考虑匹配率的物流O2O平台定价研究

Research on Logistics O2O Platform Pricing Considering Matching Rate

为了提高物流O2O平台的市场绩效,考虑了发货商和承运商的匹配率,构建基于Hotelling的垄断和寡头竞争性物流O2O平台定价模型,并分别从三种不同用户归属角度讨论了平台最优定价问题。研究表明,在垄断型物流O2O平台中,平台利润与间接网络外部性呈正相关,与直接网络外部性呈负相关。对于竞争性物流O2O平台,双边单归属情形下,平台对双边用户的定价与间接网络外部性呈负相关,与直接网络外部性呈正相关。当直接网络外部性较高,间接交叉网络外部性较低时,物流O2O平台通过对双边用户收取较高的注册费来获取更高的利润。无论双边单归属还是单边多归属情形,平台利润与间接网络外部性呈负相关,与直接网络外部性呈正相关。两个竞争平台为了保证自身的市场份额,对双边用户收取相同水平的注册费。

In order to improve the market performance of the logistics O2O platform,the matching rate between shippers and carriers was considered,and the pricing model of the monopolistic and oligopolistic competitive logistics O2O platform was constructed based on Hotelling.The optimal pricing of the platform was discussed from the perspectives of three different user ownerships.The research shows that in the monopolistic logistics O2O platform,the platform profit is positively correlated with the indirect network externality,while negatively correlated with the direct network externality.For competitive logistics O2O platforms,in the case of bilateral single ownership,the pricing of the platform to bilateral users is negatively correlated with the indirect network externalities,while positively correlated with the direct network externalities.When the direct network externalities are high and the indirect cross network externalities are low,the logistics O2O platform charges bilateral users higher registration fees to obtain higher profits.In the case of bilateral single attribution or unilateral multiple attribution,platform profit is negatively correlated with indirect network externalities and positively correlated with direct network externalities.In order to guarantee their own market share,the two competing platforms charge the same level of registration fee to bilateral users.