该平台的商业模式选择基于聚合模型的在线乘车巨头
Xueyu Zhu1, Min Guo2, Jinhong Li2
1School of Computer Science and Technology, North University of China, Taiyuan, 030000, China. 18235190831@163.com.
Scientific reports
|April 13, 2024
概括
乘车平台可以通过考虑司机异质性和平台成本来优化其商业模式. 最佳选择取决于诸如特许经营费,用户对服务质量敏感度和用户忠诚度等因素.
科学领域:
- 运营研究 运营研究
- 商业战略 商业战略
- 运输经济学 运输经济学
背景情况:
- 乘车平台通常采用三种商业模式:纯粹的自我管理,纯粹的聚合,以及混合的自我支持+聚合模式.
- 选择最佳的商业模式对于平台的成功和利能力至关重要.
研究的目的:
- 分析和比较骑乘平台的三个普遍的商业模式.
- 根据关键影响因素确定平台的最佳商业模式决策.
主要方法:
- 开发了一个分析模型来研究这三个商业模式的动态.
- 纳入了诸如驱动器异质性,平台成本,特许经营费和用户不满等关键变量.
主要成果:
- 驱动器异质性,平台成本 (自助型),特许经营费 (聚合型) 和原始用户不满意度显著影响了模型选择.
- 纯粹的自给自足模型是最佳的,当从聚合费的净利是不够的.
- 当骑手优先考虑服务质量的一致性并且用户粘性很高时,纯聚合模型是最受欢迎的.
- 自助支持+聚合模型适用于用户粘度高且自助支持成本可控的情况.
结论:
- 纯粹的自我支持,纯粹的聚合或混合模型之间的选择取决于对经济因素和以用户为中心的指标的战略评估.
- 平台必须动态评估市场条件,运营成本和用户行为,以选择最有利的业务策略.
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