摘要
“云计算”(Cloud Computing)的诞生是ICT融合的里程碑事件。由于诸多重要产业伙伴参与提供具有普遍特征的一整套服务的出现,云计算从ICT领域获得越来越多的注意。本论文遵循商业模式的价值观点,重点从提供者角度对构成云计算商业模式的服务元素的功能性和非功能性属性以及服务元素之间、利益相关者之间的交互关系进行阐述。商业模式是一种细化陈述,旨在说明企业如何对战略方向、运营结构和经济逻辑等一系列具有内部关联性的变量进行定位和整合,以便在特定的市场上建立竞争优势。研究商业模式的作用也不在仅仅限于某个单纯的盈利模式,而是能够将价值创造与价值获取有机地结合起来以实现企业内外部的平衡。
选择服务本体理论研究商业模式问题是本论文的理论基础和方法来源。本体论创立于上世纪九十年代后期,是研究语义网络的理论基础,服务本体论的创立和发展是互联网商业应用复杂化的结果。与传统服务理论应用环境完全不同的是,在开放的ICT服务生态系统中,互联网服务组成、处理和交付过程都强调了资源动态定位和服务要素快速组合,用户对服务的创建、选择、谈判、购买和评估都要在较短时间内完成。管理学界引入本体理论研究商业模式的目的就是将大量内容各异的商业模式定义通过严格的本体论方法统一起来,反映了互联网服务的元素众多、关系复杂、实时匹配、交易迅速等特点,以获得对商业模式问题的理解、共享、创新和评估。本论文应用服务本体论阐述“服务元素是由哪些信息、功能性属性、非功能性属性以及参与者所限定的?”“服务组合是如何绑定的?”等根本性问题。
选题采用“云架构”一词区隔了本论文所研究的“云计算”体系,从服务提供者角度研究云计算商业模式问题,而不是将服务模式、部署模式、价值获取模式作为研究重点。云架构被定义为提供服务的基础设施、硬件和软件的总称。选用这个定义能够较为准确地探讨云计算服务的组成、关系、性质、行为等基本概念,从微观角度探讨云计算价值创造和价值获取的内在根源。
本论文的核心创新点是以引入服务本体理论研究云架构商业模式问题作为切入点,形成“理论——方法——策略”的一般性研究体系,将云计算商业模式相关领域研究从纷杂的概念性讨论中形成较为规范、具体和实用性的研究成果。具体概括为三点：
第一,完成了云服务组成要素建模工作。通过案例研究广泛搜集关键数据,基于服务本体理论提出信息服务领域商业模式研究的新方法论,并建立服务系统模型。将服务本体理论应用于云计算商业模式研究中,不但是服务本体理论应用向新领域的延伸,也是云计算商业模式理论研究的新探索。
第二,完成了公有云服务资源配置和价值交换模型体系。通过论证云架构功能性服务要素价值创造机理,揭示了服务元素之间和参与者之间价值交换的形成过程。
第三,利用微观经济学和运筹学的相关理论,完成服务非功能性要素在云架构价值获取阶段的数学模型构建,对影响成本、定价、收入的关键性指标作为量化研究的基础并进行计算模拟。
The dissertation takes a value viewpoint, from a supplier perspective, to address the question of what would be the constitution of the business model of Cloud Computing that is capable of covering the functional and non-functional properties of e-service elements and the interactions within a network of stakeholders.
An acceptable definition describes a business model as a concise specification to illustrate how a firm obtains and integrates the interrelated in-house components in the fields of strategy, organization, and operation in order to establish the competitive advantage in defined markets. Tracing the evolution of the business model concept from definitions and taxonomies, component lists, to descriptions of business elements, the study of the business model ontology attempts to model and formalize the essential components of a business model. Historically, the question of how to make profit plays the important role in the areas of the business model research. Analyzing the components of a business model is necessary to understand the source of benefits. However, some scholars alleged that a business model involved two mechanisms of both value creation and value capture, as well as the fundamental of value creation generated from various fields. Ontology may elaborate the creation and exchange of economic value between the stakeholders from a value perspective.
As a conceptual modeling approach to Ontology, the initiation and progression of the service ontology have been pushed by increasing centralization and complexity of the e-service offers, as well as by growing decentralization and heterogeneity of the e-service actors, like the service provision of Cloud Computing. In a conventional business context, a service offering may reflect intangible resource transactions of stakeholders, which are generally regulated and governed by legitimate rules. The stakeholders may also take some specific activities in a service process. In an e-service context, this thesis acknowledges the contributions of the related literatures to define the functionalities of services from a provider perspective, including the core function, the supporting and enhancing supplementary functions, which represent in essence a description of what a service can do. Further, the non-functional properties of services that are identified by a collection of availability, price, cost, obligations, quality, security, operationalization etc. are fundamental for the discovery, selection, comparison, negotiation of e-services.
The motivation to select the concept of the business model of "Cloud Architecture", instead of "Cloud Computing", is to distinguish the precondition on the basis of a supplier viewpoint from the extensive domains of Cloud Computing. Cloud architecture is a set of resource categories:software, information, and infrastructure (hardware) that the Cloud service providers possess to achieve business benefits. The concept of Cloud Architecture can relatively accurately describe the theoretical basis on components, elements, interactions, activities of Cloud services.
The significance of this research is to present formal, practical, and concrete contributions over the divergent conceptual discussions aiming at the interrelated areas of the business model of Cloud Computing. The contributions contain (1) to construct a collection of service elements of Cloud Architecture handled by an innovative approach to decompose,category, and assemble the composite businesses of Cloud;(2) to build the models of the service configuration and value exchange in terms of the service ontology;(3) to make a qualitive analysis for service security, risk, privacy, and regulation, as well as establish the quantative models to simulate the mechanisms of investing and pricing of service suppliers and the transfer decision of consumer from private IT infrastructure to public Cloud that rely on Matlab programmes.
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