Research On Pricing Strategy Of Network Freight Platform Under Different User Attribution Behaviors

With the improvement of national economic level and the development of logistics industry,the business model of "Internet plus" has brought new development opportunities to China’s road freight industry.The emergence of online freight platforms has solved the problem of delayed matching of vehicles and goods due to information asymmetry.In the past three years,online freight platforms,as a typical representative of the digital economy,have developed rapidly.Due to the large influx of initial funds,it has cultivated a certain user base through a "free" or "subsidized" pricing model.However,in order to achieve rapid development,it is necessary to establish a reasonable pricing strategy,expand the scale of cargo owners and car owners,and achieve greater profits.The online freight platform provides services to the owner and the owner at different prices.These services promote the two parties to conclude transport service transactions on the platform,so it has obvious characteristics of the Two-sided market.The attribution behavior of bilateral users affects the Pricing of the online freight platform.Based on the Two-sided market theory,this paper fully considers the different attribution behaviors of bilateral users,and uses Salop’s circular market model to build the optimal pricing model of online freight platform users under different attribution behaviors.When the market reaches equilibrium,the cross Network effect The impact of platform differences and the proportion of multiple user affiliations on platform pricing,profits,and overall social welfare was analyzed,and the pricing influencing factors and profitability under four different affiliation behaviors were compared and analyzed.Provide effective suggestions for the development of online freight platforms.The results show that:(1)When the pricing method of charging membership fees to bilateral users is adopted,if unilateral users choose partial multi ownership behavior,in order to maximize Profit maximization,the network freight platform should adopt the strategy of inclined pricing(2)The behavior of multiple user affiliations will bring about a larger market scale,and the platform’s pricing,platform profits,and overall social welfare for users will also increase.Therefore,online freight platforms should allow users to choose multiple attribution behaviors.(3)The greater the difference between platforms,the higher the pricing and profits that the platform can earn.Therefore,the platform should provide users with diverse services.