Pricing Strategy And Revenue Management Of Ride-hailing Platform Based On Two-sided Markets Theory

Ride-Hailing is a product of the combination of the Internet and traditional taxis.The emergence of the Ride-Hailing is a revolution in the taxi market in China.It has changed the trading mode of traditional taxis,providing a variety of options for the way the citizens travel.The travel efficiency has adapted to the fast-paced life of the city;solved the problem of information asymmetry between drivers and passengers in the traditional taxi market,alleviated the problem of high taxi idling rate and passengers unable to get the car;optimized the taxi market resources The configuration has improved the utilization rate of private cars,complied with the trend of“green travel",responded to the call of the“shared economy' of the country,provided more job opportunities for the citizens,and contributed to the employment problem of the country.Since the rise of the Ride-Hailing,the competition between the various platforms has continued.From the beginning of the "burning money war" to the various red envelope reward systems,the problems caused by this have also emerged in an endless stream.How can the pricing of the Ride-Hailing be able to stand out from the competition?How does the government maintain the market order of the Ride-Hailing?Therefore,the pricing strategy of the Ride-Hailing platform and the Ride-Hailing supervision system are urgent issues to be researched.Ride-Hailing belongs to two-sided markets and has the typical characteristics of two-sided markets:network externality,cross-price structure non-neutral,and bilateral user multi-homing.Based on the previous research,this paper analyzes the market positioning,development prospects and social benefits of the Ride-Hailing,then summarizes two-sided markets theory and analyzes the structure of the Ride-Hailing platform and its two-sided markets characteristics.And the literature review of the Ride-Hailing supervision theory;then,taking Didi's Ride-Hailing platform as an example,the paper analyzes the impact of different pricing strategies of the Ride-Hailing in general and special circumstances on the platform revenue,and considers the passenger price preference problem.Based on this pricing model,a quadratic function of the supervisory coefficient is constructed,and the influence of the network vehicle supervision on the number of drivers,the number of passengers,the supply and demand function,the number of platform transactions,and the platform revenue are analyzed.Finally,propose corresponding management recommendations for platform management and government regulation.