Research On Optimal Pricing Strategy Under B2C Berth Sharing Business Model

With the increasing gap of parking berths in cities,shared parking is actively carried out to alleviate the outstanding contradictions of the total imbalance of supply and demand for berths and uneven use of space-time resources.This paper focuses on the problems existing in the practice of berth sharing,such as the lack of sharing power,the inefficient integration of idle berth resources,and large potential safety hazards.Based on the development trend of parking industrialization,this paper discusses the practical business management model of berth sharing,and further studies the optimal pricing strategy of berth sharing to fully mobilize the enthusiasm of all parties and promote the sustainable development of berth sharing.First of all,starting from the operation management mechanism of berth sharing,it is recommended to use platform capital to implement the strategy of berth repurchase under the B2 C business model to separate the ownership and use right of fixed berth,and all shareable berths adopt a mobile berth management model of mobile and temporary renting.It can not only effectively integrate the idle berth resources,improve the market competitiveness of the shared platform,but also shorten the time of searching for the designated berth by the sharing requester and improve the sharing efficiency.In order to meet the safety and efficiency demands of all parties involved in berths sharing,a time sharing and selection mode is implemented in the region,that is,the external temporary parking demanders adopt the day-time block sharing mode,while the fixed sharing demanders adopt the night-time protocol sharing mode,which effectively improve the practicability of berth sharing.Secondly,taking private parking facilities as the research object,the paper constructs a time series model guided by the short-term dynamic parking demand prediction of berth sharing.Based on the stability of the time-varying sequence of vehicle arrivals and the potential cointegration relationship between parking space occupation and vehicle arrival under the constraints of total number of parking spaces allocated,it is clear that the modeling process is to prioritize the construction of a vector autoregressive model that reflects the dynamic relationship between vehicle arrival and parking spaces occupancy,followed by the autoregressive integrated moving average model.Under the goal of taking into account the benefits of berth sharing and the turnover rate of public parking spaces,a minimum sharing time constraint of 1.5 hours is determined based on the parking time distribution characteristics of public parking spaces,and the larger value between the lower limit of 5% proportion of the total number of existing berths and the maximum prediction error of the parking demand prediction model is used as the reserved berth amount.On the premise of giving priority to ensuring its own parking demand,the strategy for determining the number of open berths and time window distribution for each period of berth sharing is determined.Finally,in order to reflect the price elasticity of parking demand under the competition-oriented pricing strategy,based on the stochastic utility theory,the uniform design method is used to design multi-factor and multi-level SP research scheme of parking choice willingness including parking rate,parking time,parking occupancy rate and walking distance,and quantifies the discrete parking selection behavior model under the combined effects of parking and walking utility.In order to give consideration to the benefits of the operation manager of the shared berth and the benefits of public berth social services,Based on the weighted sum method,three basic pricing objectives,which are maximizing the revenue of the shared berth management platform,minimizing the standard deviation with the parking time more than 2h in the public berth and minimizing the proportion of illegal parking,are respectively given reasonable expected weights to build a single objective berth shared pricing model.The optimal pricing scheme of shared berths is discussed in two scenarios: fixed parking rates of public berths or dynamic changes with their occupancy rates.Then,the simulated annealing algorithm is used to solve the model,and the rationality of shared parking pricing is judged by two indicators of shared berth sharing efficiency and public berth turnover rate.The case result shows that under the static and dynamic pricing models of public berths,the optimal parking rates for shared berths are 26.39 yuan/h and 25.95 yuan/h,respectively.and it is recommended to implement government subsidies and the management party's modest profit-making strategy to regulate the traveler's potential psychological price corresponding to the optimal pricing approaching its actual willingness to pay.