聚合模式下网约车市场的补贴定价策略

重庆交通大学学报(社会科学版) ›› 2023, Vol. 23 ›› Issue (3): 37-45.

• 人文交通 • 上一篇

聚合模式下网约车市场的补贴定价策略

李豪1，何旭1，田源2

1.重庆交通大学经济与管理学院，重庆 400074；2.北京林业大学经济管理学院，北京 100091

收稿日期:2022-08-23 修回日期:2022-09-26 发布日期:2023-05-26
作者简介:李豪，男，重庆交通大学经济与管理学院教授，博士;何旭（通信作者），女，重庆交通大学经济与管理学院硕士研究生;田源，男，北京林业大学经济管理学院本科生。
基金资助:
国家社会科学基金项目“共建共治背景下网约车市场治理的多方联动机制研究”（19XGL016）；重庆交通大学研究生科研创新项目“聚合模式下网约车市场最优补贴机制研究”（2022S0066）

Research on the Subsidy Pricing Strategy of the Carhailing Market under the Aggregation Model

LI Hao1， HE Xu1， TIAN Yuan2

［1］中国产业研究院. 2021—2027年中国网约车市场深度分析及发展趋势研究咨询报告［R/OL］.（2021-06-21）［2022-06-23］. https://www.163.com/dy/article/GD0LUQC30538MWAG.html. ［2］ALOUI C，JEBSI K.Optimal pricing of a twosided monopoly platform with a onesided congestion effect［J］.International review of economics，2010，57（4）:423-439. ［3］ZHA L，YIN Y，DU Y.Surge pricing and labor supply in the ridesourcing market［J］.Transportation research procedia，2017，23（9）:2-21. ［4］NIE Y M.How can the taxi industry survive the tide of ridesourcing Evidence from Shenzhen， China［J］.Transportation research part C，2017，79（3）:242-256. ［5］RABBIT N，GHOSH B.Study of feasibility and potential benefits of organized car sharing in Ireland［J］.Transportation research part D，2013，12（10）:25-36. ［6］MARIANNE V，JENNIFER B.Ridesharing:a potential means to increase the quality and availability of motorised trips while discouraging private motor ownership in developing cities ［J］.Research in transportation economics，2018，69（6）:607-614. ［7］SETH D，ALEXANDER P.The effects of ridehailing companies on the taxicab industry in Las Vegas， Nevada［J］.Transportation research part A，2018，115（8）:63-70. ［8］ZHA L，YIN Y，YANG H.Economic analysis of ridesourcing markets［J］.Transportation research part C，2016，71（7）:249-266. ［9］卢珂，周晶，林小围.考虑交叉网络外部性的网约车平台市场定价研究［J］.运筹与管理，2019，28（7）: 169-178. ［10］POSEN H A.Ridesharing in the sharing economy:should regulators impose uber regulations on uber［J］.Iowa law review，2015，101（1）:401-405. ［11］金振广，胡大伟，吴雪．网约车排队等候条件下乘客服务类型选择演化博弈分析［J］．交通工程，2019，19（6）:66-71．［12］杨浩雄，魏彬.网络约车与出租车的竞争博弈研究:以平台补贴为背景［J］.北京社会科学，2016，31（5）:68-76. ［13］雷丽彩，高尚.基于司机过度自信的网约车平台最优补贴契约设计与选择［J］.预测，2020，39（3）:74-81. ［14］BAI J，SO K C，TANG C S，et al.Coordinating supply and demand on an ondemand platform with impatient customers［J］.Manufacturing service operations management，2018，21（3）:556-570. ［15］TAYLOR T.Ondemand service platforms［J］.Manufacturing service operations management， 2018， 20（43）:704-720. ［16］YU J J，TANG C S， SHEN Z J M.A balancing act of regulating ondemand ride services［J］. Management science，2019，66（7）:2975-2992. ［17］OZKAN E，WARD A.Dynamic matching for realtime ridesharing［J］.Stochastic systems，2020，10（1）:1-42. Research on the Subsidy Pricing Strategy of the Carhailing Market under the Aggregation Model LI Hao1， HE Xu1， TIAN Yuan2 （1.School of Economics and Management， Chongqing Jiaotong University， Chongqing 400074， China； 2.School of Economics & Management， Beijing Forestry University， Beijing 100091， China

