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| 研究生： |
曹瓊方 Tsao,Chiung Fang |
|---|---|
| 論文名稱： |
無線點對點環境中情境化小額定價模式之研究 |
| 指導教授： |
苑守慈
Yuan,Soe-Tsyr |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 資訊管理學系 Department of Management Information System |
| 論文出版年： | 2005 |
| 畢業學年度： | 93 |
| 語文別： | 中文 |
| 論文頁數： | 118 |
| 中文關鍵詞： | 點對點 、動態定價 、價值導向定價 、無線隨意服務 |
| 外文關鍵詞： | P2P, dynamic pricing, value-based pricing, wireless ad-hoc e-services |
| 相關次數： | 點閱：56 下載：26 |
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在未來的無線點對點環境中，由於資訊將被賦予金錢上的價值，故核心議題將不在於如何解決資訊便車者問題，而是必須針對有價資訊制定一有效的定價模式以促進個體提供差異化服務的意願。本研究所提出之情境式小額定價模式，以價值導向定價為基礎，除了針對個體本身資源限制考量而設計之外，更考量服務本身之特性(如無形性、不可分割性、異質性與易逝性)，因此可有效地針對個體目前所處的情境需求以協助服務買方與賣方分別制定服務價格策略與價格談判策略，讓買賣雙方可快速地達成協議。
本研究期望藉由情境式定價與談判機制的提出，能對WP2P 的無線應用服
務發展有所貢獻，並期望讓使用者在動態且即時的環境下，能有效地促進資訊分享的意願與流通，進而能恣意地享受行動服務所帶來的全新生活體驗。
In the foreseeable Wireless Peer-to-Peer (WP2P) environments (in which information traded is associated with monetary value), one of the key issues in WP2P will focus on how to build efficient pricing strategies to facilitate the peers’ willingness of offering differentiated services (rather than the status–quo of merely resolving the free rider problems). Accordingly, this paper presents a contextualized micro pricing strategy for e-services operating in distributed WP2P environments. The pricing strategy grounding in the concept of value-based pricing not only takes mobile device restrictions and attributes of the surrounding context (ex. time, location) into account, but also regards the unique features of services (intangibility, inseparability, heterogeneity, perishability) to assist service buyers and sellers to rapidly come to a deal with each other in terms of a lightweight pricing/bargaining process. The contribution of the proposed contextualized micro pricing strategy is to improve peers’ willingness of furnishing differentiated services and to enhance the distribution of the service resources amid the WP2P environments.
表 次 V
圖 次 VI
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題 4
第四節 研究目的 6
第五節 研究流程 9
第貳章 文獻探討 10
第一節 小額付款(Micropayment) 10
第二節 定價策略(Pricing Strategy) 18
第三節 協商策略(Negotiation) 26
第參章 研究方法 30
第一節 Contextualized micro pricing應用環境架構 31
第二節 Service Discovery 與Candidate Determination 36
第三節 Price Determination 43
第四節 Provider Determination與Price Valuation 55
第五節 Contextualized micro pricing之運作實例 63
第肆章 實驗設計與結果 69
第一節 實驗情境設計 69
第二節 實驗目的 71
第三節 實驗結果評估 74
第伍章 系統架構 96
第一節 JXTA平台 96
第二節 JXTA基本概念 98
第三節 情境化小額定價模式系統設計 101
第陸章 結論與未來研究方向 108
第一節 結論 108
第二節 本研究之商業價值 111
第三節 未來研究方向 112
參考文獻 114
表 次
表2-2- 1、三種定價策略整理 22
表2-3- 1、三種衝突型式整理 28
表3-2- 1、CP需求訊息之定義 39
表3-2- 2、SP response訊息之定義 39
表3-2- 3、Candidate Determination運作方式 40
表3-2- 4、RTR格式 41
表3-3- 1、SP_bid訊息 43
表3-3- 2、無線應用服務定價公式 45
表3-3- 3、情境式BP服務分版考量之服務定價 47
表3-3- 4、情境化的資訊內容無線應用服務之完整定價 49
表3-3- 5、讓步範圍值的區間計算方式 51
表3-3- 6、SP的出價公式之計算方式 52
表3-3- 7、total payoff計算方式 53
表3-3- 8、Seller Price Negotiation演算法 53
表3-4- 1、SP服務本身QoS總分計算方式 56
表3-4- 2、SP的總積分計算方式 57
表3-4- 3、情境式之WTP價格計算方式 59
表3-4- 4、讓步範圍值的區間計算方式 61
表3-4- 5、CP的出價公式之計算方式 62
表3-4- 6、Buyer Price Negotiation演算法 62
表4-1- 1、實驗參數一覽表 70
圖 次
圖1-5- 1、研究程序圖 9
圖2-1- 1、PayWord protocol 12
圖2-1- 2、改良PayWord的小額付款系統運作方式 17
圖2-3- 1、市場架構(Market Framework) 26
圖2-3- 2、議價空間的觀念 29
圖3-1- 1、Contextualized Micro Pricing應用環境 31
圖3-1- 2、Contextualized Micro Pricing Protocol 35
圖3-2- 1、Shopping Mall Ontology 37
圖3-2- 2、Merchandise Store Ontology 37
圖3-2- 3、Food Store Ontology 38
圖3-2- 4、Service Discovery與Candidate Determination流程 42
圖4-1- 1、賣方服務易逝性情境圖 71
圖4-3- 1、SP預測CP服務價格認知之差異程度(BP=HIGH) 76
圖4-3- 2、SP預測CP服務價格認知之差異程度(BP=MIDDLE) 76
圖4-3- 3、SP預測CP服務價格認知之差異程度(BP=LOW) 77
圖4-3- 4、SP與CP服務價格之整體報酬(BP=HIGH) 79
圖4-3- 5、SP與CP服務價格之整體報酬(BP=MIDDLE) 79
圖4-3- 6、SP與CP服務價格之整體報酬(BP=LOW) 80
圖4-3- 7、兩種協商模式之談判次數結果(BP=HIGH) 82
圖4-3- 8、兩種協商模式之談判次數結果(BP=MIDDLE) 83
圖4-3- 9、兩種協商模式之談判次數結果(BP=LOW) 83
圖4-3- 10、兩種協商模式結果之交易整體報酬 (BP=HIGH) 85
圖4-3- 11、兩種協商模式結果之交易整體報酬 (BP=MIDDLE) 85
圖4-3- 12、兩種協商模式結果之交易整體報酬 (BP=LOW) 86
圖4-3- 13、情境分析發展流程 88
圖5-1- 1、JXTA軟體架構圖 97
圖5-2- 1、Peer Advertisement 99
圖5-2- 2、管道(pipe)定址方式 100
圖5-2- 3、Pipe Advertisement 101
圖5-3- 1、系統運作架構圖 103
圖5-3- 2、系統流程說明圖 105
圖5-3- 3、JXTA初始設定畫面 105
圖5-3- 4、資訊服務格式設定畫面 106
圖5-3- 5、定價協定流程執行畫面 107
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