摘要
考虑政府对众包物流市场采取激励性政策和约束性政策,基于不同的市场结构,以众包物流平台利润最大化为目标,构建政府政策规制的平台最优定价模型,运用最优化方法求解平台最优定价,最后利用数值分析对相关结论进行验证。研究结果表明:在垄断型市场结构下,当政府采取激励性政策时,平台定价随用户间交叉网络外部性的增加而增加;当政府采取约束性政策时,平台定价与政府限制力度负相关,平台定价随政府限制力度的增强而降低。在竞争型市场结构下,当政府采取激励性政策时,平台定价随平台服务差异化系数的增加而降低;当政府采取约束性政策时,平台定价随政府限制力度的增强呈先增后降的趋势。
Based on different market structures of the crowdsourcing logistics market, the paper constructs the optimal pricing model with the goal of maximizing the profit of the crowdsourcing logistics platform by considering the governmental regulation policy which is incentive or restrictive to the market. The platform’s optimal pricing is solved with the optimization method and the conclusions are verified with the numerical analyses. Under the monopoly market structure, the research results show that the platform pricing increases with the externality of the cross-user network when the government adopts the incentive policy while the platform pricing is negatively related to the governmental restriction and the pricing decreases as the restriction strength of the government policy increases when the restrictive policy is adopted. Under the competitive market structure, the research results show that the platform pricing is negatively related to the differentiated coefficient of the platform service when the government adopts the incentive policy and the platform pricing increases first and then decreases as the restriction strength of the government policy increases when the government adopts the restrictive policy.
作者
梁玉秀
吴丽花
LIANG Yuxiu;WU Lihua(School of Information Management,Beijing Information Science&Technology University,Beijing 100192,China)
出处
《运筹与管理》
CSSCI
CSCD
北大核心
2023年第1期206-212,共7页
Operations Research and Management Science
基金
科技部国家重点研发计划课题(2019YFB1405003)。
关键词
众包物流市场
政府政策
市场结构
定价策略
crowdsourcing logistics market
government policy
market structure
pricing strategy
作者简介
梁玉秀(1995-),女,安徽安庆人,硕士研究生,研究方向:电子商务,系统工程;通讯作者:吴丽花(1975-),女,广东廉江人,副教授,博士,研究方向:电子商务,系统工程。
