在线短租平台的盈利模式及定价策略研究  

Study on Profit Model and Pricing Strategy of Online Short-term Rental Platform

作　　者：赵菊[1,2] 王艳[1] 刘龙 ZHAO Ju;WANG Yan;LIU Long(School of Management, Hefei University of Technology, Hefei 230009, China;Ministry of Education Engineering Research Center for Intelligent Decision-Making & Information System Technologies, Hefei 230009, China)

机构地区：[1]合肥工业大学管理学院,安徽合肥230009 [2]智能决策与信息系统技术教育部工程中心,安徽合肥230009

出　　处：《运筹与管理》2021年第9期139-144,共6页Operations Research and Management Science

基　　金：国家社会科学基金一般项目(18BGL265)。

摘　　要：线短租平台作为共享经济的重要平台之一,有着显著的特征:它只提供房间的信息展示等服务而不是提供产品,只决策交易佣金以及向谁收取佣金,而平台上交易的房间租赁服务的质量和价格均由房东来决策。文章考虑三种在线短租平台的盈利模式——向房东、向房客以及向双边用户都收取交易佣金,分别建立三阶段动态博弈模型,利用逆向归纳法分析了房东的房间服务质量和定价决策。通过均衡分析,得到以下结论:不管平台选择哪种盈利模式,当平台上已有的房东数量较少时,房东数量的增多反而不利于平台获利,而当已有房东数量超过规模临界值时,房东数量的增多会给平台带来更多的利益。有趣的是,如果平台想吸引更多的消费者,向房东收取交易佣金的盈利模式并不一定总是最优的。As one of the most important platforms for sharing economy,the online short-term rental platform has its own distinctive features.First of all,it only provides services such as displaying room information rather than providing products.At the same time,it only decides the amount and the object of the commission for the transaction but has the landlord decide the quality and price of the rental service.We set up three-stage dynamic game models respectively under the three kinds of online short-term rental platform profit models-the landlord,the tenant,and the two sides of users are charged commissions for the transaction.The service quality and price equilibrium are derived by backward induction.Through equilibrium analysis,the following conclusions can be drawn.At first,regardless of the profit model chosen by the platform,when the number of landlords on the platform is small,the increase in the number of landlords is not conducive to profitability of the platform.And when the number of landlords exceeds the threshold of the scale,the increase in the number of landlords will bring more benefits to the platform.Interestingly,if the platform wants to attract more consumers,the profit model that charges the landlord for trading commissions is not always optimal.

关 键 词：共享经济 在线短租平台 交易佣金 网络外部性 

分 类 号：O224[理学—运筹学与控制论]