随机需求下考虑不同竞争情形的网约车平台动态定价

doi:10.16381/j.cnki.issn1003-207x.2019.1965

摘要/Abstract

摘要： 针对乘车需求波动下网约车平台间存在乘车需求竞争和乘运供应竞争的最优定价问题，以平台期望收益最大化为目标，运用最优控制论方法，构建不同竞争情形下的网约车平台动态定价模型，并利用哈密尔顿函数及模型推导，求得最优动态竞争价格解以及乘运供应率与需求率的变化轨迹。结果表明：平台最优动态竞争价格随市场需求的波动而动态变化，且最优价格可以有效调控平台供应能力，促使平台供需匹配，优化平台期望收益。此外，乘车需求市场竞争越激烈，平台最优价格越低，而乘运供应市场竞争越激烈，最优价格越高。平台间竞争的加剧将降低平台的期望收益，且平台期望收益随着固定佣金报酬率的提高先增大后减小。

关键词: 网约车平台, 动态定价, 平台竞争, 固定佣金报酬率, 最优控制

Abstract: In recent years, ride-hailing platforms based on the sharing economy have been rapidly popularized and have subverted the traditional taxi market. These platforms often face the mismatch between supply and demand caused by market demand fluctuations and the competition between platforms. In view of the optimal pricing problem with the competitions of demand and supply among ride-hailing platforms under the ride demand fluctuation. Using optimal control theory, the dynamic pricing models considering platform competition with different conditions in which the object is to maximize platform expected profit is constructed. The optimal dynamic competitive price solution is deducted using Hamiltonian function, and the demand rate and supply rate is presented. Through the model analysis and numerical simulation, the optimal dynamic competitive pricing strategy based on time change under different market situations is studied. The influences of supply market competition, demand market competition and fixed commission contract on platform pricing and profit are analyzed. Results show that the optimal dynamic competitive price of the platform changes dynamically with the fluctuation of market demand, and the optimal price can effectively regulate the supply capacity, promote the matching of supply and demand, and optimize the expected revenue of the platform. In addition, the more intense the competition in the ride demand market, the lower the optimal price of the platform, while the more intense the competition in the supply market, the higher the optimal price. The intensified competition between platforms will reduce the platform's expected revenue, and the expected revenue will first increase and then decrease with the increase in the fixed commission rate of return. This study can provide some management insights for ride-hailing platforms' pricing decisions, supply-demand match and competitive strategy.

Key words: ride-hailing platform, dynamic pricing, platform competition, fixed rate of return on commission, optimal control method

中图分类号:

F224

孙中苗, 徐琪. 随机需求下考虑不同竞争情形的网约车平台动态定价[J]. 中国管理科学, 2021, 29(1): 138-148.

SUN Zhong-miao, XU Qi. Dynamic Pricing for Ride-Hailing Platforms with Different Competition Conditions under Stochastic Demand[J]. Chinese Journal of Management Science, 2021, 29(1): 138-148.

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