聚合平台模式下网约车服务策略研究  

Ride-hailing service strategies under aggregation platform mode

作　　者：范小军[1] 王珊珊[2] 郭鑫 FAN Xiao-jun;WANG Shan-shan;GUO Xin(School of Management,Shanghai University,Shanghai 200444,China;School of Management,Shanghai University of Engineering Science,Shanghai 201620,China;School of International Economics and Trade,Shanghai Lixin Accounting and Finance Institute,Shanghai 201209,China)

机构地区：[1]上海大学管理学院,上海200444 [2]上海工程技术大学管理学院,上海201620 [3]上海立信会计金融学院国际经贸学院,上海201209

出　　处：《管理科学学报》2024年第9期62-81,共20页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(72272097)。

摘　　要：近年来,越来越多的网约车平台入驻在到第三方平台下,形成了聚合平台模式,在聚合平台模式下,如何进行战略转型是当前网约车平台面临的重大问题.以提供多种服务的综合性网约车平台(即同时提供普通车服务和专车服务)为研究对象,探讨了该平台的最优服务策略的选择与定价问题,并讨论了不同策略对市场中原有的普通网约车平台(即仅提供普通服务)以及聚合平台的定价和收益影响.研究发现若综合性网约车平台的品牌优势较显著(即消费者对普通网约车平台认可度较小时),则仅当其服务成本较低时,该平台会提供专车服务;当品牌优势减弱时,综合性网约车平台则不会提供普通车服务其次,当消费者对普通网约车平台的认可度较低时,专车服务策略对普通网约车平台是不利的;随着消费者的认可度增加,普通服务策略对普通网约车平台是不利的.对于聚合平台而言,普通服务策略对其一定是有利的.这表明仅当综合性网约车平台提供普通车服务时,才有可能实现综合平台、普通平台、聚合平台三方平台共赢这一结论为传统网约车平台与聚合平台之间的合作发展提供了扎实的理论依据.Recently,more and more ride-hailing platforms are being aggregated into third-party platforms,thus creating an aggregation mode.How to achieve the strategic switch is an important issue for ride-hailing platforms under the aggregation mode.Considering a comprehensive ride-hailing plaform that offers both premium and standard services,this paper studies the optimal service strategy and pricing for such a platform.The effects of different service strategies on the pricing and profits of both the standard platform(i.e.,one that only provides standard service)and the aggregated platform are examined.By comparing the equilibrium outcomes in the two decision scenarios,it is found that when the brand advantage of the comprehensive ridehailing platform is significant(i.e.,a low acceptance degree for the general platform)and the service cost is low,the plaform will adopt a premium service strategy.Conversely,it will forgo the standard service when the advantage weakens.However,when the consumers'acceptance degree for the general ride-hailing platform is low,the premium service strategy will harm the general platform.As the consumers'acceptance degree increases,the general ride-haling platform will benefit from the premium service,while the aggregation platform can obtain higher profits from standard service.This result shows that the win-win situation for all parties involved might only occur when the comprehensive platform provides standard services.This conclusion provides a good theoretical guide for the cooperation between the traditional ride-hailing platform and aggregation platform.

关 键 词：聚合平台 综合性网约车平台 普通网约车平台 专车服务 普通车服务 

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