Pricing Strategy Of Online Ride-hailing Platform Considering Platform Business Expanding And User Improving Experience

With the rapid development of fast payment and information technology,economic industries relying on two-sided market have gained popularity and developed,such as online car rental,e-commerce,and leasing platforms.The ride-hailing platform provides convenience for residents and relieves the pressure of urban traffic.How to obtain a larger market share for the ride-hailing platform has become the primary issue for the development of the ride-hailing platform.Therefore,considering the development direction and development strategy of the ride-hailing platform has become a key issue for scholars from all walks of life.At present,the development of the ride-hailing platform is mainly in terms of expanding platform business and improving user experience.The pricing of the online ride-hailing platform has attracted the attention of scholars from various circles at home and abroad.From the existing research,it can be observed that most scholars focus on the single pricing problem of the online ride-hailing platform and the legal and regulatory issues.However,from a practical point of view,there are many influencing factors on the pricing of online car rental platforms,and the development direction of the platform is also multi-directional.Therefore,it is very important to study the pricing strategy of ride-hailing platforms under specific development models based on two-sided market theory.Therefore,this article studies and considers the pricing strategy of the online ride-hailing platform in the context of expanding platform business and improving user experience.This is a realistic topic.This paper studies the pricing issues of the online ride-hailing platform under the two strategies of expanding platform business and improving user experience.The main tasks completed include the following aspects:Firstly,The research on the pricing of the online ride-hailing platform in the context of expanding the platform business.Aiming at the shortcomings of existing research,this article considers that the network ride-hailing platform expands the business similar to bicycle sharing,and attracts some non-platform users to enter the network ride-hailing platform to achieve the purpose of expanding the user base.The optimal pricing and profit of the ride-hailing platform in the case of expanding the platform business are obtained through model solving.Further,the pricing strategy and the influencing factors of the profit of the ride-hailing platform are analyzed.Secondly,The research on the pricing problem of the online ride-hailing platform in the context of improving user experience.Aiming at the shortcomings of the existing research,this paper considers that the online ride-hailing platform regulates driver behavior,unifies automobile facilities and standards,and attracts some non-platform users to enter the online ride-hailing platform while retaining high-quality and highly sticky users.The optimal pricing and profit of the ride-hailing platform under the condition of improving the user experience are obtained through model solving.Further,the pricing strategy and the influencing factors of the profit of the ride-hailing platform are analyzed.Thirdly,The advantages and disadvantages of the two strategies of expanding platform business and improving user experience are studied.By comparing and analyzing the two strategies of expanding the platform business and improving the user experience,the pricing strategy and optimal profit of the ride-hailing platform.Get the most suitable conditions for both strategies.In addition,the conclusions obtained are verified by numerical analysis.This paper has obtained some important conclusions through research:the price of passengers and drivers of the platform and the platform's investment and the degree of investment on the platform,the price of passengers and drivers and the platform's Degree of investment;the investment cost of the online ride-hailing platform is the key influencing factor of pricing and optimal profit;there are no absolute advantages and disadvantages in the two strategies of expanding platform business and improving the user experience.Under actual circumstances,determine the operating strategy for the online ride-hailing platform.Development is more beneficial.