考虑交叉网络外部效应的多边配送平台增值服务投资与定价策略

针对考虑交叉网络外部效应的多边配送平台,本文讨论了该类平台增值服务投资与定价策略.首先构建了以平台利润最大化为目标的优化模型,然后求解得到最优增值服务投资和定价策略,最后通过数值分析探究了增值服务投资系数、边际增值服务投资成本、基础投资和交叉网络外部效应对最优定价策略、最优增值服务投资策略和平台最优利润的影响.研究表明:1)若增值服务投资系数较大,则平台应加大增值服务投资,同时提高交易费、广告费和配送费;2)若平台的基础投资较大,则平台应减少增值服务投资;3)若消费者对配送人员的网络外部性强度增加,则平台应提高广告费,加大增值服务投资,同时降低交易费和配送费,甚至对消费者进行补贴;4)若消费者对广告商的网络外部性强度增加,则平台应提高广告费和配送费,降低交易费,同时加大增值服务投资;5)若广告商对消费者的网络外部性强度增加,则平台应大幅度提高广告费和交易费,减少配送费,同时降低增值服务投资.该研究成果为多边配送平台的运营决策提供重要参考.

Value-added service investing and pricing strategies of multilateral distribution platform with consideration of cross-network externalities

For a multilateral distribution platform with consideration of cross-network externalities, this paper investigated the optimal value-added service (VAS) investing and pricing strategies. Firstly, an optimization model that maximizes the platform profit was formulated. Subsequently, the optimal VAS investing and pricing strategies were obtained by solving the optimization model. Finally, numerical analyses were conducted to investigate the influence of relevant parameters (VAS investment coefficient, marginal VAS investment cost, fundamental investment and cross-network external strengths) on the optimal strategies and the maximum platform profit. Main results of the numerical analyses are as follows:1) if the consumer utility brought by unit VAS investment increases, the platform should increase VAS investment, transaction fee, advertising fee and delivery fee, simultaneously; 2) if the platform's fundamental investment increases, VAS investment should be reduced; 3) if the delivery staff's utility brought by unit consumer's participation increases, the platform should increase advertising fee and VAS investment, and reduce the transaction fee and delivery fee, and even subsidize the consumer; 4) if the advertiser's utility brought by unit consumer's participation increases, the platform should increase VAS investment, advertising fee and delivery fee, and reduce transaction fee; 5) if the consumer's negative utility brought by unit advertiser's participation increases, the platform should greatly increase the advertising fee and the transaction fee, and reduce the delivery fee and VAS investment. The results of this paper provide important policy suggestions for the operations of multilateral distribution platforms.