Received:2022-08-23 Revised:2022-09-26 Published:2023-05-26

摘要/Abstract

摘要： 聚合模式已成为网约车市场发展的趋势。考虑服务商的服务水平差异与平台抽成，构建聚合平台主导的斯坦伯格博弈模型，探讨最优补贴定价策略，分析补贴定价对各主体利益和社会福利的影响。平台和服务商对出行者的补贴提高了网约车市场的服务价格，平台抽成随之增加；实施补贴策略提高了平台和高水平服务商的收益，但只有当服务水平差异程度较大时，才对低水平服务商有利；合理的补贴定价策略提高了整个社会的福利，同时服务水平差异程度越大，补贴策略越有效。

Abstract: The aggregation model has become a trend in the development of the carhailing market. Aiming at the difference in service level of service providers and platform fees， the optimal subsidy pricing strategy is discussed by constructing a Steinberg game model dominated by aggregation platforms. And the impact of subsidy pricing on the interests of various subjects and social welfare is further analyzed. Research shows that the subsidies provided by platforms and service providers to travelers have increased the service price of the online carhailing market， and the platform commissions have also increased; the implementation of subsidy strategies has improved the benefits of platforms and service providers with high service levels， but only when the service level and only when the degree of difference is large， is it beneficial to service providers with low service levels; a reasonable subsidy pricing strategy improves the overall social welfare， and the greater the degree of difference in service levels， the more effective the subsidy strategy.

Key words: aggregation platform; subsidized pricing; service difference; strategy

李豪1，何旭1，田源2. 聚合模式下网约车市场的补贴定价策略[J]. 重庆交通大学学报(社会科学版), 2023, 23(3): 37-45.

LI Hao1， HE Xu1， TIAN Yuan2. Research on the Subsidy Pricing Strategy of the Carhailing Market under the Aggregation Model[J]. Journal of Chongqing Jiaotong University Social Sciences Edition, 2023, 23(3): 37-45.

参考文献

［1］中国产业研究院. 2021—2027年中国网约车市场深度分析及发展趋势研究咨询报告［R/OL］.（2021-06-21）［2022-06-23］. https://www.163.com/dy/article/GD0LUQC30538MWAG.html.
［2］ALOUI C，JEBSI K.Optimal pricing of a twosided monopoly platform with a onesided congestion effect［J］.International review of economics，2010，57（4）:423-439.
［3］ZHA L，YIN Y，DU Y.Surge pricing and labor supply in the ridesourcing market［J］.Transportation research procedia，2017，23（9）:2-21.
［4］NIE Y M.How can the taxi industry survive the tide of ridesourcing Evidence from Shenzhen， China［J］.Transportation research part C，2017，79（3）:242-256.
［5］RABBIT N，GHOSH B.Study of feasibility and potential benefits of organized car sharing in Ireland［J］.Transportation research part D，2013，12（10）:25-36.
［6］MARIANNE V，JENNIFER B.Ridesharing:a potential means to increase the quality and availability of motorised trips while discouraging private motor ownership in developing cities ［J］.Research in transportation economics，2018，69（6）:607-614.
［7］SETH D，ALEXANDER P.The effects of ridehailing companies on the taxicab industry in Las Vegas， Nevada［J］.Transportation research part A，2018，115（8）:63-70.
［8］ZHA L，YIN Y，YANG H.Economic analysis of ridesourcing markets［J］.Transportation research part C，2016，71（7）:249-266.
［9］卢珂，周晶，林小围.考虑交叉网络外部性的网约车平台市场定价研究［J］.运筹与管理，2019，28（7）: 169-178.
［10］POSEN H A.Ridesharing in the sharing economy:should regulators impose uber regulations on uber［J］.Iowa law review，2015，101（1）:401-405.
［11］金振广，胡大伟，吴雪．网约车排队等候条件下乘客服务类型选择演化博弈分析［J］．交通工程，2019，19（6）:66-71．
［12］杨浩雄，魏彬.网络约车与出租车的竞争博弈研究:以平台补贴为背景［J］.北京社会科学，2016，31（5）:68-76.
［13］雷丽彩，高尚.基于司机过度自信的网约车平台最优补贴契约设计与选择［J］.预测，2020，39（3）:74-81.
［14］BAI J，SO K C，TANG C S，et al.Coordinating supply and demand on an ondemand platform with impatient customers［J］.Manufacturing service operations management，2018，21（3）:556-570.
［15］TAYLOR T.Ondemand service platforms［J］.Manufacturing service operations management， 2018， 20（43）:704-720.
［16］YU J J，TANG C S， SHEN Z J M.A balancing act of regulating ondemand ride services［J］. Management science，2019，66（7）:2975-2992.
［17］OZKAN E，WARD A.Dynamic matching for realtime ridesharing［J］.Stochastic systems，2020，10（1）:1-42.

聚合模式下网约车市场的补贴定价策略

Research on the Subsidy Pricing Strategy of the Carhailing Market under the Aggregation Model

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