Research On Pricing Method In The Sharing Economy

Sharing economy plays a positive role in reducing the social sharing economy idle cost,environmental protection,stable employment and expand demand and has huge potential.And sharing economy not only provides a new business thinking for companies,but also changes the way of living and consumption for people.In 2019,the sharing economic domestic market turnover reached 3.2828 trillion yuan.Under the thinking of sharing economy,the characteristics of market structure are changing obviously,and the traditional manufacturers' pricing strategy still needs to be further discussed and updated,especially for the two main pricing methods: second-degree price discrimination and thirddegree price discrimination.In view of this,based on the analysis of market data in sharing transportation,this paper studies the second-degree price discrimination and the third-degree price discrimination under the sharing economy market.The main work of this paper is as follows:First of all,by exploratory data analysing,based on the public data in the sharing transportation market,this paper find that: the sharing bike market and sharing rental car market form oligarch competition across the country,and the consumers have the features of variety seeking purchase and disgust congestion,and the manufacturers of membership system can significantly affect the consumer demand,and basing the demand fitting curve,it is found that there are obvious differences between different types of consumer demand.Secondly,based on the fitted demand curve,the optimal pricing packages and conditions of monopoly in the face of n type of demand curve are discussed.It is found that when the observed difference coefficient of consumer demand is more than 2 times that of consumers with sub-low demand,the company should be further classified and the second degree price discrimination should be implemented according to consumers with high demand.At the same time,the game analysis of two new consumer groups and new and old consumer groups is introduced.Finally,based on the results of the evolutionary game,a multidimensional game equilibrium of two degree price discrimination is studied.According to the two game equilibrium results,it is found that: since new consumers are always willing to combine orders to buy products in order to save costs,and the high demand groups observed by manufacturers are overestimated.And due to the influence of the combined order attribute,the manufacturers can make use of the group purchase attribute to carry out second-degree price discrimination and give lower prices to consumers with greater demand impact.Similarly,due to the influence of social demand,old consumers can help companies to attract new consumers to buy,so manufacturers can adopt the second-degree price discrimination strategy to use social demand factors to guide old customers to attract new consumers and to expand the total market demand.Finally,based on the characteristics of consumers' variety seeking purchase and aversion to congestion,considering the duopoly firms' implementation of membership system,a two-stage perfect information dynamic game model is established to study the maximum profit and optimal pricing of firms.According to the equilibrium results of the game,it is found that in the first stage,the manufacturers share the market equally;in the second stage,they adopt third degree price discrimination to set low prices for old customers and higher prices for new customers;at the same time,the variety seeking purchase factor are in direct proportion to the profits of the manufacturers;the member price and member coverage are in inverse proportion to the profits of the manufacturers.Therefore,it is suggested that manufacturers reasonably set the member price,and control the coverage rate of members in users,and enrich the product line to obtain higher profits by taking advantage of consumers' characteristic of variety seeking purchasing.