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论文编号：	4226
作者编号：	2120102215
上传时间：	2012/6/5 21:41:39
中文题目：	基于转移成本及客户补偿的SaaS竞争策略研究
英文题目：	The Research Of SaaS Competitive Strategy Based on Switching Costs And Customer Compensation
指导老师：	严建援
中文关键字：	SaaS，转移成本，SaaS模式成本优势，补偿策略
英文关键字：	SaaS, Switch cost, Cost advantages of the SaaS model, Compensation Strategy
中文摘要：	信息化是企业提升自身竞争力的主要手段，对企业的发展具有重大的影响。SaaS是伴随信息技术的高速发展而产生的一种新兴产物，其多租户的架构、在线交付模式以及标准化的产品特性，使提供商在营销、维护以及应用开发等方面具有一定的成本优势，同时为企业的信息化方式提供了更多选择，对传统软件也造成了一定的威胁与冲击。众所周知，传统的信息化方式不但前期投资巨大，实施周期长，并且具有较大风险，尤其在我国，成功率并不高，而这一部分企业用户前期大量的IT投资将成为其转而使用SaaS服务的主要障碍。SaaS服务提供商可以选择对于类似企业客户给予一定额度的补偿来部分抵消其转移成本，促使客户由传统软件转向SaaS服务中来。 本文正是基于以上现实背景，综合运用产品横向差异化模型、序贯博弈理论构建了包含一个传统软件厂商以及SaaS服务提供商的两阶段博弈模型，并用比较静态分析以及数值模拟的方法对模型进行分析，探究SaaS模式的成本优势和转移成本对于双方的质量策略、定价策略和利润水平的影响，并在此基础上进一步研究了当SaaS服务提供商对于转移用户提供一定额度的补偿的情况下，竞争双方的策略变化，以及上述影响因素对于双方策略和利润水平的影响方式、影响程度的变化。最后，通过本文模型的构建与分析，为接下来SaaS服务提供商补偿契约的具体制定打下一定的理论与模型基础，并通过模型的分析与对比，对于SaaS服务提供商如何应对转移成本以及自身成本优势的影响，如何在恰当的时机提供一定额度的补偿提出策略建议。
英文摘要：	The information construction which has a significant impact on the development of enterprises is the main means to enhance their competitiveness. SaaS(Software as a Service) is a new concept appears accompanied by the rapid development of IT technology. Its multi-tenancy architecture, the online delivery model as well as the standardization of product characteristics give the provider a cost advantage in terms of marketing, maintenance and application development, meanwhile providing more choices for the enterprise information construction, and also caused a certain degree of threat and impact to traditional software. As we all know that the traditional information construction method needs not only a huge upfront investment but also long implementation cycles, and has a great risk. Especially in China, the success rate is not high. These part of the corporate users’ early IT investments will be the main obstacle for their turn to use SaaS services. SaaS vendor can give a certain amount of compensation to these enterprise customers to partially offset the switch cost, prompting customers from traditional software to SaaS services. Basing on the above realistic background, I build a two-stage game model included traditional software vendors and SaaS service providers by integrated using of horizontal differentiation model , the sequential game theory, and then study the cost advantage of the SaaS and switch cost for both of their quality strategy , pricing strategy and profit by analyzing the model with the comparative static analysis and numerical simulation method. On this basis, I study the competition strategy changes ,the changes of affect method and affect degree of above factors for both the strategy and the level of profits under the case that SaaS service providers providing a certain amount of compensation for the transfer user. Finally, lying the theory and model basis for the formulation of the compensation contract through the construction and analysis of the present model, and proposing strategy recommendations for SaaS service providers how to deal with the impact of the transfer costs and cost advantages and how to provide a certain amount of compensation at the right time through the model analysis and comparison
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