网约车平台两阶段定价研究

平台在不同的发展阶段所面临的效应并不相同,必须采取针对性的定价策略。现有文献对两阶段定价策略和临界情况的研究比较有限。本研究依据网约车平台发展周期,研究了“扩张+盈利”两阶段的模式背后的定价机理。研究表明：扩张阶段只存在交叉网络外部性的情况下,网约车平台对双边用户的最优定价与交叉网络外部性和盈利阶段所面临的组内网络外部性正相关。盈利阶段同时存在交叉网络外部性和组内网络外部性的情况下,最优定价与交叉网络外部性正相关,与组内网络外部性负相关。本研究还探讨了网约车平台快速积累用户实现“烧钱”向“盈利”模式转变的影响因素,并给出相应的管理启示。

Research on Two-Stage Pricing of Online Car-Hailing Platform

The platform has different effects in different stages of development, so targeted pricing strategies must be adopted. The existing literature on the two-stage pricing strategy and critical state is limited. According to the development of the online car-hailing platform, the pricing mechanism behind the two-stage model of "expansion and profit" was studied. The research shows that when there is only cross-network externalities in the expansion stage, the optimal pricing of the online car-hailing platform is positively correlated with cross-network externalities and intra-group network externalities in the profit stage. When there are both cross-network externalities and intra-group network externalities in the profit stage, the optimal pricing is positively correlated with cross-network externalities and negatively correlated with intra-group network externalities. This paper also discusses the influencing factors of the critical state of the platform to realize the transformation from "expansion" to "profit" mode, and finally gives some management enlightenment.