在线极速问诊的非线性价格模型研究  

Nonlinear Price Model Study on Speedy Telemedicine

作　　者：李佩伦 尹秋菊[1] 颜志军[1] LI Peilun;YIN Qiuju;YAN Zhijun(School of Management and Economics,Beijing Institute of Technology,Beijing 100081,China)

机构地区：[1]北京理工大学管理与经济学院,北京100081

出　　处：《运筹与管理》2024年第2期64-70,共7页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(72072011,71872013,72110107003)。

摘　　要：在线极速问诊是在线医疗平台根据患者病情,快速分配诊疗医生的一种咨询服务,而价格是患者选择在线极速问诊服务的关键影响因素。现有关于在线服务价格的研究大多采用线性成本函数,无法体现患者心理价位及单位变动成本递减对价格的影响。文章基于参考价格效应和极大值原理,分析了需求、成本和参考价格之间的相互作用,利用反馈函数刻画了单位成本的边际递减性,建立了在线极速问诊服务价格模型,并提出了长时期和短时期内的动态价格策略。结果表明,参考价格和服务价格具有强相关关系,并且服务价格主导下的患者价格记忆能力对参考价格有负向的影响。另外,相对于短期价格策略,长期价格策略更需要减缓价格的变动以求稳定的利润。Online medical consultation service is a critical feature offered by online medical service platforms.The service enables patients to receive medical consultation via the Internet,helping them to manage their conditions efficiently while minimizing transportation and time costs.As a result,the service enhances people’s quality of life and promotes the better social governance level.The online speedy telemedicine service is a subtype of online consultation service that stands out due to its rapid matching of doctors for consultation based on patients filled-in information.It offers lower price and faster response to medical problems than the traditional online expert medical consultation.Despite in-depth research on service price by scholars globally,there is still a lack of exploration of service price strategy for online medical services.Previous research on price models of online service platforms has mainly concentrated on traditional industries such as education,catering,and insurance.However,medical consultation service pricing requires consideration of costs,profits,patient acceptability of prices,and satisfaction with services.Moreover,existing online service price models frequently use linear cost functions,which often overlook the impact of psychological price level and decreasing unit variable cost on price.As a result,such models are challenging to apply directly to medical service price strategy.In this paper,we explore the price problem of speedy telemedicine services on online medical platforms based on the reference price utility and the Pontryagin’s maximum principle.We establish a price model of online speedy telemedicine services based on the interaction of user demand,reference price,and platform cost.This model focuses on the improvement of the cost function,takes into account the refund problem due to the poor quality of doctor’s service,and proposes a price strategy that differs in long and short periods.Our research results can help online medical service platforms better establish pr

关 键 词：在线极速问诊 非线性 参考价格 极大值原理 

分 类 号：F224.13[经济管理—国民经济]