【摘要】 针对客户在选择在线应用服务时面临搜寻成本高、决策效率低以及静态定价策略难以满足交易双方动态的价值沟通需要这一问题,提出一种基于多属性双向拍卖的在线应用服务选择方法。首先构建了一个由买方、卖方以及拍卖中介组成的双向拍卖系统模型,进而设计了拍卖机制,论证了该机制是事后有效的并满足个体理性及激励相容约束,最后通过仿真实验对该机制的可行性及应用效果进行检验。本文方法可降低在线应用服务市场中供需双方搜寻成本、提升匹配效率、有效支持供需双方实现价值共赢。更多还原

【Abstract】 As an innovative cloud computing based business model, software-as-a-service(Saa S) has proliferated since the 21 th century. Saa S is deployed as hosted online services on IT infrastructures of Saa S vendors, who are in charge of operation and maintenance of both application software and IT infrastructures. Customers subscribe the hosted services on demand, access them over the Internet, and pay Saa S vendors by the usage of subscribed services. During the subscription period, customers have the rights to use services that are usually upgraded automatically. It is important for Saa S vendors to quickly find customers and promote them to adopt subscription services by offering effective pricing. At this stage, Saa S vendors generally adopt the customer segmentation-based static pricing method, and convey information of both application services and pricing policies to customers via websites. Consequently, customer’s searching cost for application services is high. Meanwhile, communication over business values between vendors and customers is difficult to achieve dynamically and efficiently. Obviously, the selection of application services is time consuming and lack of market efficiency. To solve this problem, this paper introduced market mechanism into the selection of online application services.By considering both the characteristics of the SaaS model,including flexible combination of services,such as demand subscription,online access,and the flexibility and effectiveness of double auction mechanism in resource allocation,this paper proposed a multi-attribute double auction based method for selecting application services.By utilizing both price attributes and bid information from buyers and sellers,the proposed method realizes multiple matches between buyers and sellers during one round of auction,which effectively support the win-win results over business values between buyers and sellers.In the first part,the price attributes,which should be considered during online application service selection,were firstly analyzed.On this basis,an auction system was proposed to buyers,sellers,and an auction intermediary.The intermediary is supposed to be responsible for providing Internet-based auction platform,and publishing auction rules and related information.Buyers and sellers are required to register and submit bids respectively via the platform.The intermediary collects bids information,applies the proposed auction mechanism to calculate hammer price,and finds the matched pairs of buyers and sellers.Second,the model for selecting application service was presented and the corresponding formal description was given.Finally,the auction mechanism was proposed,which was further proven to be ex post efficient and satisfy incentive compatibility and individual rationale constraints.In the second part,a simulation experiment was conducted to test the feasibility and performance of the proposed method.Firstly,the auction algorithm was presented.Secondly,two sets of parameters,i.e.,the transaction success rate and the average income,were introduced.Thirdly,different distribution scenarios for the combination of seller’s attribute related cost and buyer’s attribute related value were selected to do the experiment.Finally,the experimental results were analyzed and the managerial implications were proposed.In summary,extant static pricing method cannot meet the needs of SaaS vendors’effective pricing.To solve this problem,we proposed a multi-attribute double auction based method and provide a corresponding auction mechanism.The proposed method enables the automatic matching between buyers and sellers,improves matching efficiency,and supports dynamic communication on business values.更多还原