Market Structure Of Car-hailing Market,differentiated Pricing Targets And Choice Of Platform Pricing Tactics

There is a significant difference between car-hailing platform's pricing behavior and the traditional enterprise's,and the platform's pricing behavior contains two meanings:the choice of the charge object(s)and the platform fee.The pricing tactics of car-hailing platform is determined by the platform property and the differentiated pricing targets of different market structure.Most of the existing studies launched research on the pricing behavior of enterprises from the perspective of maximizing profits or maximizing market share,however,they did not do comparative analysis of platform's pricing targets and pricing tactics in different market structure with the actual economic situation,in order to explain car-hailing market's emerging new phenomena and new problems:platform faces heavy losses in the process of platform's market share continuing to expand in the market,which even exists in the oligopoly market.This paper divides car-hailing market's development into two stages according to the market structure,namely,the oligopoly market stage and the enterprise-concentration market stage.Through generalizing and analyzing the platform's share,profits and losses in different market structure,find out the practical logic of platform's pricing targets and pricing tactics.Then the paper constructs a theoretical model to compare the platform's pricing targets and pricing tactics in the oligopoly market and the enterprise-concentration market,also the equalization results.The study finds that the car-hailing platform aims to expand market share in the oligopoly market,charges the driver side platform fees only,and by taking the subsidy strategies to reduce drives' platform fees;the car-hailing platform aims to maximize profits in the enterprise-concentration market,charges the driver side and the passenger side platform fees respectively,removes the subsidies in order to increase platform fees and make part of the network externality utility internalization,obtaining profits.The main innovations of the paper are as follows:(1)This paper launches a comparative study of car-hailing platform's pricing targets and pricing tactics in different market structures,making the research more practical;(2)This paper undertakes the research on the pricing behavior of the platform from the perspective of market share maximization and profit maximization respectively and compares;(3)This paper selects the emerging car-hailing market to pursue comparative studies on platform's pricing targets and pricing tactics of different market structure.