综合考虑竞争程度与拥挤效应的港口定价策略研究

Research on Port Pricing Strategy Considering Competition Degree and Congestion Effect

为分析港口拥挤对定价决策所带来的影响,将港口竞争程度与港口选择人数作为拥挤效应影响因素,并在模型建立中综合考虑拥挤成本,使其更具有现实参考意义。以差别定价策略为背景,通过Nash博弈求解Hotelling模型,同时分析港口竞争程度对港口定价、市场腹地与利润的影响,最后通过算例验证这些结果。研究可知,港口竞争程度越高,基础服务能力越强,港口价格和市场份额越高。但由于此时港口选择人数同步提高,拥挤效应相应增长,导致利润总体下降。因此,港口企业在进行定价决策时还需要考虑更为现实的港口拥挤情况,缓解拥挤效应对其发展极为重要。

In order to analyze the impact of port congestion on pricing decisions,the port competition degree and the port selection are regarded as the influencing factors of congestion effect.The congestion cost is considered comprehensively in the model to make it more practically referenced.Based on the discrimination pricing strategy,the Hotelling model in the game theory is adopted with Nash to analyze the impact of port competition degree on pricing,market hinterland and profit.Finally,the results are verified by examples.The obtained benefits show that when the degree of port competition increases,the basic service capacity increases,which makes the port price and market hinterland increase.However,due to the growth in the number of people selecting the port,the congestion effect increases,and then resulting in an overall decline in profits.Therefore,port enterprises need to consider more realistic port congestion when making pricing decisions.And how to alleviate the congestion effect is extremely important for its development.