关键词: 分享经济, 网约车服务, 双边市场, 定价策略, Stackelberg博弈

Abstract:

Focusing on the process of online ride-hailing service in the single-homing market environment, the distribution of users and drivers is defined base in Salop model, and the Stackelberg game model between bilateral ride-hailing platforms is constructed. Furtherly, the impact of pricing strategy, competitive intensity, and operational cost on the profit, consumer surplus and supplier surplus are analyzed. The results show that the service prices of dominant platform and inferior platform increase and the bilateral users reduce with the increase of operational cost, but the effect on inferior platform is greater. The inferior platform has to implement copy-pricing strategy, low-pricing strategy and high-service quality strategy respectively in different competitive intensity. Otherwise, inferior platform can maximize profits, consumer surplus and supplier surplus by controlling operational cost.

Key words: sharing economy, online ride-hailing service, two-side market, pricing strategy, Stackelberg game