考虑乘客效用的多元化共享出行平台协同定价策略研究  

Research on Collaborative Pricing Strategy of Multi-mode Shared Mobility Platform with Consideration of Passenger Utility

作　　者：李想[1] 李亚男 马红光 Li Xiang;Li Yanan;Ma Hongguang(School of Economics and Management,Beijing University of Chemical Technology,Beijing 100029,China)

机构地区：[1]北京化工大学经济管理学院,北京100029

出　　处：《中国管理科学》2024年第7期172-180,共9页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(71931001,71722007);北京市社会科学基金规划项目(22GLC059);中国博士后科学基金项目(2019M660426);中央高校基本科研业务费(buctrc201926);北京化工大学一流学科建设专项资金(XK1802-5)。

摘　　要：伴随着个性化、多样化出行需求的急剧增长,共享出行平台不断转型升级,致力为乘客提供多元化服务。在此背景下,如何针对多出行服务制定协同定价策略成为制约平台发展的痛点问题。本文针对兼有定制巴士服务和网约车服务的共享出行平台,考虑价格、候车时间与乘车舒适度对乘客效用的影响,构建了“加盟网约车+集中定价”“加盟网约车+分散定价”“自有网约车+集中定价”“自有网约车+分散定价”四种场景下的协同定价模型,并证明了相应的最优定价策略。数值分析结果表明:对于定制巴士服务和网约车服务,加盟网约车模式下集中定价与分散定价的优劣取决于定制巴士基准乘客占比和平台对加盟网约车收入的抽成比例;自有网约车模式下集中定价与分散定价的优劣取决于定制巴士基准乘客占比和网约车单位运营成本。另外,乘车舒适度是影响乘客效用的一个重要因素,忽略乘车舒适度会促使定制巴士服务提高定价,导致乘客数量及利润的降低,进而影响平台的总利润。With the rapid growth of personalized and diversified travel demand,and the rapid development of technical means such as Internet,big data and mobile payment,the shared mobility platform is constantly transforming and upgrading,and aims at providing multi-mode services for passengers.In busy urbantransportation networks,choosing a suitable and efficient transport mode is important.Under this background,how to establish collaborative pricing strategies for the multi-mode services has been a pain point,which seriously handicaps the development of the platform.For a shared mobility platform with customized bus service and ridehailing service,collaborative pricing models for four scenarios,including“driver-owned ride-hailing+centralized pricing”,“driver-owned ride-hailing+decentralized pricing”,“platform-owned ride-hailing+centralized pricing”and“platform-owned ride-hailing+decentralized pricing”,with the consideration of the impact of price,waiting time and ride comfort on passenger utility.The corresponding optimal pricing strategies are proved.The numerical results show that for customized bus service and ride-hailing service,the better one between centralized pricing and decentralized pricing with driver-owned ride-hailing is determined by the initial passengers share of customized bus service and the commission to driver’s income charged by the platform;the better one between centralized pricing and decentralized pricing with platform-owned ride-hailing is determined by the initial passengers share of customized bus and the cost per ride-hailing order.In addition,ride comfort is an important factor for passenger utility.Ignoring ride comfort will make customized bus service raise pricing,which reduces the number of passengers and the profit of customized bus service,and ultimately affects the total profit of the platform.The contribution of this paper to the theory and practice of collaborative pricing of diversified shared mobility platform includes the following three aspects.First,the optima

关 键 词：共享出行平台 定制巴士 网约车 协同定价 乘客效用 

分 类 号：C934[经济管理—管理学]