不同价格模式下考虑需求波动性和差异化服务的网约车平台定价决策  

Pricing Decisions of Ride-hailing Platform Considering Demand Fluctuation and Differentiated Service under Different Price Modes

作　　者：孙中苗 徐琪[1] SUN Zhong-miao;XU Qi(Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China)

机构地区：[1]东华大学旭日工商管理学院,上海200051

出　　处：《运筹与管理》2022年第1期52-60,共9页Operations Research and Management Science

基　　金：国家社会科学基金资助项目(21BGL014);国家自然科学基金资助项目(71832001);中央高校基本科研业务费专项资金、东华大学研究生创新基金资助项目(CUSF-DH-D-2021062)。

摘　　要：针对单个平台两种品牌网约车的最优定价问题,考虑平台服务质量的差异化和市场需求波动性,分别建立动态价格、差异化价格和静态价格模式下的网约车动态服务模型,运用多元函数和泛函的条件极值求得两种品牌网约车的最优定价策略。研究发现,平台最优动态价格和差异化价格均随需求波动时长单调变化,而最优静态价格并非单调。此外,平台提高差异化服务时,两种品牌网约车的最优价格均提高,但高服务质量的网约车会有更高的提价幅度;固定佣金报酬率增大时,平台最优价格均提高,但边际损失成本较大的网约车会有更高的提价幅度。最后,通过数值仿真对不同价格模式下的平台利润进行比较和灵敏度分析,并发现平台利润在市场需求稳定时差异不大。This study focuses on the optimal pricing problem of two ride-hailing brands on a single platform.Considering the differentiated service quality and market demand fluctuation,the ride-hailing dynamic models under dynamic price,differentiated price and static price modes are established respectively,and the conditional extreme values of multivariate functions and functionals are used to obtain the optimal pricing strategies of two ride-hailing brands.The results show that the optimal dynamic price and differentiated price both change monotonically with the duration of demand fluctuation,but not monotonically in the static price.In addition,when the differentiated service increases,the optimal prices of the two ride-hailing brands will be all increased,but high-quality brand will have a higher increase in price.When the fixed commission return rate increases,the optimal prices will be all increased,but the brand with larger marginal loss costs will have a higher increase in price.Finally,a comparison and sensitivity analysis of platform profits under different price modes is carried out through numerical simulation,which finds that the profits under the three price modes will have little difference when the market demand is stable.

关 键 词：网约车平台 需求波动性 差异化服务 定价决策 多元微分 

分 类 号：F224.32[经济管理—国民经济]