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| Research on Pricing Strategy of Freight Transport Sharing Platform under Different Behaviors of Users |
| WANG Zhihong，FU Changtao |
| Donghua University, Shanghai, China |
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Abstract The pricing strategy of the freight sharing platform is affected by the behaviors of bilateral users. This study combines the characteristics of two-sided markets and builds a pricing model for freight sharing platforms. It mainly focuses on analyzing the pricing strategy for the freight sharing platform under the different attribution behaviors of the platform bilateral users. The study shows that when the attribution behavior of bilateral users is consistent, the freight platform will increase its own profits by improving its own matching ability. When both sides of users are single-homing, the platform charge registration fees and transaction fees. When both sides of users are partially multi-homing, the platform only charges registration fees. When the attribution behavior of bilateral users is different, the platform adopts different pricing strategies according to its matching ability, the remuneration paid by the freight demander and the network externality coefficient generated by the freight supplier. At the same time, the number of partial multi-homed users is related to the degree of the platform differentiation.
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Received: 03 January 2019
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