竞争性市场结构下网约车平台定价研究

徐莹

摘要：伴随移动互联网的不断发展，网约车作为一种新型的交通方式出现。但随着这种交通方式的迅猛发展也带来了新的问题与挑战。网约车极大地方便了城市居民的出行，同时降低了驾驶员空载率，但网约车在我国仍处于发展初期，平台和司机存在违规现象。因此需要研究平台定价策略以防止出现定价不透明或者赢不抵止的情况。文章利用消费者行为和双边市场研究理论，基于网络外部性的特点探究在市场结构竞争性日益突出的条件下影响网约车平台定价的因素。

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.

关键词：双边市场;交叉网络外部性;网约车平台;定價决策

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

中图分类号：F840.32                                    文献标识码：A                                  文章编号：1006-4311（2020）20-0168-03