Research On Pricing Of M Network Freight Platform Considering Service Quality

The logistics industry in China is a vital pillar of economic development.In recent years,the rapid development of network freight transportation,supported by internet information technology and new business models,has further reduced logistics costs,improved vehicle and cargo matching efficiency,and to some extent,solved the problem of difficulties in obtaining traditional logistics industry invoices and taxes.However,the current network freight transportation market is highly competitive,and service homogeneity is very high.While many network freight transportation enterprises have emerged in the market,a large number of freight platforms with poor service quality and irregular operations have been eliminated.For network freight transportation enterprises,discovering and improving service quality issues while also pricing reasonably is the key to development.M network freight transportation platform provides vehicle and cargo matching services,as well as related supporting and value-added services to shippers and carriers.It has obvious bilateral market attributes.The M platform charges membership fees to both sides of its user base.If the membership fee is set too high,it will cause a decline in the user base,while setting the membership fee too low will lower the profits of the M platform,which is harm for long-term development.Based on the background,this paper studies the pricing problem of the M network freight transportation platform based on the relevant theory of bilateral markets.This paper sorts and analyzes the main services provided by the M network freight transportation platform and finds that there are service quality issues in both invoice and tax services and vehicle and cargo matching services.This paper summarizes the actual business scenario of the M network freight transportation platform as monopolistic and competitive,and then based on the consideration of service quality factors,establishes pricing models for monopolistic and competitive markets based on the Armstrong model and the Hotelling model,respectively.By deriving and simulating the pricing model,the impact of various factors on pricing is analyzed and the optimal pricing structure for different types of markets is obtained.The results show that in a monopolistic market,cross-network externalities between bilateral users and platform service quality are important factors affecting the pricing of the M platform.In a competitive market,in addition to cross-network externalities and platform service quality,differences in service quality between the M platform and competing platforms and users’ different attribution behaviors will also have a significant impact on pricing.When there are significant differences in service quality,the platform that provides higher quality services can set higher prices to obtain greater profits.Therefore,this paper believes that the M network freight transportation platform should start with improving the quality of invoice and tax services and vehicle and cargo matching services to enhance its advantages in the network freight transportation market.Finally,based on the current development status of the network freight transportation industry and the analysis results of the pricing model,this paper proposes some reasonable suggestions for how the M platform can improve its invoice and tax services and vehicle and cargo matching quality while also pricing reasonably.