行 为，并进行了不同外部环境下的数值分析以说明该行为对供应商利润的影响。
英文摘要：	At present, China's enterprise digital transformation has become one of the nation al development strategies. With of cloud computing, big data and other technologies, t raditional customized services are transforming into standardized services distributed through the Internet. With the knowledge and standard innovation of the software ind ustry, the software service industry with SaaS will become the main driving force for the digital transformation of all mass enterprises in the future. This thesis takes SaaS as the background, builds a two-stage basic model and a cl ear proportional refund contract model, to study the impact of different service levels on the decision of software service providers and enterprise customer utility choice in different external environments. The two-stage model adds customers' consideration of the uncertainty of software value, creating a choice for customers to make new dec isions by using posterior knowledge, which is in line with the multi-stage nature of re al making. This thesis considers the common trial strategy, which can eliminate the u ncertainty of customer service level on the one hand, and is also the main source of su pplier profits on the other hand. In this paper, the supplier's cancellation compensatio n strategy is considered in the explicit proportional refund contract model, which will be divided into two scenarios with different external parameters. After the assumptions and parameters of the above two models are explained and solved, the profit-based decision-making choices of service providers under different external environments are shown through numerical analysis. This paper finds that th e use of unsubscribe compensation can make suppliers obtain more profits than the ba sic model when the service level is poor. In the explicit proportional refund contract model, because the cancellation of subscription compensation may lead to customer c heating, this paper defines this customer cheating behavior, and carries out numerical analysis under different external environments to illustrate the impact of this behavior on supplier profits
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