服务质量、需求强度与共享出行平台定价——基于平台封闭与开放策略的视角

Service Quality,Demand Intensity and Pricing of Ridesharing Platform——From the Perspective of Platform Closure and Development Strategy

共享出行平台逐步由增加用户流量的扩张期进入提升出行多元化体验的稳定期,通过采取开放策略,平台在原有共享车基础上引入出租车来提供差异化服务。本文基于双边市场理论,构建共享出行平台定价策略模型,并利用计算实验方法,在Repast中模拟共享出行平台多智能体运行场景。研究发现:(1)无论平台选择封闭策略还是开放策略,平台对共享车收取的交易费应随着乘客出行需求强度增大而升高,且应随着共享车服务质量的增大而降低;平台对乘客收取的交易费应随着共享车服务质量增大而升高,且应随着乘客的出行强度的增大而降低。(2)平台开放程度越高,平台对共享车收取的交易费越低,对乘客收取的交易费越高。(3)为了利润最大化,平台应选择开放策略,并需注重提高共享车的服务质量。本文为共享出行平台优化运营策略提供了理论指导。

In recent years,with the increasingly serious problem of taxi difficulty and the rapid development of Internet technology,a new travel mode based on mobile internet,integrating passengers and ridesharing platform has emerged.The user groups that theridesharing platform faces when adopting a closed strategy are passengers and shared car drivers.However,the user groups that are faced with the open strategy are passengers,shared car drivers and taxi drivers.The ridesharing platform in different groups of user groups,platform pricing issues are also different.Based on thetwo-sided market theory,apricing strategy model of ridesharing platform is constructed,and the multi-agent running scenario of ridesharing platform in Repast is simulated.The results show that:Whether the platform chooses closed strategy or open strategy,the transaction fee charged by the platform for shared vehicles should increase with the increase of passenger travel demand intensity and decrease with the increase of service quality of shared vehicles;the transaction fee charged by the platform for passengers should increase with the increase of service quality of shared vehicles,and should decrease with the increase of passenger travel intensity.The more open the platform is,the lower the transaction fee charged by the platform for shared vehicles and the higher the transaction fee charged to passengers.In order to maximize profits,the platform should choose an open strategy,and pay attention to improving the service quality of shared cars.A theoretical guidance for optimizing operation strategy of ridesharing platform is provided in this paper.