競爭性市場結構下網約車平臺定價研究

徐瑩

摘要：伴隨移動互聯網的不斷發展，網約車作為一種新型的交通方式出現。但隨著這種交通方式的迅猛發展也帶來了新的問題與挑戰。網約車極大地方便了城市居民的出行，同時降低了駕駛員空載率，但網約車在我國仍處于發展初期，平臺和司機存在違規現象。因此需要研究平臺定價策略以防止出現定價不透明或者贏不抵止的情況。文章利用消費者行為和雙邊市場研究理論，基于網絡外部性的特點探究在市場結構競爭性日益突出的條件下影響網約車平臺定價的因素。

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.

關鍵詞：雙邊市場;交叉網絡外部性;網約車平臺;定價決策

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

中圖分類號：F840.32? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 文獻標識碼：A? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 文章編號：1006-4311（2020）20-0168-03