基于司机服务质量的网约车平台差别定价策略  

Differential Pricing Strategy for Ride-sharing Platform Based on Service Quality of Drivers

作　　者：赵道致[1] 袁紫微 杨爽 谭新月 ZHAO Daozhi;YUAN Ziwei;YANG Shuang;TAN Xinyue(College of Management and Economics,Tianjin University,Tianjin 300000,China)

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《工业工程与管理》2024年第4期170-184,共15页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(72072125)。

摘　　要：滴滴出行等网约车平台除统一定价外,还广泛使用根据司机基本服务质量和附加服务质量为乘客提供不同价格的服务并支付相应司机不同工资的差别定价策略。考虑平台采取统一定价和基于司机服务质量的差别定价的两种情况,运用运筹优化的方法,分别构建了网约车平台的利润模型,通过最大化平台利润得到两种情况下的最优决策。研究发现:当市场中的潜在司机总数量高于特定阈值时,基于司机服务质量的差别定价使平台获得更高收益;反之,统一定价更优。根据平台不同的主要目标,综合比较平台利润、总交易量、平均服务质量、社会福利等,发现两种定价策略都存在不同的多赢最优可行区域,为现实中网约车平台的差别定价策略提供了参考与建议。Ride-sharing platforms such as DiDi widely use differential pricing based on service quality of drivers besides uniform pricing.The plaform provides passengers with services at different prices based on the basic and add-on service quality of drivers and pays the drivers different wages when adopts the above differential pricing strategy.Considering the two scenarios where the platform adopted uniform pricing and differential pricing based on service quality of drivers,the profit models for ride-sharing platforms were constructed respectively by using operational optimization methods.The optimal decisions for both scenarios were obtained by maximizing platform profits.The results show that when the total number of potential drivers exceeds a specific threshold,differential pricing based on driver service quality brings more profits to the platform,while on the contrary,uniform pricing is more optimal.In addition,both pricing strategies have different multi-win optimal available regions by comprehensive comparison of platform profits,total transaction volume,average service quality,social welfare,etc.according to the different main objectives of the platform,which provides references and suggestions for the different pricing of the real ride-sharing platforms.

关 键 词：网约车平台 差别定价 服务质量 附加服务 

分 类 号：F274[经济管理—企业管理] F572[经济管理—国民经济] F724.6