集装箱拼箱平台差别定价策略分析

在航运互联网企业蓬勃发展的大浪潮下,本文以集装箱拼箱平台为研究对象,探索差别定价以实现平台差异化竞争的可行性。本文利用双边市场理论,在寡头垄断、双边用户均单接入的市场环境下,以收取注册费为例建立经济学模型,讨论对单边用户实行两级的差别定价对平台收入和市场份额的影响。研究发现若寡头垄断竞争环境下的双边平台实行差别定价策略,将以牺牲平台收入为代价获得更大的市场份额,具体平台收入和市场份额大小与不同类型的用户比例和差别定价的折扣率有关,结合实际可得出一定管理启示。

With the rapid development of Internet, shipping industry is accelerating its pace to fulfill the 'Internet plus shipping' wave. This paper studies the application of price differentiation strategy in less than container load(LCL) platform in order to improve the competitiveness of platform enterprise. With the aim at maximizing the platform's revenue, we build a pricing model to calculate the optimized price and revenue when there is a discount for one agent of the platform, and contrast them in different scenarios. We demonstrate that price differentiation strategy in the oligarchic two-sided market where both agents are single-homing would attract more agents at the expense of the loss of revenue, two key factors in the model are the proportion of different types of agents and the discount rate, which can provide some management inspiration combined with the actual operation.