Research On Pricing Of Mobile Taxi Software Platform

With the rapid development of Internet technology,the sharing economy platform that has emerged from the combination of the service industry and the Internet has rapidly emerged.Among them,Uber is represented by foreign countries,and domestically represented by Didi Taxi.These emerging shared economic platforms have brought great convenience to people's travel life.While optimizing social idle resources,their advanced pricing methods have also brought about great controversy.The article elaborates on the operation mode of mobile taxi software platform and establishes a pricing model from two perspectives: short-term strategy and long-term strategy.The goal is to maximize the profits of taxi companies.Analyzes and discusses the optimal pricing strategy of the platform and the impact of related factors.Under the Short-term perspective y,with the objective of maximizing the profits of taxi software platforms within a single cycle(eg,one hour,one day,etc.),taking into consideration the passenger's departure and destination on the premise that the number of bilateral passengers and drivers remain unchanged.Respectively,establish a monopoly and competitive pricing model for research and discussion.In a monopolistic environment,compared and analyzed the optimal pricing,related influencing factors,as well as changes in consumer surplus under the three pricing strategies of unified pricing,variable pricing1(considering only the supply and demand situation of passenger departures),and variable pricing2(considering the passenger departure and destination supply and demand situations).In the competitive environment,on the basis of the Bertrand model,the competitive pricing of emerging mobile taxi software platforms and traditional taxi companies was analyzed.This paper analyzes the impact and influence of two kinds of variable pricing methods on the profit and market share of traditional taxi companies,and gives reasonable explanations and recommendations.Under the long-term perspective,considering the bilateral market attributes of the mobile taxi software platform,starting from the indirect network externalities and direct network externalities of the bilateral passengers and drivers.A model was established to study and discuss the adoption of different taxi platform for bilateral participants.The pricing strategy influences the increase of the overall usage of the platform,so that the platform maximizes the benefits in a longer period(such as the entire life cycle of the platform).By establishing a pricing model under a monopoly and competitive environment,it is found that the indirect network externalities and positive direct network externalities of bilateral participants will reduce the optimal pricing of taxi platforms,and the negative direct network externalities will increase the optimal pricing of taxi platforms.At the same time,it also gives a reasonable explanation for the "tilt pricing" phenomenon of mobile taxi software platform.