定制出行下网约共享出行平台双边定价研究  

Bilateral pricing strategies for ride-hailing platforms considering customized services

作　　者：祝蕊 张江华[1] 王景鹏 ZHU Rui;ZHANG Jianghua;WANG Jingpeng(School of Management,Shandong University,Jinan 250100,China)

机构地区：[1]山东大学管理学院,济南250100

出　　处：《系统工程理论与实践》2025年第2期621-634,共14页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(72001127,72295382)。

摘　　要：考虑定制出行背景下常规乘客和特殊乘客的异质性需求,从网约共享出行平台运营视角分析了乘客出行选择和司机供给选择,对定制-常规双服务模式进行建模求解,推导需求响应的双边定价策略.研究表明,为实现利润最大化,平台应分别在小规模、中等规模和大规模市场中选择不提供服务、提供定制-常规双服务和仅提供定制服务.在双服务模式下,常规乘客有效到达率随市场规模呈倒U型变化,平台通过对不同乘客实施价格歧视,可显著提高市场覆盖率和盈利能力.尽管双服务模式提升了整体社会福利,却可能降低常规乘客的消费者剩余,且在市场规模较大或司机提供定制服务成本较低时更为明显.本研究为网约共享出行平台运营定制服务提供了理论和实践启示.Motivated by the increasing demand for customized travel services,this study analyzes passenger travel choices and driver supply choices from the perspective of ride-hailing platform operations,considering the heterogeneous demands of regular and special passengers.We introduce an analytical model for the customary-regular dual-service mode and examine the platform’s bilateral pricing strategies responding to demand.We have several interesting discoveries.First,to maximize profits,the platform should offer no service in small markets,dual-service mode in medium markets,and only customized services in large markets.Second,under the dual-service mode,the effective arrival rate of regular passengers follows an inverted-U shape with respect to market size,and the platform can significantly broaden market coverage and improve profitability by implementing price discrimination across different passenger categories.Additionally,although the dual-service mode improves overall social welfare,the consumer surplus for regular passengers is critically damaged when the market size is larger,or driver cost for providing customized services is lower.These results provide both theoretical and practical insights for the operation of customized services on ride-hailing platforms.

关 键 词：网约共享出行平台 运营管理 定制服务 常规服务 双边定价 

分 类 号：U491[交通运输工程—交通运输规划与管理]