考虑增值服务的网络货运平台定价策略

Pricing strategy of network freight platform considering value-added services

针对网络货运平台用户粘性较低及交易风险较高的问题,以网络货运平台双边用户为研究对象,基于双边市场理论,在完全信息水平下构建霍特林模型,考虑交叉网络外部性、增值服务效用系数、增值服务投资成本系数等影响因素,在托运商单归属网络货运平台基础上,分别研究承运商单归属和多归属2种归属条件下网络货运平台对单边用户提供增值服务的定价策略。结果表明:当承运商单归属网络货运平台且增值服务投资成本系数在一定阈值内时,网络货运平台对承运商提供增值服务获得最优利润;反之,网络货运平台对托运商提供增值服务;当承运商多归属网络货运平台且增值服务投资成本系数在一定阈值内时,网络货运平台对托运商提供增值服务获得最优利润。

Aiming at the problems of low user stickiness and high transaction risk of network freight platform,taking bilateral users of network freight platform as the research object,based on the bilateral market theory,a Hotelling model is constructed at the complete information level,considering factors such as cross-network externalities,value-added service utility coefficients,and value-added service investment cost coefficients.Based on the attribution of consignment orders to network freight platform,the pricing strategies of network freight platform for providing value-added services to unilateral users under two attribution conditions of carrier order attribution and multi-attribution are studied respectively.The results show that when the carrier order belongs to the network freight platform and the value-added service investment cost coefficient is within a certain threshold,the network freight platform provides value-added services to the carrier to obtain the optimal profit;conversely,the network freight platform provides value-added services to the shipper;when more carriers belong to the network freight platform and the value-added service investment cost coefficient is within a certain threshold,the network freight platform provides value-added services to the shipper to obtain the optimal profit.