O2O外卖众包即时配送平台的激励机制适用性

The Applicability of Incentive Mechanism of O2O Takeaway Crowdsourcing Real-time Distribution Platform

针对现阶段众包即时配送平台无法满足客户对配送时间具有不同紧迫性要求的问题,考虑外卖订单的实时性特征,引入客户异质化响应的激励函数,分别建立固定额度、线性、发红包、打赏四种激励机制下的O2O外卖众包即时配送调度模型,并根据激励机制原理设计了四种调度策略。通过大量模拟仿真实验验证模型的合理性,并通过滚动时域时长与订单饱和度等参数的敏感性分析,对比研究不同激励机制的适用场景。发现在客户需求密集时,线性激励机制的激励效果、适用性最好,同时适当增加配送员数量、背单量,选择适当的滚动时域时长,能有效提高客户满意度,同时保证配送员收益。研究成果可为激励机制的选择提供决策支持。

Aiming at the problem that the crowdsourcing real-time distribution platform cannot meet customers’ different urgent requirements for distribution time at this stage, considering the real-time characteristics of takeout orders, the incentive function of customers’ heterogeneous response is introduced, and O2O takeaway crowdsourcing real-time distribution scheduling models under four incentive mechanisms: fixed quota, linear, red envelope and reward are established respectively. According to the principle of incentive mechanism, four scheduling strategies are designed. The rationality of the model is verified by a large number of simulation experiments, and the applicable scenarios of different incentive mechanisms are compared through the sensitivity analysis of rolling time domain duration and order saturation. It is found that when the customer demand is intensive, the incentive effect and applicability of the linear incentive mechanism are the best. At the same time, appropriately increasing the number of distributors and carrying orders, and selecting the appropriate rolling time domain length can effectively improve the customer satisfaction and ensure the income of distributors. The research results can provide decision support for the choice of incentive mechanism.