Earticle

초록

영어

This study suggests the dynamic pricing model which reveals the organic relationship between ASP (Application Service Provider) price and the related factors, using system dynamics methodology.
Basically, we applied the law of supply and demand for analyzing price changes. Then, we deducted ASP price, focusing on fixed cost and variable cost. We also researched the customer’s buying behavior according to version differentiation policy. In the version policy, we set up the proposition about customer’s satisfaction and willingness-to-pay, using option system. As a result, this research designed the simulation model which analyzes the changes of the sales according to version differentiations and customer’s willingness-to-pay. Through this research, we can find effective version differentiation strategies. This paper also found that the larger the number of package, the greater the demand and customer’s willingness-to-pay. The increase of the number of package causes the increase of the sales.
The increase of the sale is not exactly relative to the number of package. Drawing S-curve, the sales was increased.
This dynamic pricing model suggests the ground that the ASP price changes based on the existing version differentiation theory and the demand of customers can affect the changes of the sales. We expect that this model suggests a clear standard of ASP pricing by combining real cases.

목차

Abstract
 Ⅰ. 서론
  1-1 기존 ASP 시장이 겪고 있는 문제점
  1-2 성장 한계점에 도달한 대기업 시장
  1-3 SaaS로 넘어가는 과도기적 상황
 Ⅱ. 이론적 배경
  2-1 ASP 의 개념
  2-2 수요와 공급과 가격 개념
  2-3 기대효용이론
  2-4 고객만족(Customer Satisfaction), 구전효과(Word of Mouth)
  2-5 인센티브 서비스
  2-6 고정비용 가변비용 개념
  2-7 버저닝(Versioning) 전략과 번들링(Bundling)전략
 Ⅲ. 연구모형
  3-1 시스템 다이내믹스
  3-2 시스템 다이내믹스 모형의 검증
  3-3 수요와 공급에 따른 가격결정 모형
  3-4 고정비용과 가변비용에 따른 가격결정 모형
  3-5 버전 차별화에 따른 매출액 변화 모형
 Ⅳ. 시뮬레이션 분석 및 결과
  4-1 번들링 조정할 떄 변화 모형
  4-2 시뮬레이션 결과
 Ⅴ. 결론 및 제언
  5-1 시사점
  5-2 연구의 한계점 및 향후 연구
 <참고문헌>

저자

• 김상준 [ 아주대학교 경영대학 e-business학부 ]
• 이진수 [ 아주대학교 경영대학 e-business학부 ]
• 이상근 [ 아주대학교 경영대학 e-business학부 교수 ]

참고문헌