需求波动下考虑乘运供应能力的网约车平台动态定价

Dynamic pricing for ride-hailing platform with demand fluctuation and supply capacity

"共享经济"理念下的网约车平台需求具有随机发生和波动变化的特点.针对乘车需求波动导致不同供需状态下的网约车平台定价问题,运用最优控制方法,以平台期望收益最大化为目标,构建乘运供应能力下的平台动态定价模型,并基于庞特里亚金极大值原理及模型推导,求得最优动态价格解以及平台乘运供应率和需求率的变化轨迹.研究表明:网约车平台的最优价格动态影响乘运供应,且随着市场乘车需求的波动而动态变化;尤其是乘车高峰需求时,最优动态价格将显著减少乘车需求订单的延误.最后,通过数值仿真验证模型结论并进一步探讨平台服务质量和市场乘车需求变化系数对最优价格和期望收益的影响.

The demand for the ride-hailing platform under the concept of "sharing economy"has the characteristics of random occurrence and fluctuation. For pricing problems of the ride-hailing platform with different conditions of supply and demand caused by the demand fluctuation, using the optimal control theory, the platform dynamic pricing model under the supply capacity in which the object is to maximize platform expected profit is constructed. The optimal dynamic price solution is deducted using the Pontryagin maximum principle, and the demand rate and supply rate are presented.Results show that the optimal price of the ride-hailing platform dynamically adjusts the ride supply and varied with the ride demand fluctuations. Especially, the delay of demand orders will be reduced significantly through the optimal dynamic price in peak demand. Finally, numerical experiments are conducted to verify the model and to further explore the influence of service quality of platform and variation coefficient of market demand on optimal price and expected revenue.