非对称云市场对SaaS的开放策略及价格决策研究

Asymmetric Cloud Marketplaces’Strategies on Pricingand Openness for On-premises SaaS

随着云服务提供商对业务模式的不断探索,云市场逐渐成为了其构建云生态、向平台型提供商转型的重要战略措施。云市场具有两种类型:非资源型云市场(RLCM)只提供软件即服务(SaaS)的交易平台业务;资源型云市场(RFCM)在平台业务的基础上,还提供SaaS所需的基础架构(IaaS/PaaS)资源。本文聚焦于两类平台的竞争问题,探究了RFCM对本地部署的SaaS所采用的阻止/许可策略以及两类平台的定价决策问题。研究表明,只有当IaaS/PaaS资源的单位成本足够高且RFCM具有明显价值优势时,许可策略才可能是RFCM的占优策略,并且当RFCM采用许可策略时,RLCM会设置更低的入驻费来应对竞争。本文旨在为不同类型的云市场进行竞争时如何选择最佳的价格及服务差异化策略提供理论依据。

To host a cloud marketplace has become a strategic plan of cloud service providers(CSPs)to establish their cloud ecosystems and transform themselves into platform CSPs.The resourceful cloud marketplace(RFCM)offers both trading platform of software services(SaaS)and the required infrastructure(IaaS/PaaS)to independent software vendors(ISVs),while the resourceless cloud marketplace(RLCM)only offers a trading platform.This paper focuses on the competition between RFCM and RLCM and studies RFCM’s Deter/Allow strategy for ISVs who implement SaaS via either the in-house infrastructure or the IaaS/PaaS of an RFCM.It is demonstrated that RFCM’s dominant strategy is mainly affected by the unit cost of IaaS/PaaS resources and the value difference between the two marketplaces.Moreover,when the RFCM adopts the allow strategy,the RLCM tends to reduce the entry fee in the competition.This paper provides theoretical guidance for competitive platform CSPs to make decisions for pricing and service differentiation strategies.