即时货运服务共享平台的价格策略选择研究

doi:10.16381/j.cnki.issn1003-207x.2020.1798

Abstract

Abstract:

In recent years， we have witnessed the tremendous growth of sharing economy. One of the most compelling examples of this economy is the on-demand freight services， such as HuoLaLa， GoGoVan， and Uber Freight， etc. Because providers can decide whether to join these platforms and offer services for customers， an appropriate pricing strategy is required to assure the number of providers to satisfy demands and thereby maximize profits. In real life， there are two common-seen pricing strategies adopted by on-demand freight service platforms： membership-based policy and transaction-based policy. This study aims to examine which pricing strategy should these platforms employ. To this end， an on-demand freight service platform whose objective is to maximize profit by determining customer prices is considered and two stylized models in the presence of network effect are built， which is the typical characteristic of on-demand freight service economy. the optimal prices， profits， consumer surplus， and labor welfare of the membership-based policy and transaction-based policy are characterized and compared. The main results suggest that （i） the optimal price of the membership-based policy is lower than that of the transaction-based policy. However， the optimal profit of the membership-based policy is higher than that of the transaction-based policy；（ii） compared with the transaction-based policy， customers become better-off but providers become worse-off if the platform adopts the membership-based policy. The results offer valuable implications for relevant practices. Specifically， through our analysis， on-demand freight service platforms should adopt different pricing strategies under different stages of development. For those platforms at the initial stage， they should adopt the transaction-based policy to improve labor welfare and thereby appeal to more providers to join the platforms， although the membership-based policy can help earn more profits. For those platforms at the developed stage， however， they should adopt the membership-based policy. This not only can help improve consumer surplus and thereby attract more customers but also increase the profits.

Key words: sharing economy, on-demand freight service platforms, pricing strategy, network effect

CLC Number:

F272

Yong-wu ZHOU,Xin-xin GUAN,Bin CAO,Xiao-gang LIN,Qiang LIN. Pricing Strategy Selection for On-demand Freight Service Platforms[J]. Chinese Journal of Management Science, 2023, 31(8): 111-121.

Figures/Tables 4

符号	定义	符号	定义
$K ˉ$	平台上潜在的用户B人数	$r M (r T)$	会员(交易)制下用户A对单位服务的价值评估
$λ ˉ$	平台上潜在的用户A人数	$λ M (λ T)$	会员(交易)制下平台实际的用户A人数
$d$	固定时期内用户A的期望被服务距离	$β 1 (β 2)$	会员制下(非)会员的选择概率
$μ$	固定时期用户B提供的期望服务距离	$U v M (U v T)$	会员(交易)制下固定时期用户A净效用
$a$	非会员被抽成后的剩余比例	$Q M (Q T)$	会员(交易)制下平台实际需求量
$v$	用户A对单位服务的价值评估	$Π M (Π T)$	会员(交易)制下平台利润
$α$	平台分配给会员的需求比例	$L W M (L W T)$	会员(交易)制下员工福利
$β$	交易制下用户B的选择概率	$p M (p T)$	会员(交易)制下服务价格
$w$	服务工资	$S M (S T)$	会员(交易)制下平台实际供应量
$F$	固定时期内的会员费	$C S M (C S T)$	会员(交易)制下消费者剩余
$U p$	交易制下用户B的净效用	$U m (U n)$	会员制下固定时期内(非)会员的净效用
$S ?$	交易制下的实际用户B人数	$S ? 1 (S ? 2)$	(未)交会员费的实际用户B人数
$c 1 (c 2)$	供应(需求)量对用户A效用的影响系数	$s M (s T)$	会员(交易)制下用户A的选择概率

$p M * - p T *$	$Π M * - Π T *$	$Q M * - Q T *$	$S M * - S T *$	$C S M * - C S T *$	$L W M * - L W T *$
$4 η 2 (1 + c 2) - (1 + η 2) θ 2 θ 2 η 2$	$4 η 2 - θ 2 8 θ 2 η 2$	$4 η 2 - θ 2 4 θ 2 η 2$	$2 c 1 η 2 - θ 2 4 θ 2 η 2$	$16 η 22 - θ 22 16 θ 22 η 22$	$8 c 12 η 22 - θ 22 16 θ 22 η 22$
$< 0$	$> 0$	$> 0$	$< 0$	$> 0$	$< 0$

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Pricing Strategy Selection for On-demand Freight Service Platforms

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