基于用户价值和风险的云服务定价方法研究

用户价值和风险是影响云服务纵深化应用的重要因素，为解决这一障碍，最有效的措施是在云服务定价中考虑这些因素。在传统固定定价和按用量定价机制基础上构建混合定价模型，在以往文献探讨单一影响因素的基础上，研究用户价值与风险双重因素影响下的云服务定价策略。研究表明：云服务提供商应在用户价值较低的市场中提供固定定价机制，在用户价值较高的市场提供混合定价机制，混合定价机制比单一定价机制在市场占有率方面更有优势；伴随风险增大，用户更偏好按用量定价机制购买云服务；交易成本高低是按用量定价机制能否创造价值的关键，随着交易成本不断降低，混合定价机制下的云服务提供商利润和社会福利最优。

Study of Pricing Method of Cloud Services Based on User Value and Risk

User value and risk are important factors that affect the in-depth application of cloud services. To solve this obstacle, the most effective measure is to consider these factors in cloud service pricing. Based on thetraditional fixed pricing and usage-based pricing mechanisms, a mixed pricing model was constructed. Based on the single influencing factor discussed in the previous literature, the cloud service pricing strategy under the dual factors of user value and risk was studied. The research showed that cloud service providers should provide fixed pricing mechanism in the markets with low user value, and provide mixed pricing mechanism in the markets with high user value. The mixed pricing mechanism has more advantages in market share than the single pricing mechanism. As the risk increases, users prefer to purchase cloud services based on usage pricing mechanism. Transaction cost is the key to the value creation of the usage-based pricing mechanism. With the continuous reduction of transaction cost, the profit and social welfare of cloud service providers under the mixed pricing mechanism are the best.