联系我们

论文查询结果	返回搜索

论文编号：	7408
作者编号：	2120132355
上传时间：	2015/6/9 15:37:20
中文题目：	基于顾客效用的云服务产品定价机制研究
英文题目：	The research on pricing mechanism of cloud service products based on the utility of customers
指导老师：	严建援
中文关键字：	云服务产品；顾客效用；顾客偏好；定价机制
英文关键字：	Cloud Service Products; Customer Utility; Customer Preference; Pricing Mechanism
中文摘要：	云服务作为一种日渐成熟的计算模式，其市场规模正处于迅速扩张的发展阶段，在工信部发表声明正式启动针对云计算的”十三五”规划后，云服务市场呈现愈发迅猛的增涨趋势，各大云服务供应商纷纷采取相应举措例如价格战等营销手段抢占市场份额，尽管用户数量暂时增加，对其股价及财务状况却造成了严重不可逆的损害。为保证云服务市场需求，即考虑顾客效用从而保证顾客购买的同时实现利润的最大化，云服务供应商面临着如何制定云服务产品价格的困境。因此，站在云服务供应商的立场，设计一个基于云服务市场中顾客效用的定价机制，在考虑顾客效用使得顾客购买云服务产品的同时，实现云服务供应商利润的最大化，具有一定的实践价值与研究的必要性。 本文在文献和理论研究的基础上，结合云服务顾客效用及偏好的最新实践，从在线信息服务定价理论、顾客效用理论、顾客偏好理论、市场定价理论等基础理论出发，主要运用文献研究、数学模型与仿真的方法对云服务集成供应商与顾客构成的单级云服务供应链中，云服务产品的定价问题进行研究。首先识别影响云服务顾客效用的主要因素，综合考虑顾客购买成本以及QoS服务质量参数、风险补偿性等云服务产品的属性参数，然后在未考虑顾客偏好类型以及考虑顾客偏好类型的情境下，构建出云服务供应商制定云服务产品价格的定价模型，基于顾客效用制定相应的最优价格，最后分析云服务供应商的利润、云服务产品价格等与顾客偏好效用相关参数的关系，根据云服务供应商利润最大化的目标，给出相应的定价策略及建议，综合形成最终的定价机制。
英文摘要：	Cloud computing services is a kind of calculation mode getting more and more mature, meanwhile its market scale is in a rapid expansion. Right after the ministry issued a statement of the launch of the “13th Five Year Plan” of cloud computing, its market scale is growing more sharply. Almost all the cloud service providers took depreciation to expand their market share, increasing the usage of cloud computing services, however also causing serious irreversible damage to their stock prices and financial situations. Therefore, to guarantee the market demand, that is to encourage customers to buy, meanwhile realizing the maximization of profits, cloud service providers is facing the plight of how to set the price of cloud service products. So in this situation, designing a pricing mechanism of cloud service products based on customer's utility from the view of cloud service providers, has practical value and research necessity. This paper is based on the literature of pricing of online information service, utility theory and customer preference theory, combining with the newest practice of cloud customers’ preference, mainly uses literature research, mathematical model and simulation method to solve the pricing problem of a single-stage cloud service supply chain. Firstly, this paper formulates two pricing model respectively in two scene, irrespective of customer preference and respective of customer preference , based on the main factors of cloud services customers’ utility, considering purchase cost, quality of service, compensation contract of risk. Then analyses the relationships between parameters related with customer preference and the profits of the cloud service provider, so as to the utility of cloud service customers. At the end, this paper gives some suggestions to the cloud provider on the cloud pricing mechanism.
查看全文：	预览  下载(下载需要进行登录)