基于双边市场理论的无库承储人盈利模式及定价策略
|
摘要
无库承储人是随着物流业的创新发展而产生的新业态,在此背景下本文提出了基于公共物流信息平台的无库承储人的概念。本文首先对无库承储人的双边市场特征进行分析,进而提出无库承储人的"信息撮合+会员服务""信息撮合+交易服务""信息撮合+交叉融合服务"和"免费撮合+增值服务"等四种盈利模式,并基于Armstrong定价模型构造了无库承储人及双边用户的效用函数和利润函数,并给出了无库承储人四种盈利模式下的最优定价决策。研究发现,无库承储人作为一个平台,在初期主要靠收取交易费和会费来获得盈利,并且定价机制会因为用户数量的不稳定性受到影响;当平台规模逐渐扩大,它主要通过提供增值服务来获利,此时用户数量趋于稳定,价格波动较小。
The non-reservior holder is a new format that arises with the innovation and development of the logistics industry. By this,we propose the concept of a non-library warehousing based on the public logistics information platform. This paper first analyzes the characteristics of the non-library warehouse's bilateral market, and then proposes four profit models such as information matching + member service, information matching + transaction service, information matching + cross-integration service and free combination + value-added service. Based on the profit models, the utility function and the profit function of the non-reservoir holder and the bilateral users are constructed based on the Armstrong pricing model.After solving the model, the optimal pricing decision under the four profit models of the non-reservoir holder is given. The study shows that as a platform, non-reservior holder relies mainly on collecting transaction fees and membership fees to obtain profits, and the pricing mechanism will be affected by the instability of the number of users; when the scale of the platform is gradually expanded, it mainly provides value-added service to profit, and at this time the number of users tends to be stable, and the price fluctuations are small.
The non-reservior holder is a new format that arises with the innovation and development of the logistics industry. By this,we propose the concept of a non-library warehousing based on the public logistics information platform. This paper first analyzes the characteristics of the non-library warehouse's bilateral market, and then proposes four profit models such as information matching + member service, information matching + transaction service, information matching + cross-integration service and free combination + value-added service. Based on the profit models, the utility function and the profit function of the non-reservoir holder and the bilateral users are constructed based on the Armstrong pricing model.After solving the model, the optimal pricing decision under the four profit models of the non-reservoir holder is given. The study shows that as a platform, non-reservior holder relies mainly on collecting transaction fees and membership fees to obtain profits, and the pricing mechanism will be affected by the instability of the number of users; when the scale of the platform is gradually expanded, it mainly provides value-added service to profit, and at this time the number of users tends to be stable, and the price fluctuations are small.
引文
[1]陈波莅.我国无车承运人发展现状与建议[J].交通世界,2017,(27).
[2]丁华.无车承运人运营模式创新及发展路径[J].经济师,2018,(5).
[3]王勉,刘峰丽.我国无车承运人运营模式创新及发展路径[J].物流科技,2017,(12).
[4]舒晖.无车承运人---物流公共信息平台发展的新机遇[J].物流工程与管理,2017,(1).
[5]Peter Knorringa.New Dimensions in Enterprise Cooperation and Development[M].Massachusetts:Harvard University Press,2002.
[6]纪汉霖,管锡展.双边市场及其定价策略研究[J].外国经济与管理,2006,(3).
[7]吴汉洪,孟剑.双边市场理论与应用述评[J].中国人民大学学报,2014,(2).
[8]刘启,李明志.双边市场与平台理论研究综述[J].经济问题,2008,(7).
[9]陈玲.双边市场理论视角下的市场平台研究[J].商业研究,2010,(4).
[10]程贵孙,陈宏民,孙武军.双边市场视角下的平台企业行为研究[J].经济理论与经济管理,2006,(9).
[11]Armstrong M..Competition in two-sided markets[J].The RAND Journal of Economics,2006,37(3):668-691.
[12]Hagiu A..Pricing and commitment by two-sided platforms[J].The RAND Journal ofEconomics,2006,37(3):720-737.
[13]Caillaud Brook,Jullien Baker.Chicken&egg:competition among intermediation service providers[J].Rand Journal of E-conomics,2002,24(2):309-328.
[14]Rochet J.,Tirole J..Platform competition in two-sided markets[J].Journal of the European Economic Association,2003,1(4):990-1029.
[15]宋娟娟,刘伟.双边市场理论视角下物流平台运营机制分析---以公路货运平台为例[J].中国流通经济,2015,(10).
[16]刘向东,王庚,李子文.国内零售业盈利模式研究---基于需求不确定性下的零供博弈分析[J].财贸经济,2015,(9).
[17]郭萍,徐飞.免费软件的盈利模式与破坏性创新[J].中国科技论坛,2015,(9).
[18]Jane Linder,Susan Cantrell.Five business-model my ths that hold companies back[J].Strategy Leadership,2001,29(6):13-18.
[19]Schneider G.Paul.Electronic commerce[M].Boston:Techno-logy,Boston,2004.
[2]丁华.无车承运人运营模式创新及发展路径[J].经济师,2018,(5).
[3]王勉,刘峰丽.我国无车承运人运营模式创新及发展路径[J].物流科技,2017,(12).
[4]舒晖.无车承运人---物流公共信息平台发展的新机遇[J].物流工程与管理,2017,(1).
[5]Peter Knorringa.New Dimensions in Enterprise Cooperation and Development[M].Massachusetts:Harvard University Press,2002.
[6]纪汉霖,管锡展.双边市场及其定价策略研究[J].外国经济与管理,2006,(3).
[7]吴汉洪,孟剑.双边市场理论与应用述评[J].中国人民大学学报,2014,(2).
[8]刘启,李明志.双边市场与平台理论研究综述[J].经济问题,2008,(7).
[9]陈玲.双边市场理论视角下的市场平台研究[J].商业研究,2010,(4).
[10]程贵孙,陈宏民,孙武军.双边市场视角下的平台企业行为研究[J].经济理论与经济管理,2006,(9).
[11]Armstrong M..Competition in two-sided markets[J].The RAND Journal of Economics,2006,37(3):668-691.
[12]Hagiu A..Pricing and commitment by two-sided platforms[J].The RAND Journal ofEconomics,2006,37(3):720-737.
[13]Caillaud Brook,Jullien Baker.Chicken&egg:competition among intermediation service providers[J].Rand Journal of E-conomics,2002,24(2):309-328.
[14]Rochet J.,Tirole J..Platform competition in two-sided markets[J].Journal of the European Economic Association,2003,1(4):990-1029.
[15]宋娟娟,刘伟.双边市场理论视角下物流平台运营机制分析---以公路货运平台为例[J].中国流通经济,2015,(10).
[16]刘向东,王庚,李子文.国内零售业盈利模式研究---基于需求不确定性下的零供博弈分析[J].财贸经济,2015,(9).
[17]郭萍,徐飞.免费软件的盈利模式与破坏性创新[J].中国科技论坛,2015,(9).
[18]Jane Linder,Susan Cantrell.Five business-model my ths that hold companies back[J].Strategy Leadership,2001,29(6):13-18.
[19]Schneider G.Paul.Electronic commerce[M].Boston:Techno-logy,Boston,2004.