动态竞争下网络货运平台信息策略与定价研究

Research on Information Strategy and Pricing of Network Freight Platform Under Dynamic Competition

为了提高动态竞争市场中网络货运平台竞争优势,文章在考虑双边用户网络外部性的基础上,结合Hotelling和Stackelberg主从博弈模型,建立不同时序下网络货运平台信息策略博弈决策与定价模型,并分别从四种不同用户归属角度探讨信息策略对网络货运平台绩效的影响.比较分析发现:双边单归属或单边多归属条件下,选择对双边用户均提供不完全信息策略对网络货运平台更有利,且无论平台对双边用户提供何种信息策略,后行动平台取得竞争优势.双边多归属条件下,选择仅对货主提供不完全信息策略对网络货运平台更有利,且无论平台对双边用户提供何种信息策略,先行动平台与后行动平台在竞争中取得相等的收益.

In order to improve the competitive advantage of network freight platform in dynamic competitive market,this article,on the basis of considering the bilateral user network externality,combining the Hotelling and Stackelberg master-slave game model,to establish freight network platform under different temporal information strategy game decision-making and pricing model,and from the perspective of four different users ownership respectively to investigate the performance of freight information strategy on network platform.The comparative analysis shows that under the condition of bilateral single ownership or unilateral multiple ownership,the strategy of providing incomplete information to both users is more favorable to the network freight platform,and no matter what information strategy the platform provides to both users,the post-action platform has a competitive advantage.Under the condition of bilateral multiple ownership,it is more favorable for the online freight platform to choose the strategy that only provides incomplete information to the shipper.Moreover,regardless of the information strategy provided by the platform to the bilateral users,the first-mover platform and the second-mover platform will get equal benefits in the competition.