工业工程

工业工程 ›› 2023, Vol. 26 ›› Issue (5): 69-77.doi: 10.3969/j.issn.1007-7375.2023.05.008

• 系统分析与管理决策 • 上一篇    下一篇

竞争环境下考虑绿色服务的即需平台行为定价研究

陈铭洋1,2   

  1. 1. 河南大学 商学院;
    2. 工商管理研究所，河南 开封 475004
  • 收稿日期:2022-12-08 发布日期:2023-10-25
  • 作者简介:陈铭洋(1991-),男,河南省人,讲师,博士,主要研究方向为运营与供应链管理。
  • 基金资助:
    国家自然科学基金资助项目 (72072125)；教育部人文社会科学研究项目 (22YJC630009)；河南省重点研发与推广专项 (软科学研究) (222400410164)；河南省哲学社会科学规划项目 (2022CJJ132，2021BJJ026)；河南省社科联项目 (SKL-2022-2393)

Behavior-based Pricing on On-demand Platforms with Green Services under Competition

CHEN Mingyang1,2   

  1. 1. Business School;
    2. Institute of Business Administration, Henan University, Kaifeng 475004, China
  • Received:2022-12-08 Published:2023-10-25

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摘要： 为探究即需平台在提供绿色服务时出现的基于行为价格歧视现象，构建由一个提供绿色服务的即需平台和传统即需平台组成的竞争模型，考虑不使用和使用基于行为定价策略两种情况，运用两周期动态博弈方法分析基于行为定价策略和绿色服务的实施如何影响各利益相关者。研究发现，提供绿色服务会出现三赢局面；提供者在第1 (2) 周期加入平台时得到较高 (低) 的收入；当提供绿色服务且佣金比例、成本系数和需求者黏性都较大时，使用基于行为的定价策略将导致较低的利润；当不提供绿色服务时，该定价策略的实施将产生较低的利润；基于行为定价策略的实施不总是带来较高的需求者剩余，取决于来自市场份额和服务价格两部分力量的权衡关系。

关键词: 即需平台, 绿色服务, 基于行为的定价, 价格歧视

Abstract: To explore the phenomenon of behavior-based price (BBP) discrimination on on-demand platforms offering green services, a competition model consist of an on-demand platform offering green services and a traditional on-demand platform is established considering two scenarios (i.e., neither platform using BBP and both platforms using BBP). A two-period dynamic game-theoretic model is used to study how the adoption of BBP and implementation of green services affect various stakeholders. Results show that when green services are provided, there is a triple-win outcome; service providers can obtain higher (lower) payoffs when joining the platform in the first (second) period; when green services are provided, BBP generates lower profits given larger commission ratios, cost coefficient, and strength of consumer preference; however, the implementation of BBP results in lower profits when green services are not provided; moreover, BBP does not always lead to high consumer surplus, which depends on the trade-off between the two powers from market shares and service prices.

Key words: on-demand platforms, green services, behavior-based pricing, price discrimination

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