考虑用户多归属的共享制造云平台定价及补贴策略研究

Pricing and subsidy strategies of shared manufacturing cloud platform with duopoly competition considering user's multi-homing

针对由两个共享制造云平台及其用户构成的共享制造云平台供应链,构建了基于Hotelling模型的共享制造云平台供应链定价模型,根据双边用户多归属行为探讨了4种场景下的共享制造云平台均衡策略,并分析了供需用户结构对均衡策略的影响。研究发现:①单边用户部分多归属场景下,多归属用户规模与需方占比正相关,而双边用户部分多归属场景下,供方用户多归属规模与需方占比正相关,但需方用户多归属规模与之负相关;②需方用户单边部分多归属场景中共享制造云平台利润与需方占比无关,而其他场景中共享制造云平台利润与需方占比正相关;③4种场景均存在可行均衡解,且当供需用户规模相等时,双边用户部分多归属场景中共享制造云平台获利最大;④在一定条件下,单边用户补贴能部分改善共享制造云平台效益。

Considering a Sharing Manufacturing Cloud Platform(SMCP)supply chain composed of two SMCPs and its users,the pricing model based on Hotelling model was established,the equilibrium strategies under four scenarios regarding to the different homing behavior of bilateral users were analyzed,and the impact of user composition on the equilibriums was explored.The analytic results suggested that the scale of user multi-homing was positively correlated with the proportion of demander when unilateral users were partial multi-homing.When bilateral users were partial multi-homing,the scale of supplier multi-homing was positively correlated with the proportion of demander,while the scale of demander multi-homing was negative with it.The profit of SMCP had nothing to do with the proportion of demander in partial multi-homing of demander unilateral,while the profit of SMCP was positively correlated with the proportion of demander in other scenarios.In addition,there were feasible equilibria for the four scenarios,and the shared manufacturing cloud platform would benefit the most in the partial multi-homing scenario of bilateral users when the supply and demand user scales were equal.Unilateral user subsidy could partially improve the performance of SMCP under certain conditions.