动态竞争下物流服务平台增值服务投资与定价  

Value-added service investment and pricing of logistics service platform under dynamic competition

作　　者：桂云苗[1] 刘大玉 胡红春[2] GUI Yun-miao;LIU Da-yu;HU Hong-chun(School of Economics and Management,Anhui Polytechnic University,Wuhu 241000,Anhui,China;Staff Development Institute of China National Tobacco Corporation,Zhengzhou 450008,Henan,China)

机构地区：[1]安徽工程大学经济与管理学院,安徽芜湖241000 [2]中国烟草总公司职工进修学院,河南郑州450008

出　　处：《山东大学学报（理学版）》2021年第3期12-22,共11页Journal of Shandong University(Natural Science)

基　　金：安徽省哲学社科规划项目(AHSKY2016D13)。

摘　　要：投资增值服务已成为物流服务平台提升竞争优势的重要手段。在考虑双边用户网络外部性和用户归属行为的基础上,结合Hotelling模型和Stackelberg主从博弈模型,建立不同投资时序下物流服务平台增值服务投资决策与定价模型,分别探讨了各种用户不同归属条件下的物流服务平台最优投资定价策略。通过研究发现:当双边单归属时,物流服务平台投资高质量增值服务占优;当消费者多归属、供应商单归属时,先行动平台投资高质量增值服务占优;当供应商多归属、消费者单归属时,后行动平台投资高质量增值服务占优;当双边用户多归属时,物流服务平台投资高质量增值服务占优。Investment in value-added services has become an important means for logistics service platforms to enhance their competitive advantages. Based on the consideration of the network externality and users ownership behavior, the investment decision-making and pricing model of logistics service platform under different investment time series is developed, which combined Hotelling model and Stackelberg master-slave game model. The results show that: when the bilateral users are single-homing, the investment in high-quality value-added services is dominant;when the consumers are multi-homing and the suppliers are single-homing, the acted platform investment in high-quality value-added services is better;when the suppliers are multi-homing and the consumers are single-homing, the acting platform prefer to invest high-quality value-added services;when the bilateral users are multi-homing, the investment in high-quality value-added services is optimal.

关 键 词：物流服务平台 用户归属 增值服务 网络外部性 

分 类 号：F272.3[经济管理—企业管理]