| The online freight exchange platform can effectively integrate transportation resources,improve the overall efficiency of the transportation market,and promote freight logistics into a new stage of development.However,the platform lacks a scientific pricing theory mechanism,and the fixed pricing method is difficult to adapt to the changes in the transportation market,and the inclined pricing leads to the loss of a large number of vehicle owners.Therefore,from the perspective of the carrier’s utility,the model analysis is carried out on the selection and carrying behavior of the car owners on the platform,and a flexible price strategy is formulated to deal with the above problems according to the backlog of goods.On the basis of domestic and foreign research results and industrial development,this paper uses utility theory and economic theory as tools,through behavior modeling analysis combined with numerical simulation analysis,from the perspectives of vehicle owner selection and operation behavior modeling and multi-type vehicle owners.We respectively build a multi-stage reference pricing decision-making model for the online freight exchange platform.The main research contents are:First,by sorting out the development status of domestic and foreign online freight exchange platforms,combined with the platform’s organizational model,it summarizes the B2 C online freight exchange freight platform and C2 C online freight exchange platform pricing model and income.Among them,the B2 C online freight exchange platform can provide a stable supply of goods,but the supply of vehicles is unstable,so it is unreasonable to adopt inclined pricing.Second,based on the traffic big data,comparing the fitting degree of the vehicle owner’s carrying probability under the linear,exponential and Logit distributions,the Logit distribution is found to be more in line with the vehicle owner’s selection probability.Introducing the utility theory,a vehicle owner supply model with reference price utility is constructed.Taking the choice behavior of short-sighted car owners as an example,the optimal pricing strategy in the case where the supply of goods is greater than the supply of vehicles and the supply of goods is less than the supply of vehicles is analyzed as the skimming pricing strategy,and the sensitivity analysis of each parameter in the model is carried out.The importance of price to platform pricing.Final,the undertaking behavior of strategic vehicle owners is modeled,and the optimal pricing strategies of strategic vehicle owners on the platform are analyzed in two cases,when the supply of goods exceeds the supply of vehicles and the supply of vehicles exceeds the supply of goods.The construction considers the existence of multiple types of vehicle owners and Reference price effect pricing model for cargo backlog,and network backlog optimization using Lyapunov optimization.An example is introduced to discuss the influence of the proportion of strategic vehicle owners and the change of the initial reference price on the pricing strategy,income situation and network backlog.Taking the B2 C online freight exchange platform pricing model as the background,this paper analyzes the two-stage pricing and platform revenue under the leadership of different vehicle owners’ choice behavior,compares the revenue and cargo backlog under the two-stage reference pricing strategy and the constant pricing strategy,and discusses the effect of the reference price.Feasibility and superiority of two-stage pricing decisions. |
