喆学（128）：精读硕士论文SWS占优市场下SaaS新进入者定价研究

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

分享兴趣，传播快乐，

增长见闻，留下美好。

亲爱的您，这里是LearingYard学苑！

今天小编为您带来文章

“喆学（128）：精读硕士论文

《考虑市场结构差异的SaaS定价博弈研究》

SWS占优市场下

SaaS新进入者定价研究（1）”

欢迎您的访问！

Share interest, spread happiness,

increase knowledge, and leave beautiful.

Dear, this is the LearingYard Academy!

Today, the editor brings the

"Zhexue (128): 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(1)”

Welcome to visit!

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）

(1)模型描述(Model description)

文章首先讨论了SaaS提供商进入市场时的策略选择。假设SWS提供商已在市场中，SaaS提供商面临低端、同质和高端市场进入三种策略。由于SWS提供商的市场基础和影响力，SaaS提供商通常选择低端市场进入，以避免同质化竞争。模型分析了消费者对产品B的估价和支付意愿，假设消费者对产品B的估价为a1和a2，并且满a1

The article first discusses the strategic Choices of SaaS providers when entering the market. Assuming that SWS providers are already in the market, SaaS providers face three strategies: low-end, homogeneous, and high-end market entry. Due to the market foundation and influence of SWS providers, SaaS providers usually choose to enter the low-end market to avoid homogeneous competition. The model analyzes consumers' valuation and willingness to pay for product B, assuming that consumers' valuations of product B are a1 and a2, and a1

1.决策顺序(Decision order)

文章描述了市场竞争的两阶段博弈模型。在第一阶段，SWS和SaaS提供商同时公布价格，消费者选择购买。第二阶段，两家提供商识别第一阶段客户并设定重复购买价格，同时设定偷猎价格以吸引对手客户。消费者知道自己的估价，而提供商只知道估价的均匀分布。消费者和提供商都具有战略性和前瞻性，目标是最大化预期盈余和利润总额。模型通过求解第二阶段价格来求得第一阶段价格，实现博弈均衡。

The article describes a two-stage game model of market competition. In the first stage, SWS and SaaS providers simultaneously announce prices, and Consumers choose to buy. In the second stage, the two providers identify the first-stage customers and set repeat purchase prices, while setting poaching prices to attract rival customers. Consumers know their own valuations, while providers only know the uniform distribution of valuations. Both consumers and providers are strategic and forward-looking, and their goal is to maximize expected surplus and total profit. The model solves the second-stage price to obtain the first-stage price and achieve game Equilibrium.

2.消费者选择(Consumer Choice)

在第一阶段，消费者可以选择购买产品A或产品B，若选择产品A，则只需支付一次费用即可分两个阶段使用。第二阶段开始时，市场上有SWS和SaaS两家提供商的现有客户，他们可以选择继续使用原产品、转向对方产品或转向新产品C。图4.1展示了消费者的具体选择和相应的效用，说明了不同选择下的效用计算方式。

In the first stage, consumers can choose to buy product A or product B. If they choose product A, they only need to pay once to use it in two stages. At the beginning of the second stage, there are existing customers of two providers, SWS and SaaS, in the market. They can choose to continue using the original product, switch to the other party's product, or switch to the new product C. Figure 4.1 shows the specific choices of consumers and the corresponding utility, and explains how to calculate the utility under different choices.

(2)模型构建(Model construction)

消费者净效用由基础效用、产品质量和价格决定。在第一阶段，若产品A的净效用高于产品B，消费者会选择A。SaaS提供商需合理定价以进入市场。第二阶段，SaaS服务质量提高，若消费者剩余高于继续使用SaaS的剩余，消费者会转向SWS。

Consumer net utility is determined by basic utility, product quality and price. In the first stage, if the net utility of product A is higher than that of product B, consumers will choose A. SaaS providers need to set reasonable prices to enter the market. In the second stage, the quality of SaaS services improves. If the consumer surplus is higher than the surplus of continuing to use SaaS, consumers will switch to SWS.

1.SaaS服务改进后质量仍低于SWS软件(The quality of SaaS service is still lower than that of SWS software after improvement)

SaaS提供商可以了解SWS提供商的定价信息，通过预判其策略进行自身定价。假设SaaS服务质量低于SWS，SaaS提供商需通过价格竞争吸引客户。命题4.1指出，当a1

SaaS providers can understand the pricing information of SWS providers and set their own prices by predicting their strategies. Assuming that the quality of SaaS service is lower than that of SWS, SaaS providers need to attract customers through price competition. Proposition 4.1 states that when a1

2.SaaS服务改进后质量高于SWS软件(The quality of SaaS services after improvement is higher than that of SWS software)

SaaS提供商在初始阶段质量低于SWS软件，处于劣势，但通过持续升级服务，第二阶段质量可能超过SWS。命题4.3指出，当1a2a1/2市场达到均衡，SWS和SaaS各自保留部分第一阶段客户。命题4.4显示，当SaaS质量高于SWS时，SWS会降价以吸引转向SaaS的客户，而SaaS则可能提高价格，因为其服务更能满足用户需求。

The quality of SaaS providers is lower than that of SWS software in the initial stage, which puts them at a disadvantage. However, by continuously upgrading services, the quality of SaaS providers in the second stage may exceed that of SWS. Proposition 4.3 states that when 1

三、知识补充（Knowledge supplement）

两阶段博弈（Two-Stage Game）是博弈论中的一个概念，指的是在一个博弈过程中，参与者需要在两个不同的阶段做出决策。这种博弈通常涉及动态策略选择，参与者在每个阶段的决策可能依赖于前一阶段的结果和其他参与者的行动。

Two-Stage Game is a concept in game theory, which means that in a game process, participants need to make decisions at two different stages. This kind of game usually involves dynamic strategy selection, and the decision of participants in each stage may depend on the results of the previous stage and the actions of other participants.

在两阶段博弈中，通常包含以下特点：

In a two-stage game, the following characteristics are usually included:

1. 顺序决策：参与者在不同阶段按一定顺序做出决策。

1. Sequential decision-making: participants make decisions in a certain order at different stages.

2. 信息不完全：参与者可能在某些阶段无法完全了解其他参与者的决策或信息。

2. Incomplete information: participants may not be able to fully understand the decisions or information of other participants at certain stages.

3. 策略依赖：后一阶段的决策可能依赖于前一阶段的结果。

3. Strategy dependence: the decision in the later stage may depend on the results of the previous stage.

4. 均衡分析：通常需要通过逆向归纳法（backward induction）来分析，即从最后一个阶段开始，逐步向前推导每个阶段的最优策略。

4. Equilibrium analysis: It is usually necessary to analyze through backward induction, that is, starting from the last stage, and gradually deriving the optimal strategy for each stage.

例如，在市场竞争中，企业可能首先决定进入市场（第一阶段），然后在进入市场后决定定价策略（第二阶段）。每个阶段的决策都可能影响最终的市场结果和企业利润。

For example, in market competition, a company may first decide to enter the market (the first stage), and then decide on the pricing strategy after entering the market (the second stage). Decisions at each stage may affect the final market results and corporate profits.

两阶段博弈模型在经济学、管理学和社会科学中广泛应用，用于分析各种动态竞争和合作情境。

The two-stage game model is widely used in economics, management and social sciences to analyze various dynamic competition and cooperation situations.

今天的分享就到这里了。

如果您对文章有独特的想法，

欢迎给我们留言，让我们相约明天。

祝您今天过得开心快乐！

That's all for today's sharing.

If you have a unique idea about the article,

please leave us a message,

and let us meet tomorrow.

I wish you a nice day!

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.