考虑信息收益的手机召车软件市场渗透率研究

为了确定手机召车软件的最优市场渗透率,本文以柯布-道格拉斯函数为出租车实载里程表达形式,通过引入手机召车软件使用效率参数,分别构建使用与不使用手机召车软件群体的社会福利函数,进而探讨了在社会福利最大化时巡游模式与派遣模式实载里程与空驶里程的关系.在此基础上,以两类群体的社会福利差值反映手机召车软件的信息收益,构建了考虑信息收益的手机召车软件市场渗透率模型,最后求解了最优渗透率,算例表明:在总需求固定时,将市场渗透率控制在0.401到0.455可获得最大信息收益;当达到最优市场渗透率,信息收益随实载里程增加而递增,边际收益递减.研究旨在为制定手机召车软件的引导与控制方案提供决策支撑.

Determination of taxi-hailing applications market penetration with consideration of information benefit

The optimal market penetration under maximum information benefit was discussed in this paper. A taxi demand function with Cobe-Douglas form was constructed to describe the social welfare of the different groups who apply taxi-hailling applications or not with the taxi-hailling applications efficiency parameter. Then the relationship between the vacancy mileage and the loading mileage was analyzed when the maximal social welfare was attained. On that basis, the information benefit could be defined by different value of social welfare of two groups. Finally, a market penetration model was constructed with consideration of information benefit, and the optimal market penetration was determined. Taking a network in Chengdu as an example, the result showed that the optimal market penetration was obtained from 40.1% to 45.5% under the maximal information benefit, and marginal revenue of taxi-hailing applications decreased with the growth of loading mileage. This paper could provide the basis for decision-making and references for relevant departments to improve or control the taxi-hailing applications in urban taxi operation networks.