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移动出行平台为人们提供了多种新型出行方式,该平台具有交叉网络外部性、价格非对称性和相互依赖及互补性等特征,可以通过双边市场理论进行研究。本文基于双边市场理论分别从双寡头竞争市场的视角构建模型,研究移动出行平台的定价策略。结果显示:移动出行平台对出行用户和出行服务提供者的定价不仅会受到固定成本的影响,同时也应考虑交叉网络外部性、平台技术匹配效率、期望使用次数、平台服务差异化等因素,而平台对出行用户的补贴最终也会体现到定价中。最后,在此基础上分别从平台企业、平台使用者和管理者三个角度进行分析。
The mobile travel platform provides people with a variety of new modes of travel. The platform has characteristics of cross-network externalities, price asymmetries, interdependencies and complementarities, and can be studied through the bilateral market theory. Based on the bilateral market theory, this paper builds a model from the perspective of duopoly competition market to study the pricing strategy of mobile travel platform. The results show that the pricing of travel users and travel service providers is not only affected by the fixed costs, but also the cross-network externality, the matching efficiency of platform technology, the expected number of uses and the differentiated services of the platform, etc. The platform subsidies for travel users will eventually be reflected in the pricing. Finally, on the basis of this analysis, we analyze the platform enterprises, platform users and managers respectively.