服务供应链视角下SaaS模式免费试用策略分析

运筹与管理 ›› 2013, Vol. 22 ›› Issue (5): 43-50.

服务供应链视角下SaaS模式免费试用策略分析

李新明, 廖貅武

西安交通大学管理学院过程控制与效率工程教育部重点实验室,陕西西安 710049

收稿日期:2012-01-06 出版日期:2013-10-25
作者简介:李新明 (1984-),男,博士研究生,主要研究方向:IT服务外包与服务供应链;廖貅武(1965-),男,博士,教授,博士生导师,主要研究方向:决策分析、IT服务外包。
基金资助:
国家自然科学基金重大项目(70890081 )

Analysis of Free Trial Strategy in the SaaS Model from Service Supply Chain Perspective

LI Xin-ming, LIAO Xiu-wu

School of Management, Xi'an Jiaotong University, Key Lab of the Ministry of Education for Process Control &Efficiency Egineering, Xi'an 710049, China

Received:2012-01-06 Online:2013-10-25

摘要/Abstract

摘要： 针对处于市场推广期的SaaS模式中应用服务需求的不确定性,本文从服务供应链的视角对免费试用策略应对需求不确定性进行建模分析。设计了合作契约保证免费试用策略下服务供应链的协调;将免费试用策略绩效与传统的风险共担策略绩效作比较,得出免费试用策略的适用条件;通过数值分析验证了模型的有效性并得出了其管理学意义。研究表明,与风险共担策略相比,免费试用策略能够激励客户需求和有效规避SaaS模式中服务需求不确定性的风险,并提高服务供应链中各方收益;免费试用策略的适用性和绩效与应用服务提供商(ASP)技术能力水平有关;服务供应链协调可以使免费试用取得更好的效果。

关键词: 服务供应链, 免费试用, 契约, SaaS模式

Abstract: Aiming at the uncertain demand in the developing SaaS model, we analytically investigate the free trial strategy, which copes with the demand uncertainty, from the perspective of service supply chain. We design a cooperation contract to ensure the service supply chain coordination under free trial. Comparing the performance of free trial strategy with that of the traditional risk-sharing strategy, we obtain an applicable condition of the free trial strategy. Through numerical exploration analysis, effectiveness of the model has been demonstrated and some managerial insights are obtained. The results show that the free trial strategy can stimulate customer demand, avoid service demand uncertainty risk in the SaaS model effectively, and improve the profits of the service supply chain members. The applicability and performance of the free trial strategy are related to ASP's technical ability. Furthermore, the coordination of service supply chain can make the free trial strategy achieve a better effect.

Key words: service supply chain, free trial, contract, SaaS model

中图分类号:

F272

李新明, 廖貅武. 服务供应链视角下SaaS模式免费试用策略分析[J]. 运筹与管理, 2013, 22(5): 43-50.

LI Xin-ming, LIAO Xiu-wu. Analysis of Free Trial Strategy in the SaaS Model from Service Supply Chain Perspective[J]. Operations Research and Management Science, 2013, 22(5): 43-50.

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