竞争环境下货运共享平台定价策略研究

Pricing strategy of freight sharing platform in the presence of competition

在货运共享平台竞争环境中,定价策略是影响其发展的关键问题之一。研究平台竞争性以及平台是否对货主进行价格折扣策略,考虑平台的服务质量差异化、网络外部性、用户的价格敏感性等影响因素,运用双边市场理论和Hotelling模型,构建和分析货运共享平台的定价模型。研究表明:平台的定价随着平台服务质量差异化的增大而增加;网络外部性和价格敏感性分别对平台的定价有负向影响;此外,平台为货主提供价格折扣补贴时,货车司机一方的收益会有所增加。

The pricing strategy of freight sharing platform in a competitive environment is one of the key issues affecting its development.Considering the competitiveness of the platform and whether the platform provided the price discount for cargo owners,the influencing factors such as the service quality differentiation among platforms,network externality and price sensitivity of users were analyzed.Then the two-sided market theory and the Hotelling model were used to construct and analyze the pricing model of freight sharing platform.It is found that the platform pricing increases with the increase of the service quality differentiation between platforms.Network externalities and price sensitivity negatively affect the platforms’pricing for users.Further research shows that when the platform provides price discount to cargo owners,the revenue of freight suppliers(i.e.,truck drivers)will increase.