Research On Pricing Strategy For Instant Logistics Services On MT Platform

In recent years,with the increase of the income level of Chinese residents and the shift from offline to online consumption,China’s instant consumption has achieved explosive growth,which has also driven the development of the instant logistics industry.As a leading enterprise in the instant logistics industry,MT platform has achieved rapid development,but its profitability is not strong at present.How to price the instant logistics services provided by the MT platform not only affects the platform’s short-term profitability,but also its overall market competitiveness in the long run.This article first analyzes the development status and market competition environment of MT platform’s instant logistics services,and finds that although MT platform currently occupies a large market share,it is not clear whether the future market will develop into a monopolistic market or a duopoly market.Therefore,this article constructs platform instant logistics service pricing models based on monopoly and duopoly conditions respectively.The research found that under monopoly conditions,the platform service pricing is negatively correlated with its own technology matching level,and positively correlated with the degree of platform service differentiation and the cross-network externality between consumers and delivery personnel;under duopoly conditions,the platform service pricing is positively correlated with the degree of platform service differentiation,and both the platform service pricing to consumers and delivery personnel are positively correlated with the cross-network externality that both parties can obtain from the platform.Considering the future competition pattern,whether it is a monopolistic market or a duopoly market,the MT platform has the motivation and ability to implement differentiated pricing to users.This article analyzes the differentiation pricing problem of MT platform’s instant logistics services by constructing a two-sided evolutionary game model.The research believes that differentiated pricing can effectively improve the platform’s profit level,but whether to implement differentiated pricing is affected by various factors such as the probability of user discovery,user migration costs,whether the regulatory authorities punish and the degree of punishment.This article conducts numerical simulation based on the results of evolutionary game,and finds that the probability of discovering MT platform’s differentiated pricing and the potential loss after discovery will not change the equilibrium result of evolution,but will accelerate the rate of equilibrium evolution,and the impact on the rate of equilibrium evolution shows a marginal diminishing trend.Finally,this article puts forward the pricing strategy of MT platform’s instant logistics services.Specifically,under monopoly conditions,the platform can implement asymmetric pricing strategy based on the size of cross-network externality between consumers and delivery personnel,implement non-uniform pricing strategy based on the degree of service differentiation,and implement gradient pricing strategy based on the changes of its own technology matching level.Under duopoly conditions,the platform can implement dynamic pricing strategy based on the size of cross-network externality between consumers and delivery personnel,implement high-value pricing strategy based on the degree of service differentiation,and implement differentiated pricing strategy based on user demand elasticity,income level,usage frequency,etc.