Research On The Pricing Of Sharing Economy Platform

In recent years,the sharing economy has risen in the world,mainly represented by Uber and Airbnb.With the continuous development,the sharing economy has covered other aspects of life.Sharing economy,with its advantages of saving social resources and satisfying customers' different needs and experiences,makes the concept of "sharing" more and more recognized by people..Its community platform has provided millions of unique accommodation options for travelers in 220 countries and 100 thousand cities.In addition,Uber has been listed in May 2019,providing shared travel services in more than 400 cities covering more than 70 countries around the world.It has been more than 20 years since the beginning of sharing economy.What are the development stages and characteristics of sharing economy in the development process of sharing economy? The pricing problems in the business ecosystem of sharing economy platform include the pricing of both sides of the platform and the goods or services provided by the suppliers.Then,what factors affect the pricing strategies of users on both sides in sharing economy platform? When competing with traditional professional platforms,under what circumstances does the sharing economy platform have an advantage in pricing on both sides? These problems can be discussed in depth in the development of sharing economy.On the other hand,the sharing economy platform is different from the general two-sided platform,because the products or services provided by the supplier have the nature of "sharing".The supplier sets its own prices for the goods or services it provides so it is a very realistic problem to investigate the pricing behavior and pricing differences of the suppliers.Therefore,this paper will focus on the pricing strategies of the sharing economy platform under the conditions of monopoly and competition,and the pricing characteristics of the suppliers one by one,so as to have a more comprehensive and profound understanding of the sharing economy.First of all,this paper defines the basic concepts of ?sharing economy?,?sharing economy platform? and ?professional platform?,analyzes the three stages of the development of sharing economy and the characteristics of sharing economy.This paper also analyzes the differences between the sharing economy platform and the professional platform.In a broad sense,the sharing economy includes two business models.The core part of this paper focuses on the research of the sharing economy,which is asset light operation and adopts the two-sided platform model.Secondly,this paper analyzes the pricing strategies of the two stages in the development of sharing economy.In the initial stage of the development of the sharing economy,the platform is mainly the supply of idle resources,so the supplier side has the requirement of low return;while in the mature stage of development,there are professional providers of sharing resources on the platform,such suppliers have the requirement of high return.This paper analyzes the pricing strategies of the sharing economy platform in these two different stages of development by using the theoretical model,and makes a numerical simulation of the pricing strategies in the current stage of development and evolution.The results show that the pricing of the sharing economy platform for users on both sides is affected by the cross network externalities between users.The greater of cross network externalities,the less the pricing of the platform on both sides.The pricing of the platform on the supplier side is inversely proportional to the transaction cost of the supplier's transaction;the pricing of the platform to the consumer is inversely proportional to the differentiation level of the shared goods or services on the platform The pricing of users on both sides of the platform is also affected by transaction frequency and return rate of idle resources.In the mature stage of the development of sharing economy,when the ratio of the two types of suppliers on the supply side is higher,the pricing of the platform on the supplier side will be higher,and the more professional suppliers access the platform,the lower the price of the platform to the consumer side,the higher the access scale,and the more profits the platform will obtain.By analyzing the pricing strategies of users on both sides of the platform in two different stages of development,the results show that: In the mature stage of development,the price of the platform to the supplier side is higher,and there are more suppliers and consumers accessing the platform.At the same time,with the increase of the strength of cross network externality,the platform can also obtain higher profits in the mature stage,and the sharing economic platform can bring higher social welfare.Thirdly,this paper analyzes the pricing strategy of the competition between the sharing economy platform and the professional platform.The analysis of this part is mainly based on the following different perspectives: the initial value difference of the users to access platform,the degree of differentiation between platforms,the degree of product diversification on the platform,and the intensity of cross network externality.By constructing the theoretical model,this paper analyzes the equilibrium pricing and platform profit when the two platforms enter the market at the same time and in order.Through numerical simulation,it is found that under different perspectives,with the gradual growth of relevant parameters,the sharing economy platform has stronger pricing advantage and more profits when it enters the market subsequently.Therefore,it can be seen that the sharing economy platform has It has a strong back-moving advantage.Finally,the paper uses the data of the representative platform of sharing economy-sharing short rent platform to analyze the pricing charactistics of the supply end users of sharing short rent platform,mainly including the influencing factors of the pricing of the house source and the pricing differentiations of different types of hosts.Through the econometric analysis of the data,this paper analyzes 17 variables of 6 kinds of factors that may affect the pricing of housing resources.The results show that the pricing of hotels on professional platform has a positive impact on the pricing of housing resources on the sharing economy platform.There is a competitive relationship between the two platform.In addition,the pricing of housing resources at different quantiles is affected by these six factors.According to the influence degree of each factor,this paper puts forward corresponding suggestions on the pricing of housing resources at different quantiles,so as to better guide the pricing strategies of the hosts at the supply side.On the other hand,according to the data analysis,it is found that the total number of houses owned by host has a positive impact on the housing pricing.Therefore,this paper classifies the types of hosts according to the number of houses: professional host and amateur host.Through OLS regression and robustness test,it is found that the price of professional host is higher than that of amateur host,and the larger the size of the housing source,the higher the price of professional host.The main reasons for this result are the low return requirements of amateur host and the high return requirements of professional host.,which also confirms that in the mature stage of sharing economy development,there are two types of heterogeneous suppliers on the platform,which have different return requirements for the shared resources they provide.The main contributions of this paper are as follows:(1)This paper makes a comprehensive analysis of the pricing problems in the business ecosystem of the sharing economy platform,including not only the pricing strategy analysis of the platform for both sides of the user,but also the pricing characteristics of the supply side according to the data of the specific platform.(2)The development of the sharing economy is studied in detail,and the comparison between the pricing of the sharing economy platform to the users on both sides under the balanced state is investigated in different development stages.The results show that in the current mature stage of development,the profits and social welfare of the sharing economy platform are more.Therefore,the development of the sharing economy does bring benefits to the society at present.(3)In the past research,the competition of the platform is mainly the competition of two homogeneous platforms,and the competition strategy of the sharing economy platform studied in this paper is mainly the competition with the traditional professional platform,which are two different platforms,and the emergence of sharing economy has made a great impact on professional platforms.Therefore the research on the pricing strategy of the competition between the sharing economy platform and the professional platform is not only innovative in the theoretical research,but also has a very good guiding significance to the reality.(4)Through the quantitative analysis of the data of the sharing short rent platform,this paper not only makes some suggestions on the pricing strategies of different types of sharing economic platform and the suppliers with different housing prices,but also obtains some characteristics of the sharing economy,such as the low return requirement of idle resources,cost saving for consumers,and competitive relationship with professional platforms.The results can also give some suggestions on the pricing of different prices of housing.This part also researches the pricing differences of heterogeneous suppliers.