考虑出行者低碳偏好的网约车平台定价策略

Pricing Strategies of Ride-Hailing Platforms Considering Travelers’ Low-Carbon Preferences

本文构建了快车服务与网约拼车服务共存的网约车平台服务模型,采用最优化理论和函数极值等方法,求解了该模型在考虑出行者低碳偏好和平台补贴与不考虑出行者低碳偏好和平台补贴情况下的网约车平台最优定价和最优期望利润,并利用MATLAB进行数值模拟,分析了平台服务质量、拼车人数和出行者低碳偏好及平台补贴对网约车平台价格和期望利润的影响。研究结果表明:网约车平台期望利润和价格与服务质量呈正相关,但当服务质量增加到某一阈值时平台期望利润增加的幅度趋于平缓;拼车人数与出行价格呈正相关,但在不考虑出行者低碳偏好时网约车平台的期望利润随拼车人数的增加先降低后缓慢提高;出行者的低碳偏好和平台补贴与平台期望利润和价格呈正相关。

An online taxi platform service model with the coexistence of express car service and online carpooling service was constructed. And in two conditions of considering and not considering travelers’ low-carbon preference and platform subsidy, the optimal pricing and optimal expected profit of the online taxi platform were solved by using optimization theory and function extreme value. The effects of platform service quality, the number of carpoolers, travelers’ low-carbon preference and platform subsidy on the price and expected profit of the online taxi platform was analyzed by using MATLAB numerical simulation. The results show that the expected profit and price of the online carpooling platform are positively correlated with the quality of service, but the expected profit of the platform tends to level off when the quality of service increases to a certain threshold;the number of carpoolers is positively correlated with the price of travel, but the expected profit of the online carpooling platform decreases with the increase of the number of carpoolers and then increases slowly when the low-carbon preference of travelers is not taken into account;the low-carbon preference of travelers and the platform subsidy are positively correlated with the expected profit and price of the platform.