农村物流末端配送双边平台最优定价策略

Optimal Pricing Strategies on Bilateral Platforms for Rural Terminal Logistics Distribution

针对农村物流双边平台具有网络外部性特征,构建会员价和交易价混合的两部制平台定价模型,运用数理分析方法求解出在消费者订单数量相同、消费者与平台耐心不同两种条件下的最优价格策略。研究表明,在消费者订单数量相同的两部制价格策略中,消费者可以在固定会员价和单位交易价中实现任意组合,只要固定会员费和单位交易费存在一定数量关系时,平台最优利润不受影响;平台可以依据会员价与交易价结算时间节点不同,采取灵活多样价格策略,包括“先收后返”或“先补贴后抵用”的价格策略,可有效实现客户订单稳定;当消费者与平台在资金使用机会成本(耐心)不同时,平台可以依据不同耐心程度给出不同价格策略实现平台利润最大化目标。

This paper proposes a two-part platform pricing model with a mix of membership and transaction prices considering that bilateral platforms of rural logistics have the characteristics of network externality.Mathematical analysis methods are applied to obtain the optimal price strategy under two conditions:the same number of consumer orders and different patience between consumers and platforms.Results show that in a two-part pricing strategy with the same number of orders,consumers can achieve a combination between fixed membership prices and unit transaction prices,as long as there is a certain quantity relationship between the two prices,the optimal profit of the platform is not affected;platforms can adopt flexible and diverse pricing strategies based on different settlement time nodes of membership and transaction prices,including“collect first,return later”or“subsidize first,offset later”pricing strategies,to effectively achieve consumer order stability;when the opportunity cost of capital for consumers and the platform is different,the platform can provide different price strategies to achieve profit maximation based on different degrees of patience.