考虑退货运费险的竞争型电商平台定价策略研究

Research on Pricing Strategy of Competitive E-commerce Platforms Considering Return Freight Insurance

近年来,越来越多电商平台与保险公司合作开展退货运费险服务以解决退货运费纠纷。本文基于双边市场理论,构建双寡头竞争型平台博弈决策的Hotelling模型,研究退货运费险下电商平台的定价策略。结果表明:(1)当平台差异性较大时,买方支付保费(CC情形),两平台收取的卖方注册费相同。(2)卖方支付保费(SS情形),平均退货概率较低的平台收取更高的注册费。(3)不同支付方支付保费(SC情形),由买方支付保费的平台收取更高的注册费。(4)当平台处于完全竞争且退货概率相等时,SS情形和CC情形下保险公司收取的保费最高。本文研究结论为双边市场下电商平台的运营决策提供了参考和借鉴。

In recent years,more and more E-commerce platforms have cooperated with insurance companies to carry out return freight insurance services to solve return freight disputes,which are divided into buyer's version and retailer's version.For different types of return freight insurance,insurance companies charge different premiums,which will directly affect the pricing strategy of E-commerce platform.Based on two-sided market theory,the impact of different return freight insurance schemes on the pricing strategy of the competitive E-commerce platform is studied.The research questions are:(1)What is the impact of different return freight insurance schemes(SS,CC and SC cases)on the equilibrium pricing,market share and revenue of the Ecommerce platform?(2)Which return freight insurance scheme does the E-commerce platform should adopt to obtain a higher income?The Hotelling model is utilized to describe the utilities of sellers and buyers,as well as the insurance company and platform during the transactions.The optimal premium of return freight insurance of insurance company and optimal registration fee of platform are given under different return freight insurance schemes.Comparing the operational policies and profits of each member,the results are:(1)When the two platforms have great differences,the registration costs that sellers should pay for two platforms are consistent under the case of CC,the platform with lower average return probability charge higher registration fee under the case of SS,and platform charges higher registration fee when buyer pays the premium under the case of SC.(2)When the two platforms exist complete competition and have the same return probabilities,the balanced quantity proportions of sellers or buyers in the competitive platforms are consistent under SS case and CC case,and the premium charged by insurance company is higher under SS case and CC case.