Abstract:

In order to realize the rapid increase of transportation capacity， crowdsourcing logistics distribution mode is gradually adopted by O2O platforms in recent years. Meanwhile， the adoption of big data technology， such as real-time tracking of packages and receivers based on GPS and disclosure of identity information of receivers， is conducive to the improvement of crowdsourcing logistics service quality， such as optimizing distribution path and realizing more accurate and rapid matching between the service platform and receivers. Therefore， how to achieve long-term profits in the competitive environment is an urgent problem to be solved for crowdsourcing logistics enterprises.A quality competition differential game model of the platform and its receiver is constructed. The two parties’ optimal quality control level， profits and the optimal service quality track under three cases are solved by using the optimal control method. The impact of big data technology on the decision-making of both sides is also discussed. The results suggest that： the higher the service price， the higher the quality control level and big data technology level of the service platform， the receiver’s quality control level is motivated by higher commission rate and service price. The higher price competition coefficient is， the higher the profits of the service platform and the receiver are. With the increase of the competitive enterprise’s service price， the two parties’ profits are improved when the price competition coefficient exceeds a certain value. When the initial service quality and service quality sensitivity coefficient are lower than a certain value， the higher service quality sensitivity coefficient， the lower the two parties’ profits. When the initial logistics service quality is higher than a certain value， the higher service quality sensitivity coefficient， the higher the two parties’ profit. The competitive platform’s quality control level is not affected by the service platform’s big data technology strategy， however， its own quality control level is improved. Choosing to improve the level of big data technology is more beneficial to the increase of profits of the platform and its receiver. No matter whether the platform improves the big data technology level or not， the receiver’s quality control level remains unchanged. The conclusions are employed to provide targeted suggestions on improving the quality control level and profits of both sides， the big data technology selection strategy of service platforms and controlling the crowdsourcing logistics service quality.

Key words: crowdsourcing logistics, big data technology, service quality, differential game