| In early 2020,covid-19 outbreak forced the people to be isolated at home in the first quarter.Physical commerce has been greatly impacted,with the rise of o2 o retail in the same city,and the demand of instant distribution industry has soared.In order to meet the requirements of merchants for timeliness of instant distribution,D distribution platform has set up Shop-stationed-service.It is different from crowdsourcing mode.Each store is distributed by specific knights,which can provide merchants with more stable distribution services.Of course,it also costs more.As a bilateral market platform,D distribution platform provides services for merchants and knights of the platform and charges fees to make profits.If the charge is too high,it will cause the loss of users.On the contrary,it will make it difficult for the platform to make profits or even losses.Therefore,based on the theory of bilateral market,this paper studies the pricing of the Shop-stationed-service of D distribution platform.Firstly,this paper analyzes the Shop-stationed-service of D distribution platform,finds that its service quality has two problems: management and delivery performance.In this paper,the main business scenarios of the Shop-stationed-services are abstracted into monopoly and competitive markets,and the mathematical models of pricing problems are established based on Armstrong model and Hotelling model.Through the derivation of the model and data simulation,the optimal pricing structure in the above two cases and the relationship between it and various influencing factors are obtained.The results show that in the monopoly market,the pricing of the Shop-stationed-services is mainly related to the cross-network externality between bilateral users and the service quality of the platform.In the competitive market,in addition to these two influencing factors,it is also related to the behavior of users and the difference of service quality between the two platforms.When the service quality difference between the two platforms is large,the platform with high service quality can appropriately improve its pricing without causing a large loss of users.Therefore,this paper believes that D distribution platform should strive to improve the service quality of the Shop-stationed-service,so as to enhance its competitiveness in the market.Finally,according to the results of the model and the current situation of the Shop-stationed-service,this paper puts forward some reasonable development suggestions for D distribution platform.This paper believes that D distribution platform should start from two aspects of management and delivery performance,improve the service quality at low cost and high efficiency through the optimization of business process. |
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