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《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

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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

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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"

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