Study On Pricing Strategy Of A Enterprise Freight Sharing Platform

The Internet + Logistics boom has emerged rapidly in the moment,it providing an opportunity to solve the problem of unreasonable use of traditional logistics resources.Logistics enterprises have combined with the rapid development of Internet information technology to build a freight sharing platform.As an online o2 o platform,the freight sharing platform connects consumers and truck drivers on both sides of the platform to quickly match the needs of both parties to integrate logistics resources and inject a powerful booster for the transformation of traditional logistics.With the capital stationed in the platform enterprises,the market competition situation has become more rigid in the past few years,and major freight sharing platform companies are exploring new management models,hoping to occupy a favorable position in the freight sharing market competition.In the process of the rapid rise of the freight sharing platform,there are many development problems and competition misunderstandings due to the imperfection of management.The biggest problem that restricts the rapid development of enterprises is the pricing of the platform.This paper will use the two-side market in the theory of industrial organization.Studying the impact of different pricing strategies on the development of the platform,and providing reference for enterprises.The main contents of this article are as follows:(1)This article specifically analyze the operation status and problems of A enterprise freight sharing platform.Firstly,it combines the actual development of A company and its problems,summarizes its operation development model,and refines the bilateral market characteristics of A enterprise freight sharing platform.It sorts out the dilemma in the market competition,and studies the paper from the static and dynamic perspectives on the platform pricing problem.(2)This model is based on static pricing issues,and analyzes the pricing strategy of the freight sharing platform from the monopolistic market environment and the competitive market environment respectively.Under the monopoly situation,the pricing structure of the platform and the network externality coefficient between the bilateral users of the platform The size of the network is different.The greater the network externality of the user on the platform side,the stronger the impact on the user side of the other side of the platform.The platform will provide a preferential price or even subsidy for the user on the side.For the user platform with higher price sensitivity coefficient,some price concessions will be formulated to prevent user loss.In the competitive market,the two platforms adopt the same pricing strategy for both users in the equilibrium state.The research shows that the platform differentiation coefficient is larger.The stronger the bargaining power of the platform,the higher the transaction fee charged to both users.As network externalities and price sensitivity factors increase,the fee charged by the platform to users is lower.In addition,the platform’s price discount for consumers will increase the profit of the truck driver.(3)Studying two competitive platforms with quality differences,how to occupy market share in dynamic competition,adopts dynamic pricing strategy to construct dynamic competition model of two platforms,discusses the service quality,network externality and consumer reputation of the platform.The effect of the utility coefficient on the optimal pricing structure was analyzed numerically.Research shows that the higher the service quality of the platform,the larger the market share of the occupation.When the network externality is close to 1,the high-quality platform enterprises can form a situation similar to the monopoly market and occupy the entire market share;with the network externality coefficient Increasing the platform will reduce the pricing of users.When the network externality coefficient increases to a certain value,the platform will even adopt a subsidy method in order to attract such users;as the relative quality coefficient between platforms increases,the platform will be consumers.Pricing will be reduced,and overall the quality of the platform is slightly higher than the low quality.In addition,in order to capture the favorable situation of the market in the development process of the freight sharing platform enterprises,the management opinions are proposed in combination with the previous theoretical research.