雲端運算的發展，對於網路服務的商業模式、產業以及國家帶來相當大的衝擊，導致雲端技術與相關服務成為近年來IT產業中熱門的議題，然而在這領域中的相關研究，多屬於技術上的應用，使得廠商在商業與定價上能夠參考的相關研究相當有限。

因此，為了因應日益受到關注的雲端服務定價議題，本研究以雲端產業中提的服務提供商為探討對象，進行雲端運算服務市場之定價策略的研究與探討。本研究依據現行雲端運算服務市場之商業模式與服務特性，並參考其收費模式與相關服務，來建立雲端服務基礎服務模型及雲端產品模型，以探討在雲端市場上雲端服務商之最適市場定價策略，以及廠商如何在消費者的認知價值與追求利潤極大化之下決定其基礎雲端服務價格與提供加值服務下之產品服務價格。

本研究根據部分市場與不同產品模型推導下所獲得的均衡結果做性質分析、比較與討論，結果顯示在廠商只有提供基礎服務時，廠商的市場與利潤會受到網路「擁塞效果」以及個人安全風險偏好的影響，而增加消費者對服務的認知價值，將有助於提升廠商利潤水準以及市場需求，然而在消費者對服務認知價值沒有提升的情況之下，若廠商提高價格，則會減少市場對服務的需求。若提供商提供使用者加值服務，則廠商的基礎服務價格相對的降低，且服務市場會相對的增加，除了可以減緩部分使用者對於服務品質上的顧慮外，對於廠商來說，提供額外的加值服務可以增加其利潤，並減緩擁塞效果對廠商利潤的損失。因此，藉由模型的推導可以得知，若雲端服務商能得知雲端服務使用者型態的屬性，並據此來決定雲端服務的價格水準，即可透過價格歧視提昇其利潤水準。

The development of cloud computing made a great impact on the business model of network service, industries and nations. However, most of cloud researches focus on applications of cloud technique. Consequently, the relevant researches referred in business and pricing strategy are rare. Therefore, This study builds the basic service market model and product market model to discuss how the cloud service provider determine the price of basic cloud computing service and both basic service and value-added service prices under the market with value-add service.

From the results of static analysis, model comparison and model discussion, this study concludes that the service market, profit of provider will be negatively influenced if user perceived risks of service security and availability if provider only offers basic service. However, the increase of user perceived value will improve the market demand and profit level of provider. Otherwise, if the user perceived value unchanged and provider raises service price will reduce the market demand for service. Furthermore, if provider offers users value-added service to avoid congestion effect or reduce the service availability risk, the cloud market will get more profit than only offer basic service. Otherwise, offering value-added service can help provider slow down the loss of profit affected by congestion effect. Therefore, from this paper we can understand that the cloud provider can use the strategy of market segmentation and price discrimination to increase its profit if service provider can get the information of consumption characters of cloud user.

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