Analysis Of Car-hailing Platform And Pricing Strategy

In recent years,the rapid development of car-hailing platforms such as Didi and UCAR has not only compensated for the asymmetry of information in the traditional taxi market,but also impacted the traditional taxi operation model with its flexible price adjustment mechanism,which has brought new challenges to the current public transportation price management.Therefore,it is necessary to study the pricing model of the car-hailing platform based on the dual perspectives of the government and the platform,so as to ensure the harmony and stability of the entire car-hailing market.First,by investigating the development history of domestic and international car-hailing platforms,and specifically combining China's top ten car-hailing brands in terms of votes,attention,likes,and registered capital,the number of car-hailing trips and existing pricing strategies are summarized and analyzed;Secondly,from the perspective of the government and the car-hailing platform,using the queuing theory and the birth and death model to describe the flow process of the car-hailing driver in the system,based on the static pricing strategy and the dynamic pricing strategy,the social welfare maximization and the platform profit maximization were established.The model is validated,and the existence of the model solution is proved using Brouwer's fixed point theorem.The social welfare value and platform profit value of the static pricing and dynamic pricing strategies under different market sizes are compared.Thirdly,by changing the basic parameters of the model(average passenger ride time,the probability of the driver leaving the system,etc.),the pricing strategy based on social welfare maximization and platform profit maximization and the pricing differences between the two were examined;Finally,by comparing the actual situation of different tier cities,the specific application of the model in real life is examined,and the pricing strategies for maximizing social welfare and platform profit maximization of different tier cities are analyzed in detail,and reasonable pricing recommendations are proposed.Through research,this article clarifies the pricing strategy of the car-hailing platform in the context of the "Internet+" era,and draws the following conclusions:(1)The social welfare(platform profit)obtained by the car-hailing platform through dynamic pricing strategy is always greater than or equal to the social welfare(platform profit)obtained by the static pricing strategy.(2)Social welfare(platform profit)is negatively related to the average ride time and the probability of the driver leaving the system,and is positively related to the passenger/driver psychological expected price distribution and the initial arrival rate of the driver and passenger.(3)Compared with the model of maximizing social welfare,the platform pricing based on maximizing platform profits is higher,and the sharing factor is lower.(4)The greater the supply and demand,the greater the transaction volume;the higher the driver and passenger psychological expectations,the higher the price of the platform;the higher the population density,the greater the social welfare of the ride-hailing platform than the platform profit.(5)The government can formulate macro-control policies for the pricing of car-hailing platforms:the sharing factor given to drivers by the platform should be controlled at about 0.5-0.7.The research conclusion of this paper provides a theoretical basis for the current pricing strategy of the car-hailing platform,which is conducive to the sustainable development of the car-hailing market.