关键词: 网约车平台, 需求波动性, 差异化服务, 定价决策, 多元微分

Abstract: This study focuses on the optimal pricing problem of two ride-hailing brands on a single platform. Considering the differentiated service quality and market demand fluctuation, the ride-hailing dynamic models under dynamic price, differentiated price and static price modes are established respectively, and the conditional extreme values of multivariate functions and functionals are used to obtain the optimal pricing strategies of two ride-hailing brands. The results show that the optimal dynamic price and differentiated price both change monotonically with the duration of demand fluctuation, but not monotonically in the static price. In addition, when the differentiated service increases, the optimal prices of the two ride-hailing brands will be all increased, but high-quality brand will have a higher increase in price. When the fixed commission return rate increases, the optimal prices will be all increased, but the brand with larger marginal loss costs will have a higher increase in price. Finally, a comparison and sensitivity analysis of platform profits under different price modes is carried out through numerical simulation, which finds that the profits under the three price modes will have little difference when the market demand is stable.

Key words: ride-hailing platform, demand fluctuation, differentiated service, pricing decisions, multiple differential