競爭性市場結(jié)構(gòu)下網(wǎng)約車平臺(tái)定價(jià)研究

徐瑩

摘要：伴隨移動(dòng)互聯(lián)網(wǎng)的不斷發(fā)展，網(wǎng)約車作為一種新型的交通方式出現(xiàn)。但隨著這種交通方式的迅猛發(fā)展也帶來了新的問題與挑戰(zhàn)。網(wǎng)約車極大地方便了城市居民的出行，同時(shí)降低了駕駛員空載率，但網(wǎng)約車在我國仍處于發(fā)展初期，平臺(tái)和司機(jī)存在違規(guī)現(xiàn)象。因此需要研究平臺(tái)定價(jià)策略以防止出現(xiàn)定價(jià)不透明或者贏不抵止的情況。文章利用消費(fèi)者行為和雙邊市場研究理論，基于網(wǎng)絡(luò)外部性的特點(diǎn)探究在市場結(jié)構(gòu)競爭性日益突出的條件下影響網(wǎng)約車平臺(tái)定價(jià)的因素。

Abstract： With the continuous development of the mobile Internet， online car-hailing has emerged as a new type of transportation. However， the rapid development of this mode of transportation has also brought new problems and challenges. Online car-hailing greatly facilitates the travel of urban residents， and at the same time reduces the driver's empty load rate. However， online car-hailing is still in the early stages of development in my country， and there are violations of the platform and drivers. Therefore， it is necessary to study the platform pricing strategy to prevent the situation of opaque pricing or unstoppable win. The article uses consumer behavior and bilateral market research theories to explore the factors that affect the pricing of online car-hailing platforms under the increasingly competitive market structure based on the characteristics of network externalities.

關(guān)鍵詞：雙邊市場;交叉網(wǎng)絡(luò)外部性;網(wǎng)約車平臺(tái);定價(jià)決策

Key words： bilateral market;cross-network externalities;ride-hailing platform;pricing decision

中圖分類號(hào)：F840.32? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 文獻(xiàn)標(biāo)識(shí)碼：A? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 文章編號(hào)：1006-4311（2020）20-0168-03