产品质量不确定性下云服务供应商的产品定位与定价策略研究

近年来，我国各行各业纷纷实施云化转型战略，云服务需求大幅增加。然而，我国云服务的市场渗透率仍然较低，云服务的独特性导致顾客很难准确评估其真实价值。如何在客户对云服务产品认知不足的情况下，设计与选择最佳的产品定位与定价策略，从而提升市场占有率和经济效益，是我国云服务供应商在发展中面临的关键问题。因此，申请人在前期信息产品定价策略以及云服务与传统软件市场竞争的研究基础之上，围绕“产品质量不确定性下云服务提供商的产品定位与定价策略”开展创新研究。本项目聚焦由产品信息不完全造成的消费者对云服务产品质量的不确定性情形，从云服务供应商的市场进入策略，多维属性空间的产品定位与差异化策略，以及顾客获取与保留机制设计三个方面展开深入系统的研究。项目有望在面向企业用户的云服务领域产生一系列国际水平的研究成果，并为我国实践领域提升云服务供应商的市场竞争力提供理论基础和决策支持。

In recent years, various industries and enterprises in China have implemented cloud transformation strategies, which leads to a significant increase in the demand of cloud services. However, the market penetration of cloud services is still low in China, and the distinct characteristics of cloud service make it difficult for consumers to accurately assess its value before purchasing. Under such circumstances, it is a great challenge for cloud service vendors to design optimal pricing and product positioning strategies so as to gain a larger market share and a higher profit. We contribute an innovative research proposal on “Product Pricing and Positioning Strategies for Cloud Service Vendors under Quality Uncertainty”. This project is a natural extension of our former work published on ISR, JMIS, et al., which studies the pricing strategies of information goods in the presence of network effects, and the competition between cloud services and on-premises software under security risks. In this project, we will study the optimal strategies for cloud service providers when consumers face product quality uncertainty caused by the lack of information. Specifically, we will address the following three research issues: selection of market entry strategy for cloud vendors, product positioning and differentiation strategy for cloud vendors in a multi-dimensional attribute space, and the mechanism of cloud vendors’ customer acquisition and retention. We expect to publish a series of high-quality research papers in top-tier journals and conferences and to provide theoretical basis and decision support for improving the market competitiveness of cloud service providers in China.