Research On Freight Prepaid Service Strategy Of Network Freight Platform

Network freight platform improves the industry problems of road freight,including high return empty rate,low transportation efficiency,information asymmetry and so on.In the market competition,freight platforms begin to improve their own service ecosystem,ensure the rights and interests of platform customers,and improve the market share.As a result,the network freight platform has gradually upgraded from the initial information matching platform to a comprehensive platform integrating logistics services,logistics consumption services,logistics big data services and logistics financial services.In order to improve the comprehensive service capacity of the platform,Z platform launched the carrier freight prepaid service,which belongs to the category of micro lending in financial services.Freight prepaid service can reduce the financial pressure of the carrier and provide convenience for the carrier.Z platform provides a more perfect service ecosystem for the carrier through the service of prepaid freight,so as to promote the carrier's retention and order fulfillment.However,the freight prepaid service of the network freight platform is still in the primary stage of development,and the service strategy is not perfect,resulting in a low proportion of carriers using freight prepaid service.In order to release the value of advance payment service,we should improve the service utilization rate of carrier and increase the income of platform.This paper studies the actual business data of freight prepaid service of carrier on Z platform.Based on the carrier's high utilization rate and the maximization of Z platform revenue,this paper proposes the optimal combination strategy of advance payment ratio and service fee rate for different carrier groups.Firstly,the main influencing factors of carrier preference of freight prepaid service are studied by using random forest algorithm.This paper divides the influencing factors into two aspects:utility and cost,and then constructs the carrier preference index.These indicators will be used to measure the carrier's willingness to use freight prepaid services.The second step,using the improved RFMC model and K-Means clustering,the carriers are divided into nine groups by two dimensions:the carrier's platform value and the carrier's cost bearing capacity.The third step,to confirm the unit utility cost of each carrier under high probability of use by using business data on the basis of carrier value segmentation,and take it as its cost bearing capacity.The fourth step,according to the improved cost plus method,compares the cost bearing capacity of each type of carrier with the cost rate of freight prepaid service of Z platform,and confirms the profitable carrier group and loss carrier group under high usage probability.Finally,taking the revenue maximization of freight prepaid service as the objective function,the optimal combination strategy of prepaid proportion and service charge rate for different carrier groups is given.