考虑企业社会责任的按需服务平台服务策略与协调研究

Decision analysis and coordination for on-demand service platforms considering corporate social responsibility

针对由按需服务平台和服务提供商组成的按需定价服务市场,考虑按需服务平台的企业社会责任和消费者对服务水平的敏感程度,在按需服务平台采取峰时价格策略并向服务提供商提供固定佣金的情形下,构建以按需服务平台为领导者的双链两阶段博弈模型,分别在纵向合作与横向合作情形下研究按需服务平台和服务提供商的最优策略和利润,在此基础上,提出两部定价-服务成本共担契约,探讨双方利润协调。研究发现:与双链分散式决策情形相比,按需服务平台和服务提供商之间的纵向合作能有效提高企业社会责任与服务水平,而服务提供商之间的横向串联合作则将降低按需服务平台的盈利与系统效率;无论处于何种情形下,纵向合作始终是按需服务平台的优势策略,且能让系统最终达成稳定状态;由按需服务平台提供的两部定价-服务成本共担契约可以有效避免横向串联情况的出现,促使双方实现双赢。

Aiming at the on-demand pricing service market which consists of two on-demand service platforms and two content providers,this paper considers the consumer's corporate social responsibility sensitivity and service level sensitivity.Under the situation that the on-demand service platform adopts the peak price strategy and provides fixed commission contracts to content providers,the present research suggests constructing a double-chain two-stage game model with the on-demand service platform as the leader,so as to study optimal strategies and profits of the service platform and provider in the case of vertical cooperation and horizontal cooperation,and based on this,to further propose a two-part sharing contract of tariff and service cost to coordinate the profit between the two parties.The research finds that,compared with the case where both chains are decentralized,vertical cooperation between on-demand service platforms and content providers can effectively improve corporate social responsibility and service level,while horizontal tandem cooperation between content providers will reduce the profitability of on-demand service platforms and system efficiency.No matter what the situation is,vertical cooperation is always the advantageous strategy of on-demand service platform,and the system can finally reach a stable state.A new contract that combines the two-part tariff contract with service cost-sharing contract provided by the on-demand service platform can effectively avoid the occurrence of horizontal tandem and promote both sides to achieve a win-win situation.