《考虑市场结构差异的SaaS定价博弈研究》新进入者定价研究（2）

摘要：This post will introduce the pricing research of new SaaS entrants in the SWS-dominated market from the intensive reading master's

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《考虑市场结构差异的SaaS定价博弈研究》

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SaaS新进入者定价研究（2）”

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"Zhexue (130): Intensive reading of master's thesis

"A study on SaaS pricing game considering market structure differences"

Research on pricing of new SaaS entrants in a market dominated by SWS(2)”

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本期推文将从思维导图、精读内容、知识补充三个方面介绍精读硕士论文《考虑市场结构差异的SaaS定价博弈研究》的SWS占优市场下SaaS新进入者定价研究。

This post will introduce the pricing research of new SaaS entrants in the SWS-dominated market from the intensive reading master's thesis "Research on SaaS Pricing Game Considering Market Structure Differences" from three aspects: Mind map, intensive reading content, and knowledge supplement.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

当a2

When a2

当a2>1时，进入者（可能指SaaS提供商）在第二阶段的市场份额超过现有者（SWS提供商）。值得注意的是，无论a2如何变化，消费者从SWS转向SaaS的市场份额保持固定不变。这可能表明，在此区间内，SaaS服务的吸引力或转换成本存在刚性阈值。

When a2>1, the market share of the entrant (which may refer to the SaaS provider) in the second stage exceeds that of the incumbent (the SWS provider). It is worth noting that no matter how a2 changes, the market share of consumers switching from SWS to SaaS remains fixed. This may indicate that there is a rigid threshold in the attractiveness or switching cost of SaaS services within this interval.

随着参数a2的增加，尽管直觉上可能认为这有利于 SaaS 提供商的市场份额扩张，但均衡分析显示其份额反而下降。当 SaaS 在第二阶段的产品质量仍低于传统软件（SWS）提供商时，a2的增长会加剧价格竞争，促使 SWS 通过降低价格吸引对成本敏感的低价值用户，导致部分用户从 SaaS 转向 SWS。

As parameter a2 increases, although it may be intuitively believed that this is conducive to the expansion of the market share of SaaS providers, equilibrium analysis shows that their share decreases instead. When the product quality of SaaS in the second stage is still lower than that of traditional software (SWS) providers, the increase of a2 will intensify price competition, prompting SWS to attract cost-sensitive low-value users by lowering prices, causing some users to switch from SaaS to SWS.

当 SaaS 的质量在第二阶段超过 SWS 时，消费者因担心被技术或服务锁定，更倾向于延迟购买或在第二阶段转投其他产品（如产品 B）。这种规避锁定风险的决策行为，使得 SaaS 即使质量提升，市场份额仍持续缩小。由此可见，质量改进需结合价格策略与消费者心理管理，才能有效转化为市场竞争优势。

When the quality of SaaS exceeds that of SWS in the second stage, consumers are more inclined to delay purchases or switch to other products (such as product B) in the second stage due to concerns about being locked in by technology or services. This decision-making behavior to avoid lock-in risks has caused SaaS to continue to shrink its market share even if its quality improves. This shows that quality improvement needs to be combined with price strategy and consumer psychology management to effectively transform into market competitive advantage.

当SaaS（软件即服务）提供商的服务质量改进未超过传统软件（SWS）时，其作为市场新进入者的收益始终低于SWS提供商，且双方的收益均随质量提升而下降。这表明，在SWS主导的市场中，SaaS初期质量改进不仅未能提升收益，反而因成本增加或竞争加剧削弱利润，对长期发展不利。

When the service quality improvement of SaaS (software as a service) providers does not exceed that of traditional software (SWS), their revenue as new market entrants is always lower than that of SWS providers, and the revenue of both parties decreases with the improvement of quality. This shows that in the market dominated by SWS, the initial quality improvement of SaaS not only fails to increase revenue, but also weakens profits due to increased costs or intensified competition, which is not conducive to long-term development.

当SaaS服务质量在第二阶段显著超越SWS时，其收益随质量提升而增长，而SWS的收益则持续下降。这一反转现象揭示了技术优势的临界效应：一旦SaaS突破质量阈值，便能颠覆市场格局，而SWS因技术劣势陷入收益单向下滑，凸显了质量超越对竞争格局的决定性影响。

When the service quality of SaaS significantly surpasses SWS in the second stage, its revenue increases with the improvement of quality, while the revenue of SWS continues to decline. This reversal phenomenon reveals the critical effect of technological advantage: once SaaS breaks through the quality threshold, it can subvert the market structure, while SWS falls into a one-way decline in revenue due to technological disadvantages, highlighting the decisive influence of quality surpassing on the competitive landscape.

三、知识补充（Knowledge supplement）

在市场竞争或产品服务比较中，质量阈值指某一产品或服务在质量水平上达到或超越竞争对手的临界值。当质量改进突破该阈值时，市场动态（如消费者选择、收益分配、竞争格局等）会发生显著变化。其核心特征是：

In market competition or product and service comparison, the quality threshold refers to the critical value at which a product or service reaches or exceeds the quality level of competitors. When quality improvement exceeds this threshold, market dynamics (such as consumer choice, profit distribution, competitive landscape, etc.) will change significantly. Its core characteristics are:

1.非线性效应：阈值前后的市场反应存在突变性（如收益从下降转为增长）。

1. Nonlinear effect: There is a sudden change in market response before and after the threshold (such as profit changes from decline to growth).

2.竞争分水岭：阈值是区分“跟随者”与“领导者”的关键节点，超越阈值后可能颠覆原有市场主导地位。

2. Competitive watershed: The threshold is the key node to distinguish "followers" from "leaders", and exceeding the threshold may subvert the original market dominance.

在 SaaS 与 SWS 的竞争模型中，当SaaS 的服务质量（如功能、稳定性、用户体验）超过 SWS 的临界水平（即质量阈值）时，消费者偏好转向 SaaS，导致其收益增长而 SWS 收益下降。此时，质量阈值是技术优势转化为市场优势的“转折点”。

In the competition model between SaaS and SWS, when the service quality of SaaS (such as function, stability, user experience) exceeds the critical level of SWS (i.e., the quality threshold), consumers prefer SaaS, resulting in its revenue growth and SWS revenue decline. At this time, the quality threshold is the "turning point" for the transformation of technological advantages into market advantages.

企业需通过市场分析、技术投入或用户反馈，识别并突破质量阈值，以实现竞争格局的重构。

Enterprises need to identify and break through the quality threshold through market analysis, technology investment or user feedback to achieve the reconstruction of the competitive landscape.

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翻译：谷歌翻译

参考资料：谷歌、Chat GPT

参考文献：丁紫雯.环境税下考虑零售商公平关切的绿色投入水平和定价决策研究[D].东华大学,2022.