Pricing Of Car-Hailing Platforms With Individual Heterogeneity

In 2018,Didi event led to a sharp decrease in the number of users of Didi platform,and the development of other online car hailing platforms was also greatly affected.If the online car hailing platform wants to maintain and increase its existing market share,To car-hailing platform,on the one hand,they should ensure the continuous consumption of consumers,on the other hand,they need to ensure the continuous supply of suppliers to maintain and increase its existing market share.And the price is the most important issue that both parties are concerned about.In addition,psychology theory points out that the consumer group and supplier group of car-hailing platform are composed of a large number of individuals with different personality characteristics,and the differences caused by personality characteristics will lead to different expectations of the price of online car-hailing platform.Therefore,from the perspective of individual heterogeneity,it is of great significance to study how individual heterogeneity affects the pricing of car-hailing platform.In this paper,a questionnaire survey is used to collect the actual data and investigate the factors that affect the price expectations of suppliers and consumers of online car-hailing platform.Further,based on the actual research data,the paper studies the bilateral pricing model of car-hailing platform and compared with different pricing models.The results show that different grouping levels of monthly disposable income,living condition,occupation and region have different effects on the price expectation of car-hailing users;the different grouping level of living conditions and areas have different impact on the price expectations of the drivers of car-hailing;The simulation results show that in the bilateral pricing mode,the higher the price expectation of consumers is,the larger the market share of the platform is,and the increased heterogeneity of consumers caused by the expansion of market share will not affect the market share of the platform.The higher the supplier’s expectation of price is,the weaker the impact on the current market share of the platform is;The example analysis shows that considering all the income level users,the bilateral pricing mode is the best one for the online car Hailing platform.Based on individual heterogeneity,this paper proves the advantages of the bilateral pricing model,to provide a reference for people related to the car-hailing platform.