基于SaaS模式的服务供应链协调研究

摘要/Abstract

摘要： 免费试用是SaaS(软件即服务)模式市场推广的主要方式,本文研究了服务需求由服务的免费试用决定的SaaS服务供应链中AIP(应用基础设施提供商)与ASP(应用服务提供商)间的协调问题。在信息对称下,以成本共担契约激励ASP提高免费试用的努力水平;在信息不对称的情况下,AIP采用服务能力预定策略避免低技术能力ASP的机会主义行为,通过成本与风险共担的组合契约激励ASP提高免费试用的努力水平和提高服务能力订购量。研究结果表明:提出的协调契约能够使免费试用的效果达到整体最优,实现SaaS服务供应链的最优绩效并使各参与方利润帕累托改进;提高ASP的技术能力可使免费试用取得更好的效果。通过数值模拟验证了模型的有效性并得出了其管理学意义。

关键词: SaaS模式, 免费试用, 服务供应链, 协调

Abstract: The free trial is the primary method for marketing generalization in the SaaS model. The coordination problem between an AIP (application infrastructure provider) and an ASP (application service provider) in a SaaS supply chain is investigated, in which the service demand is determined by the application free trial. Under symmetric information, the cost sharing contract is adopted to incent ASP to increase the effort level of free trial. Under asymmetric information, service capacity preorder strategy is used by AIP to avoid the low technical ability ASP’s opportunism behavior, and a combined contract of cost sharing and risk sharing is proposed to incent ASP to increase effort level of free trial and increase service capacity preorder quantity. The results show that the coordination contracts we proposed can realize the optimal free trial effect, optimal supply chain performance, and pareto improvement of supply chain members’ profits. Improving the ASP’s technical ability can make the free trial get a better effect. Through numerical exploration analysis, effectiveness of the model is demonstrated and some managerial insights are obtained.

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

中图分类号:

F272

李新明, 廖貅武, 刘洋. 基于SaaS模式的服务供应链协调研究[J]. 中国管理科学, 2013, (2): 98-106.

LI Xin-ming, LIAO Xiu-wu, LIU Yang. Research on Service Supply Chain Coordination Based on SaaS Model[J]. Chinese Journal of Management Science, 2013, (2): 98-106.

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