您的位置:山东大学 -> 科技期刊社 -> 《山东大学学报(理学版)》

《山东大学学报(理学版)》 ›› 2020, Vol. 55 ›› Issue (1): 69-76,85.doi: 10.6040/j.issn.1671-9352.0.2019.001

•   • 上一篇    下一篇

共享经济下车货匹配平台定价策略

桂云苗1(),武众1,胡红春2,*()   

  1. 1. 安徽工程大学管理工程学院, 安徽 芜湖 241000
    2. 中国烟草总公司职工进修学院, 河南 郑州 450008
  • 收稿日期:2019-01-02 出版日期:2020-01-20 发布日期:2020-01-10
  • 通讯作者: 胡红春 E-mail:ymgui@ahpu.edu.cn;759150070@qq.com
  • 作者简介:桂云苗(1978—),男,教授,研究方向为平台运营管理. E-mail:ymgui@ahpu.edu.cn
  • 基金资助:
    安徽省哲学社科规划项目(AHSKY2016D13)

Pricing strategy of vehicles and cargos matching platform in the sharing economy

Yun-miao GUI1(),Zhong WU1,Hong-chun HU2,*()   

  1. 1. School of Management Engineering, Anhui Polytechnic University, Wuhu 241000, Anhui, China
    2. Staff Development Institute of China National Tobacco Corporation, Zhengzhou 450008, Henan, China
  • Received:2019-01-02 Online:2020-01-20 Published:2020-01-10
  • Contact: Hong-chun HU E-mail:ymgui@ahpu.edu.cn;759150070@qq.com

摘要:

为了提高车货匹配平台的服务水平与竞争优势,分析了共享经济下车货匹配平台的运输服务供应商特质,将运输服务供应商划分为专业型和非专业型两大类,在考虑两者交叉网络外部性差异的基础上,构建了竞争环境下车货匹配平台的Hotelling博弈模型。通过研究发现,若双边用户单归属,则车货匹配平台对两类供应商收取相同注册费;若供应商多归属,则车货匹配平台倾向于对非专业型供应商收取的注册费高于专业型供应商;且采取供应商先加入策略对车货匹配平台更为有利。

关键词: 共享经济, 车货匹配平台, Hotelling模型, 定价策略

Abstract:

In order to improve the competitive advantage and performance of the vehicles and cargos matching platform, the article analyzes the characteristic of service providers of vehicles and cargos matching platform. By dividing it into professional and non-professional service providers, a game model of the vehicles and cargos matching platform is constructed. The result show that, if platforms' two sides are single-homing, the vehicles and cargos matching platform would charges the same fee for two kinds of suppliers, but if platforms' one side is multi-homing, the vehicles and cargos matching platform tend to charge high access price for non-specialist suppliers and lower access price for professional suppliers. Moreover, a strategy of accessing to suppliers firstly would be more beneficial to the oligopoly vehicles and cargos matching platform.

Key words: sharing economy, vehicles and cargos matching platform, Hotelling model, pricing strategy

中图分类号: 

  • F272

图1

各参数变化对注册费的影响"

图2

各参数变化对用户规模的影响"

图3

各参数变化对车货匹配平台利润的影响"

图4

车货匹配平台利润比较"

