摘要
随着共享经济的发展与人们环保意识的增强,一种新的商业模式及消费模式逐渐兴起——服务化模式。随着服务化模式不断发展,产生了多种定价方式。本文在考虑聚集效应的情况下,针对共享经济服务化模式中存在三种不同的定价方式:按次收费模式(PPU)和月卡式收费模式(MC)以及两种收费方式并存的混合模式(HM),研究以利益最大化为目标的企业最佳定价方式选择及不同模式下的最优定价策略,深入探讨不同定价模式下环境友好度及聚集效应对企业最优运营策略的影响。研究结果表明:服务化模式下三种定价方式均存在使企业收益最大化的最优定价策略;在混合模式下,需求频次较低的消费者偏向选择PPU方式,需求频次较高的消费者偏向选择MC模式,并且降低PPU定价会有效扩大市场规模;当聚集效应较强时,企业应该选择盈利水平最高、环境友好度更高的PPU模式,当聚集效应较弱时,企业应该选择盈利更加稳定的MC模式。
In recent years,with the development of the sharing economy and the enhancement of people's awareness of environmental protection,a new business model and consumption model has gradually emerged---servicizing business.With the continuous development of servicizing business,enterprises have produced a variety of pricing methods.In the case of considering the pooling effect,three different pricing methods exist in the servicizing model of the sharing economy:pay-per-use mode(PPU)and monthly card mode(MC),and a hybrid mode(HM)in which two pricing methods coexist,the optimal pricing method selection of enterprises with the goal of maximizing profits and optimal pricing strategies is studied under different modes,and the environmental friendliness of different business models and the impact of pooling effect on the optimal operating strategies of enterprises is discussed.Research shows that the three pricing methods under the servicing model all have the optimal pricing that maximizes the profit of the enterprise;in the hybrid model,consumers with lower demand frequency prefer the PPU mode,and consumers with higher demand frequency prefer MC mode,and lowering PPU pricing will effectively expand the market size;when the pooling effect is strong,the company should choose the PPU model with the highest profitability and higher environmental friendliness,and when the pooling effect is weak,the company should choose MC mode with more stable profit.The operational decision-making suggestions for enterprises are provided under the servicizing mode of the sharing economy to promote the sustainable development of servicizing business.
作者
谭春桥
李尽展
陈晓红
邓志诚
Chunqiao Tan;Jinzhan Li;Xiaohong Chen;Zhicheng Deng(School of Business,Central South University,Changsha 410083,China)
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2024年第6期57-67,共11页
Chinese Journal of Management Science
基金
国家自然科学基金项目(71991463,72371132,71971218)。
