基于用户体验视角的共享单车定价策略实证研究

An Empirical Research of Pricing Strategy for a Bicycle Sharing Platform Based on the Perspective of Consumers'Experience

作为“互联网+”和共享经济的新生事物,共享单车极大地方便了人们的生活,其定价策略直接影响消费者的选择,对其定价策略的研究具有很强的实际意义。在构建由自然因素(天气、温度、湿度、风速、季节)和社会因素(上下班高峰、工作日与否)组成的评价指标体系的基础上,采用Python定量研究各因素对共享单车使用人数的影响,结合价格弹性、期望效用、规模经济、经济效率、道德风险等理论,制定共享单车定价策略。

As a new product of“Internet+”and sharing economy,sharing bicycles have been greatly facilitating people's life,whose pricing strategy directly affects consumers'choice,and the study of pricing strategy of sharing bicycles is of great practical significance.Therefore,this paper divides the evaluation index system of sharing bicycle into two categories:natural factors(weather,temperature,humidity,wind speed&season)and social factors(commuting peak&working day or not).Python is used to quantitatively study the impact of each factor on the number of shared bicycle users.On this basis,combined with price elasticity,expected utility,scale economy,economic efficiency,moral hazard etc.,specific pricing strategy for sharing bicycle platform is decided.