Research On Dynamic Pricing Of Logistics O2O Platform In Two-sided Markets

Traditional logistics companies may continue to occupy a considerable market share in the future of Chinese logistics industry landscape with the help of emerging e-commerce tools,but they are also actually being impacted by crowdsourcing models and logistics platforms that have emerged with the help of O2 O services.One point can be seen from the traditional O2 O transformation of logistics companies.With the rapid development of Internet information service technology,O2 O,the product logistics in the new economic era,has begun to become fully popular.With the pursuit of capital and introduce of scientific operation management,it will gradually become mature in the next few years.Looking at the new situation of the entire logistics industry in China,although all kinds of emerging logistics O2 Os are also facing certain risk challenges,the combination of online and offline logistics O2 O will still be the general trend.However,for its rapid development,logistics O2 O also inevitably has considerable market pain points.For instance,it highlights the platform pricing problem that needs to be solved.I will fully use the knowledge of the economics of the industrial organization theory that I have learned and try to explore this issue.Because of its powerful resource integration capabilities,the Internet service business model has also formed a new business ecosystem such as “Internet + logistics” in the logistics field.The third chapter of this paper explores the ecological structure of logistics O2 O platform in detail.For a better study of the two-sided market of logistics O2 O platform,compare the traditional unilateral market,and use common manufacturing companies as examples to illustrate the trading structure of the general manufacturing industry.The total manufacturer's revenue level is the sum of the cost of purchasing raw materials(which is regarded as the negative unit raw material price)and the fees charged by the consumers.Assuming that adjustments to the allocation of price structures are maintained without changing the overall level of vendor returns,such as reducing the cost of charging consumers and increasing the price of raw materials for negative units,then the number of consumers will increase rapidly,but upstream suppliers of raw materials will not increase rapidly with the increase of downstream consumers' scale,they will increase their willingness to trade with vendors,and they will even shift to other vendors,and vice versa.Therefore,for the traditional unilateral market,it is impossible to increase the trading volume by adjusting the price structure.However,as an emerging economy,the two-sided O2 O platform for logistics is completely different.Because of the existence of cross-networking effects,the larger the number of logistics demand parties(logistics providers)on the platform,the greater the attraction and increase of more logistics providers(logistics demand parties)settled in the platform to increase the trading volume of the platform.Therefore,the platform can adopt a price discrimination strategy to adjust the price structure of the logistics demand side and the two-sided users of the logistics provider in order to maximize their own total revenue level and social welfare.However,with the research deep-going,I also discover that the user size is not the only factor affecting the network effect,in fact the user's picking distance preference behavior has an important impact on the utility of the other side of the logistics platform and the platform value creation,so the user scale and the distance are regarded as a platform strategic resource,and then the platform pricing issue is discussed.Based on this point,the fourth chapter studies the static pricing problem under the monopoly of logistics O2 O platforms.Differentiated matching services on the same platform should generate differentiated pricing,which can attract more users with different preferences in the market.The platform trades and the monopoly achieves the best return on the platform.The fifth chapter studies the dynamic pricing problem under the competition of logistics O2 O platform.The result shows that "winner-take-all" is not necessarily an inevitable phenomenon in the two-sided market.After the animal stream O2 O platform can enter the market with more innovative business models and technological advantages,taking into account the spatial distance preferences of different development strategies.