考虑口碑效应和用户满意度的货运平台动态定价研究

Dynamic Pricing of Freight Platform Considering Word-of-Mouth Effect and User Satisfaction

考虑货运平台单边和双边收费两种情形,分别构建双寡头两期动态定价模型,分析口碑效应和用户满意度对不同收费策略下货运平台动态博弈的影响。研究发现:不论采取何种收费策略,随着平台间的口碑效应差值增大,口碑效应高的平台定价均提高,两个平台的定价随着用户满意度的增加而提高;在用户满意度确定时,随口碑效应差值增大,双边收费下平台口碑效应高的定价增幅较小;当口碑效应差值大于零时,不论采取何种收费策略,口碑效应高的平台用户数量随着用户满意度的增加均会降低,与单边收费相比较,双边收费策略下货主数量降幅较大。

Considering both unilateral charging strategy and bilateral charging strategy of freight platforms,we construct two-period dynamic pricing models of the duopoly platforms.And we analyze the influence of word-of-mouth effect and user satisfaction on the dynamic game of two freight platforms under different charging strategies.The research shows that no matter which charging strategy is adopted,the pricing of higher word-of-mouth platform will increase with the increase of the word-of-mouth difference between two platforms,the pricing of the two platforms will increase with the increase of user satisfaction;when the user satisfaction is determined,as the word-of-mouth difference increases,the pricing of higher word-of-mouth platform under the bilateral charging strategy increases less than that under the unilateral charging strategy.In addition,in the second period,when the word-of-mouth difference is greater than zero,the number of users of platform with higher word-of-mouth decreases with the increase of user satisfaction under two charging strategies;however,the number of cargo owners under the bilateral charging strategy decrease more than that under the unilateral charging strategy.