共享经济下车货匹配平台定价策略

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

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。

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.