基于社会网络结构特征的网约车平台竞争策略研究

Platform Competition Strategy Based on Social Network Structure Characteristics of Online Ride-hailing Market

为研究网约车平台如何在竞争激烈的行业中选择有效的竞争策略来实现公平的市场竞争,本文从社会网络分析法与计量经济学的双重视角出发研究网约车平台之间的竞争关系。首先构建全国网约车市场竞争网络,选取度中心性、结构洞、核心边缘结构等指标分析其网络拓扑结构,并以112个网约车平台的实际收益数据为例,将网络拓扑属性带入计量经济模型,实证分析了网约车竞争网络指标与平台收益之间的关系。结果显示:目前我国网约车平台竞争网络是一个非均衡性网络,核心平台拥有着密集的网络关系,大多数平台在网络中分布较为分散,少部分平台游离在市场边缘;且平台在网络中的拓扑位置与平台收益息息相关,核心程度对收益影响最显著。最后提出运用前沿技术、建立横向与混合联盟、提供差异化服务的平台竞争策略。

To study how the online ride-hailing platform selects effective strategies in the highly competitive industry to realize fair market competition,the paper investigations the competitive relationship between online ride-hailing platforms from the dual perspective of the social and econometric networks.Firstly,the competition network of the national online ride-hailing market is constructed,and the network topology is analyzed by selecting indicators such as degree centrality,structural hole,and core edge structure.Then take the practical revenue data of 112 online ridehailing platforms as an example,this paper integrates the network topology attribute into the econometric model and empirically analyzes the relationship between the network index of online ride-hailing competition and platform revenue.The results show that the competitive network of ride-hailing platforms in China is not balanced at present.The core platforms have dense network relations,where most of the platforms are dispersed in the network,and a few of them are on the edge of the market.And the platform’s topological position in the network is closely related to the platform’s revenue and the core-edge structure has the most significant effect on revenue.Finally,the strategies of using cutting-edge technology,establishing horizontal and hybrid alliances,and providing differentiated services are proposed to improve the market competition.