1 ROCHET J C , TIROLE J . Two-sided markets: an overview[J]. Toulouse, 2004, 51 (11): 233- 260.
2 ARMSTRONG M . Competition in two-sided markets[J]. The RAND Journal of Economics, 2006, 37 (3): 668- 691.
doi: 10.1111/j.1756-2171.2006.tb00037.x
3 HAGIU A , SPULBER D . First-party content and coordination in two-sided markets[J]. Management Science, 2013, 59 (4): 933- 949.
doi: 10.1287/mnsc.1120.1577
4 桂云苗, 武众, 胡红春. 具有双边市场特征的新平台发布策略[J]. 山东大学学报(理学版), 2017, 52 (9): 83- 91.
GUI Yunmiao , WU Zhong , HU Hongchun . Study on preannouncement strategies of new platforms with characteristics of two-sided market[J]. Journal of Shandong University (Natural Science), 2017, 52 (9): 83- 91.
5 EGAN M , JAKOB M . Market mechanism design for profitable on-demand transport services[J]. Transportation Research Part B, 2016, 89 (161): 178- 195.
6 WANG X , HE F , YANG H , et al. Pricing strategies for a taxi-hailing platform[J]. Transportation Research Part E Logistics & Transportation Review, 2016, 93: 212- 231.
7 WANG D , NICOLAU J L . Price determinants of sharing economy based accommodation rental: a study of listings from 33 cities on Airbnb.com[J]. International Journal of Hospitality Management, 2017, 62: 120- 131.
doi: 10.1016/j.ijhm.2016.12.007
8 KUNG L C , ZHONG G Y . The optimal pricing strategy for two-sided platform delivery in the sharing economy[J]. Transportation Research Part E Logistics & Transportation Review, 2017, 101: 1- 12.
9 STIGLIC M , AGATZ N , SAVELSBERGH M , et al. Enhancing urban mobility: integrating ride-sharing and public transit[J]. Computers & Operations Research, 2018, 90: 12- 21.
10 牟向伟, 陈燕, 高书娟, 等. 基于改进量子进化算法的车货供需匹配方法研究[J]. 中国管理科学, 2016, 24 (12): 166- 176.
MU Xiangwei , CHEN Yan , GAO Shujuan , et al. Vehicle and cargo matching method based on improved quantum evolutionary algorithm[J]. Chinese Journal of Management Science, 2016, 24 (12): 166- 176.
11 贾兴洪, 海峰, 董瑞. 车货匹配双边平台单归属用户比率提升控制设计[J]. 计算机集成制造系统, 2017, 23 (4): 903- 912.
JIA Xinghong , HAI Feng , DONG Rui . Control design for promoting single-homing user ratio of vehicles and cargos matching two-sided platform[J]. Computer Integrated Manufacturing Systems, 2017, 23 (4): 903- 912.
12 朱江洪, 王睿, 李延来. 基于不确定语言关联性信息的车货双边匹配决策方法[J]. 系统科学学报, 2018, (1): 86- 91.
ZHU Jianghong , WANG Rui , LI Yanlai . Decision making method for two-sided matching of vehicles and cargoes based on uncertain linguistic correlated information[J]. Journal of Systems Science, 2018, (1): 86- 91.
13 曹俊浩.基于双边市场理论的B2B平台运行策略及其演化研究[D].上海:上海交通大学, 2010.
CAO Junhao. On operation strategies and evolution of B2B platform based on the theory of two-sided markets[D]. Shanghai: Shanghai Jiaotong University, 2010.
[1] 肖敏,余敏,何新华. 引入垂直电商的供应链渠道定价策略[J]. 《山东大学学报(理学版)》, 2019, 54(3): 110-118.
[2] 肖迪,金雯雯. C2B电商情境下考虑横向竞争的供应链定价策略[J]. 山东大学学报(理学版), 2018, 53(5): 53-60.
[3] 桂云苗,武众,胡红春. 具有双边市场特征的新平台发布策略[J]. 山东大学学报(理学版), 2017, 52(9): 83-91.
[4] 张克勇1,吴燕1,侯世旺2. 零售商公平关切下闭环供应链定价策略研究[J]. J4, 2013, 48(05): 83-91.
Viewed
Full text


Abstract

Cited

  Shared   
  Discussed   
[1] 史爱玲1,马明2*,郑莹2. 齐次泊松响应的客户寿命值及性质[J]. 山东大学学报(理学版), 2014, 49(03): 96 -100 .
[2] 田学刚, 王少英. 算子方程AXB=C的解[J]. J4, 2010, 45(6): 74 -80 .
[3] 王刚,许信顺*. 一种新的基于多示例学习的场景分类方法[J]. J4, 2010, 45(7): 108 -113 .
[4] 唐风琴1,白建明2. 一类带有广义负上限相依索赔额的风险过程大偏差[J]. J4, 2013, 48(1): 100 -106 .
[5] 邱桃荣,王璐,熊树洁,白小明. 一种基于粒计算的知识隐藏方法[J]. J4, 2010, 45(7): 60 -64 .
[6] 王 瑶,刘 建,王仁卿,* . 阿利效应及其对生物入侵和自然保护中小种群管理的启示[J]. J4, 2007, 42(1): 76 -82 .
[7] 赵君1,赵晶2,樊廷俊1*,袁文鹏1,3,张铮1,丛日山1. 水溶性海星皂苷的分离纯化及其抗肿瘤活性研究[J]. J4, 2013, 48(1): 30 -35 .
[8] 杨永伟1,2,贺鹏飞2,李毅君2,3. BL-代数的严格滤子[J]. 山东大学学报(理学版), 2014, 49(03): 63 -67 .
[9] 刘婷婷,陈志勇,李晓琴*,杨文志. 随机变量序列的Berry-Esseen界[J]. 山东大学学报(理学版), 2014, 49(03): 101 -106 .
[10] 孙小婷1,靳岚2*. DOSY在寡糖混合物分析中的应用[J]. J4, 2013, 48(1): 43 -45 .