聚合模式下网约车平台竞争策略研究

Research on competitive strategy of ride-hailing platform under aggregation mode

在消费者对网约车平台关注存在差异以及对聚合模式存在偏好的情况下,建立双寡头价格博弈模型,分析差异化聚合平台的竞争均衡及影响因素。针对平台关注度差异对竞争的影响,引入聚合平台特许经营策略,进一步分析差异化平台竞争策略的适用范围。研究表明:聚合模式喜好者以及平台关注度增加会造成聚合平台恶性竞争,导致双方收益降低。在市场竞争中处于劣势地位的平台主动实施特许经营策略能够优化市场竞争,实现市场帕累托改进。

Considering the difference of consumers’attention to platform and their preferences for aggregation mode,this paper is using a duopoly price game model and analyzes the competitive equilibrium of differentiated aggregation platform and its influencing factors.Aiming at the influence of platform’s attention difference on competition,this paper introduces the franchise strategy of aggregation platform,and further analyzes the applicable scope of differentiated platform competition strategy.The results show that:the increase of the number of aggregation mode enthusiasts and platform attention will lead to vicious competition of aggregation platform,which will reduce the profits of both sides.In the market competition,the platform,which is in a disadvantageous position,can optimize the market competition and realize the Pareto improvement of the market by actively implementing the franchise strategy.