各网约车平台因市场需求规模扩大纷纷推出不同的工资策略来吸引司机加入,其中主要有价格工资策略、固定补贴策略和冲单奖励策略.本文基于司机收益敏感行为构建以上三种策略模型,并比较这三种策略下司机的最优反应和平台的最优决策.研究发现:1)更高的奖励不一定能使平台获得更多的交易量;2)虽冲单奖励策略能实现更多的利润,但该策略并不能获得更多的交易量;3)当司机机会成本较低时,平台应采用价格工资策略;当司机机会成本较高时,平台应采用冲单奖励策略以获益更多.本文管理启示如下:平台设置激励策略时无需设置过高的奖励金额.以司机机会成本较低为主的三、四线城市平台可以价格工资策略为主;以司机机会成本较高为主的一、二线城市平台采用冲单奖励策略更优.
Abstract
With the expansion of demand in the ride-hailing service market,various platforms have launched different pricing strategies to attract drivers to join,including price-wage strategy,fixed subsidy strategy,and orders reward strategy.This paper establishes a stylized model based on heterogeneous drivers with revenue-sensitive behavior to analyze and compare the optimal response of drivers and the optimal decision of the ride-hailing platform under the three strategies.The study shows that:1) Higher rewards do not necessarily lead to more transactions;2) Although the orders reward strategy can bring more profits to the platform,it still can not obtain more transactions;3) When drivers' opportunity cost is low,the platform should adopt the price-wage strategy,while the opportunity cost is high,the platform should adopt the orders reward strategy to obtain more benefits.Management insights are as follows:If the platform uses incentive strategy,reward does not need to set too high.In third-or fourth-tier cities,the platform can mainly use the price-wage strategy because drivers with low opportunity costs dominate,and in first-or second-tier cities,the platform mainly adopts orders reward strategy because of more drivers with high opportunity costs.
关键词
网约车平台 /
定价策略 /
收益敏感行为 /
交易量 /
冲单奖励
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Key words
ride-hailing platform /
pricing strategy /
revenue-sensitive behavior /
transactions /
orders reward
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脚注
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基金
国家自然科学基金(72325011,71871097,72321001)
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