物流信息平台升级换代策略与定价

Upgrading Strategy and Pricing of Logistics Information Platform

平台升级换代已成为物流信息平台提升竞争优势的重要途径.文章在考虑平台质量和交叉网络外部性对物流信息平台用户效用的基础上,建立单品换代和共生换代两种平台升级策略下物流信息平台定价决策的博弈模型,分析了双边定价与单边定价两种定价模式对平台升级换代与平台利润的影响.通过研究发现,共生换代策略优于单品换代策略,不同升级换代策略下双边定价模式均优于单边定价模式,即物流信息平台采用共生换代与双边定价模式为最佳的升级换代策略与定价模式.在两种升级策略下,交叉网络外部性强度的增加会加速双边定价与单边定价模式的利润差距,进而使得物流信息平台转向双向收费的模式.在双边定价模式下,随着物流信息新平台质量的增加和买卖双边交叉网络外部性的增加,平台的最优利润会随之增加.

Platform upgrading has become an important way for the logistics information platform to enhance its competitive advantage.In this paper,considering the platform quality and cross network externalities of logistics information platform users on the basis of utility,the authors establish item single rollover and dual rollover two platform upgrade strategy of logistics information platform pricing decision game model,analyze the bilateral pricing and unilateral pricing two pricing models of platform upgrading and platform profit impact.Through the research,it is found that the dual rollover strategy is better than the single rollover strategy,and the bilateral pricing model is better than the unilateral pricing mode under different upgrading strategies,that is,the logistics information platform adopts the dual rollover strategy and bilateral pricing mode as the best upgrading strategy and pricing mode.Under both upgrading strategies,the increased cross-network externality accelerates the profit gap between the bilateral and unilateral pricing models.Ultimately,this will cause logistics information platforms to move to a bilateral pricing model.In the bilateral pricing mode,with the increase of the quality of the new logistics information platform and the increase of the externality of the bilateral crossover network,the optimal profit of the platform will increase accordingly.