Coordination Strategy And Applied Research For Two-sided Platform Of Logistics Under Extended Services

In the actual logistics market,due to the asymmetry of supply and demand information and the non-transparent factors of supply and demand information between logistics service demand sides,the problem of waste supply and demand and the increase of social logistics costs have caused the negative social economy brought about by avoiding such problems.Influenced by the impact of the Internet economy,a logistics bilateral platform service model has been formed,which has largely solved the problem fundamentally.However,logistics platform companies must consider investing in product types and costs for their platforms,user participation behaviors in the platform,platform fees and profits,and they need to have a clear measure when analyzing these issues in order to make more accurate decision-making behaviors.Formulate effective platform pricing measures and platform coordination mechanism to provide theoretical basis.At present,experts and scholars have already well-developed theoretical studies on bilateral markets,including the theory of internal and external network externalities in bilateral market groups,the tilt pricing model of bilateral markets,and the multi-polynomy competition model of bilateral markets,etc.,which have formed a more mature theoretical system in the logistics platform.Quantitative research in the area of platform investment has also gradually developed,and there have been some results.However,when the platform provides different types of value-added services,the utility of the users in the platform is different,and thus affects the decision-making behavior of enterprises.Therefore,it is necessary to consider the research on platform decision-making by complementary value-added services and alternative value-added services.This paper aims at the decision-making problem of value-added service and logistics platform service pricing,and studies the coordination strategy of the platform when the logistics bilateral platform provides two different types of value-added services.The study found that: 1)When the logistics platform provides complementary value-added service products with logistics service providers,when the logistics platform matures,that is,when the platform provides a large number of bilateral users,the platform directly applies higher service pricing to the logistics service provider.The profit of the platform is the highest;when the platform is in the initial stage of construction and the scale of bilateral users is small,the platform adopts the highest price or free strategy for the logistics service provider,depending on the degree of externality of the logistics service provider to the logistics user: if the logistics service provider affects the logistics user When the degree is relatively small,the platform adopts a high-price strategy.If the logistics service provider has a greater externality to the logistics user,the platform adopts a free strategy for the logistics service provider.It further analyzes the impact of logistics users' basic income,unit service cost,logistics service provider's marginal revenue,and value-added service cost coefficient on the tilted pricing boundary of the platform.2)when the logistics platform and logistics service providers to replace the value-added services of products,in the case of customer participation high profit is higher,in the case of low degree of customer involvement platform to take high profit optimal strategy.Finally,further analyzes the logistics service provider of marginal benefit of platform margins,the influence of the platform while the marginal profit of the platform of logistics service providers have a positive effect,logistics service providers to obtain the higher profit margin trading on the platform,the platform and the higher profits.