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论文编号：	5402
作者编号：	2120112361
上传时间：	2013/6/7 13:15:50
中文题目：	SaaS背景下的传统软件提供商销售模式选择决策研究
英文题目：	Traditional software vendors’ sales model choice research
指导老师：	严建援
中文关键字：	SaaS，传统软件提供商，销售模式，网络外部性
英文关键字：	SaaS，traditional software vendors，sales mode，network externalities
中文摘要：	随着SaaS的兴起，消费者和软件提供商都面临着巨大的机遇，消费者可以通过SaaS的低门槛使用到先进的企业管理信息系统，不断提高管理水平，而软件提供商也可以通过SaaS的商业模式，更好的开发软件，开拓市场。然而，对于传统软件提供商来说，他们在原有的传统软件开发上已经积累了相当多的经验和财富，转而进行SaaS软件的开发对他们是一个不小的挑战，传统软件提供商可以在销售传统软件的同时来销售SaaS软件或者仍旧仅售卖传统软件，又或者完全转型来仅售卖SaaS软件，传统软件提供商面临着销售不同产品的三种选择。本文研究的为软件提供商如何根据市场情况来决定自身的软件销售模式，使得自身利益最大化。本文从SaaS模式同传统软件商业模式上的差别入手，通过数学模型分析，对软件提供商的三种销售模式，即仅仅售卖传统软件，仅仅售卖SaaS软件，同时售卖传统软件和SaaS软件进行对比分析，对软件提供商在未来的环境中提出了一定的管理启示。最后，本文将网络外部性和SaaS软件同传统软件无功能性差别考虑进来，在更加贴近实际的情况下，分析这两种因素对于软件提供商利润和市场份额的影响。本文研究发现，同时销售SaaS软件和传统软件的销售模式要优于仅销售传统软件，软件提供商可以得到更多的收入；如果消费者使用软件每次获取的效用比较低时，软件提供商销售SaaS软件和传统软件的销售模式也要优于仅仅销售传统软件的销售模式；如果消费者每次使用软件获取的效用比较高时，SaaS软件的吸引力会增加，消费者愿意付出的价格也能更高，此时，软件提供商仅仅销售SaaS软件的销售模式将会带来更高的收入。此外，SaaS产品具有的网络外部性会使得软件提供商在同时售卖SaaS软件和传统软件下取得更高的收入，SaaS软件的功能几乎同传统软件无差别时，仅仅售卖SaaS软件是软件提供商的最优销售选择。
英文摘要：	With the popularity of SaaS, consumers and software vendors are faced with great opportunities, consumers can take advantages of the SaaS mode to use the advanced management information system and strengthen the management level. On the other side, software vendors can also improve the software quality and increase the market share by introducing SaaS business model. For traditional software vendors, however, they have accumulated considerable experience and wealth, and turning to SaaS software development will be a big challenge for them. The traditional software vendors can choose to sell SaaS and traditional software at the same time or only sell traditional software, or completely transform to only sell SaaS software. Thus, traditional software vendors are faced with three options for selling the products. In this paper, we will study how the software vendors decide their mode of software sales by considering the practical situation, to maximize their revenue. Based on the difference between traditional software business model and the SaaS model, this paper brings in the analysis of the mathematical model for software vendors of three kinds of sales model, which are only selling traditional software, only selling SaaS software, selling software and SaaS software at the same time. This paper compares and analyzes three kinds of sales model and gives some management implications. Finally, this article takes network externalities and the situation in which SaaS software and traditional software have no functional difference into account which makes the analysis closer to the real situation, so as to see how the two factors influence software vendors’ revenue and market share. The study finds that, selling SaaS software and traditional software at the same time is better than only selling traditional software, and software vendors can get more revenue by doing so; If the utility which consumers will get by using the software every time is very low, selling SaaS software and traditional software at the same time outweighs only selling traditional software; If the utility which consumers will get by using the software every time is very high, the attraction of the SaaS software will increase, and consumers will be glad to pay for a higher price. At this point, only selling SaaS software will lead the software vendors to higher revenue. Moreover, SaaS products with network externalities will make software vendors obtain higher revenue. In the situation in which SaaS software and traditional software have no functional difference, only selling SaaS software will be the optimal choice for the software vendors.
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