众包物流平台最优定价策略研究

Research on Optimal Pricing Strategy of Crowdsourcing Logistics Platform in Competitive Environment

众包物流作为新型的第三方服务,在我国发展迅猛。本文基于双边市场理论,探讨竞争环境下用户归属结构变化时的最优定价策略,进一步分析用户的自网络外部性、交叉网络外部性以及平台匹配技术等对平台定价策略的影响。研究表明:平台的利润与平台的差异化程度正相关,网络外部性的存在降低了平台利润;双边用户单归属时平台对配送者定价水平更低,配送者选择部分多归属时平台对需求者的定价水平更高。

Crowdsourcing logistics,as a new type of third-party service,has developed rapidly in China.Based on the bilateral market theory,this paper explores the optimal pricing strategy when the user's attribution structure changes in the competitive environment,and further analyzes the impact of the user's self-network externality,cross-network externality and platform matching technology on the platform pricing strategy.The research shows that the profit of the platform is positively related to the degree of differentiation of the platform.The existence of network externality reduces the profit of the platform.When the bilateral user is single-homed,the platform is lower in pricing for the distributor.When the distributor chooses part of the multi-homing platform,the platform is for the demander.The price is higher.