Research On Pricing Problem Of Shared Travel Platform From The Perspective Of Two-sided Markets

In recent years,with the increasingly serious problem of taxi difficulty and the rapid development of Internet technology,a new travel mode based on mobile internet,integrating passengers and vehicles-sharing travel platform has emerged.The user groups that the shared travel platform faces when adopting a closed strategy are passengers and shared car drivers.However,the user groups that are faced with the open strategy are passengers,shared car drivers and taxi drivers.The sharing of travel platforms in different groups of user groups,platform pricing issues are also different.Therefore,from the perspective of platform managers,how to explore the platform pricing problem based on different strategic characteristics is a research topic of great practical significance.This paper sorts out the relevant research results and theories,and analyzes the two-sided markets characteristics of shared travel platform in the development stage and the "multilateral" market characteristics in the mature stage.At the same time,this paper constructs a shared travel platform pricing model based on two-sided markets theory,and analyzes the impact of network externalities and other factors on the platform pricing,aiming at the two situations that the shared travel platform adopts the "closed strategy" in the development stage and the platform adopts the "open strategy" in the mature stage.The conclusion shows that the pricing on one side of the platform is related to the network externality of the side to the other,demand price elasticity and marginal cost,regardless of the stage of development or maturity.When the number of passengers and shared vehicles on the platform is small,the platform usually adopts subsidy policy to attract a large number of passengers and shared vehicles to join.When the demand price elasticity of the shared car is lower than the demand price elasticity of the taxi,the fee charged by the platform to the taxi is usually lower than that on the shared car.Then,taking the situation of limited rationality of consumers as the benchmark of discussion,the multi-agent method is used to experimentally model the shared travel platform scenario,and the influence of passenger travel demand intensity and vehicle service quality on platform pricing is clarified.In response to this impact,the article proposes that an open strategy should be adopted for the profit maximization platform at the maturity stage.Regardless of the degree of openness,the platform should improve the overall service quality of the shared vehicle for the profit maximization platform.At the same time,the experimental conclusions show that the pricing of one side of the platform is related to the externality of the network on the other side.Finally,the paper puts forward some policy suggestions to improve the pricing of shared travel platform.