Based On Hotelling's Crowdsourcing Logistics Platform Pricing Research

In recent years,thanks to the rapid development of the Internet economy,the crowdsourcing model has become a new means of reducing costs and increasing profits in traditional industries.The modern logistics industry combined with the innovation of information technology and the promotion of crowdsourcing mode has gradually produced the concept of crowdsourcing logistics.At present,crowdsourcing logistics is still an emerging concept.In the promotion and operation,the crowdsourcing logistics platform not only faces the threat of traditional logistics platforms,but also competes with other homogeneous platforms.For such a platform,its platform revenue is the basis for stable development,so its pricing strategy becomes an important link that affects platform revenue and reduces platform operating costs.This paper focuses on the pricing research of crowdsourcing logistics platform,hoping to provide constructive advice for the development of crowdsourcing logistics platform.This paper reviews the characteristics and concepts of the crowdsourcing model through literature collection before conducting research on the pricing strategy of the crowdsourcing logistics platform.In addition,with reference to the research methods of multiple platform pricing,the main influencing factors of online platform pricing are analyzed and the pricing model is simply classified.The network externality theory which has an important influence on the pricing of crowdsourcing logistics platform is focused induction.The main part of this paper is the pricing strategy research of crowdsourcing logistics platform and traditional logistics platform and the strategy choice of price competition between crowdsourcing logistics platform and other crowdsourcing logistics platforms.Based on the Hotelling model,the former introduces the acceptance rate of crowdsourcing logistics platform as the influencing factor of decision-making,and analyzes its impact on the platform user demand,platform pricing and platform revenue.The latter joins elements such as network externality,and studies the marginal cost of the platform under the price discrimination strategy and the unified pricing strategy,the unit distance cost that the platform users are willing to pay,and the influence of the network externality strength on its pricing strategy.The results show:(1)The crowdsourcing logistics platform is more inclined to be a follower of the market price in the process of competition in the traditional logistics platform,and when the crowdsourcing logistics platform lies in the traditional logistics platform,when the gap in the logistics professional service level is small,the focus is on the upgrade platform.The rate is conducive to improving the pricing,user demand and platform revenue of the crowdsourcing logistics platform.(2)In the process of price competition between two crowdsourcing logistics platforms,when the price discrimination strategy and the unified price strategy narrow the marginal cost gap,and the unit travel cost that the platform users are willing to pay increases,the platform will be more inclined to choose price discrimination.Pricing Strategy.In addition,the enhancement of network externality will help the platform adopt a more flexible price discrimination strategy to reduce the platform's choice of this strategy.