Research On Price Differentiation Strategy Of LCL Platform Based On Two-sided Market

Chinese shipping industries are actively exploring “Internet +” transformation because the shipping market is now suffering a weak growth rate of the economic environment,low freight rate and high cost,and the “One Belt and One Road” Initiative has brought about a demand for international trade transformation and upgrading.This thesis studies the Less Than Container Logistics platform which is extremely important in the shipping industry,builds a differentiation price model under the background of oligopoly based on two-sided market theory,to find the feasibility and implementation method of platform's heterogeneous competition strategy by means of conducting differentiation price strategy.Firstly,a differentiation price model is established according to different types of shippers.The shippers are divided into three categories according to the number of transactions.The platform's optimal pricing strategy is analyzed with the goal of maximizing platform revenue.The model is solved in two specific situations.When the model reaches equilibrium,the relative size relationship between the optimal price,market share and platform revenue of the two platforms is compared,and numerical simulation is carried out to analyze the impact of two important parameters such as the cargo type and discount rate on them.Then,for the characteristics of container transportation with obvious difference between the slack seasons and the peak seasons,a differential pricing model is established according to the trading time,with the goal of maximizing the profit in a whole period,the optimal price of the platform and the corresponding market share,platform benefits are calculated and analyzed.Through the exploration of the two differential pricing methods,the theoretical support for the implementation of the differential pricing strategy for the managers of the LCL platform is provided.