CAJ | 학술논문

在转移成本存在的市场条件下,结合纵向差异化基础模型对SWS提供商与SaaS提供商软件产品的竞争性升级定价问题进行研究,重点考虑动态环境下,企业用户的跨时期消费行为、SWS提供商的价格歧视问题及SaaS提供商的价格承诺问题,分析不同市场结构下,转移成本、软件质量对企业竞争策略的影响。研究结果表明：SaaS提供商的企业用户在软件新版本发行后不会转移购买SWS的版本II产品;在SWS的企业用户全部选择升级的市场结构中,转移成本成为SWS提供商进行价格歧视的根本原因,且SaaS与SWS之间质量水平差异的增加会缓解市场的竞争强度;在SWS的企业用户部分选择升级的市场结构中,转移成本的增加会提高SaaS的均衡订阅费用及SWS版本II产品的全价和升级价格,降低SWS初级版本产品的价格,同时,质量水平差异对SWS与SaaS软件产品定价的影响始终受到转移成本的制约作用。
재전이성본존재적시장조건하,결합종향차이화기출모형대SWS제공상여SaaS제공상연건산품적경쟁성승급정개문제진행연구,중점고필동태배경하,기업용호적과시기소비행위、SWS제공상적개격기시문제급SaaS제공상적개격승낙문제,분석불동시장결구하,전이성본、연건질량대기업경쟁책략적영향。연구결과표명：SaaS제공상적기업용호재연건신판본발행후불회전이구매SWS적판본II산품;재SWS적기업용호전부선택승급적시장결구중,전이성본성위SWS제공상진행개격기시적근본원인,차SaaS여SWS지간질량수평차이적증가회완해시장적경쟁강도;재SWS적기업용호부분선택승급적시장결구중,전이성본적증가회제고SaaS적균형정열비용급SWS판본II산품적전개화승급개격,강저SWS초급판본산품적개격,동시,질량수평차이대SWS여SaaS연건산품정개적영향시종수도전이성본적제약작용。
Under the condition of switching cost existing,we study the software upgrade competition with vertical differentiation model between SWS vendor and SaaS vendor,considering the inter-temporal consumer behavior of enterprise users,price discrimination of SWS vendor and the price commitment of SaaS vendor.This paper focuses on the impact of switching cost and software quality on the competitive strategies under various market structures.The results show that,in the market of old customers,SaaS vendor＇s enterprise users do not switch to purchasing the upgrade version software of SWS after the new version is released.Besides,when all enterprise users of SWS choose to upgrade,the equilibrium outcome proves that the switching cost is the main reason of price discrimination,and the increase of quality differences will alleviate the intensity of competition.In addition,in the market of some enterprise users upgrading the version II of SWS,the switching cost increases the subscription price of SaaS,the full price and the upgrade price of SWS;meanwhile,the impact of quality differences on the pricing of software vendors depends on the reverse constraints of switching cost.