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MBA硕士毕业论文_滴出行平台定价策略研究PDF

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I 摘要 移动互联网的泛起推动了互联网与传统产业的创新和整合,互联网技术也推 动了出租车行业的变革?滴滴打车、快的打车、易到用车等大批打车软件接踵应 运而生,凭借着快捷、方便的服务,被广大出行用户接受。中国网约车用户量相 当庞大,如何实现拥有如此大规模用户的网约车平台的商业价值仍处在探索阶段。 北京嘀嘀无限科技发展有限公司(以下简称滴滴出行平台)作为目前国内市 场占有率最高的网约车平台企业,随着平台用户规模的不断扩展,不停寻找盈利 方式。 本文基于市场理论、统计理论及定价相关的理论,同时,根据网约车平台具 有的双边市场特征,以平台利润最大化为目标,分别对垄断和双寡头垄断条件下 的滴滴出行平台设定乘客和司机的效用函数及平台利润函数,构建定价模型,制 定定价策略,并通过问卷调查及问卷分析对定价模型进行了有效验证。 本文基于网约车的双边市场特征,分别对垄断和双寡头垄断条件下的滴滴出 行平台设定乘客和司机的效用函数及平台利润函数,推导出滴滴出行平台的定价 模型,通过对定价模型的分析,提出定价策略建议,并通过问卷调查的方式对定 价策略建议的合理性进行了初步的判断。 本文通过研究滴滴出行平台的定价策略不仅对滴滴出行企业实现利润增长 具有参考意义,还可以为其他网约车平台企业的发展提供一定借鉴,引导中国网 约车行业实现健康有序发展。 关键词:滴滴出行平台,网约车,双边市场,定价模型,定价策略 Abstract II Abstract The emergence of mobile Internet has promoted the innovation and integration of the Internet and traditional industries. Internet technology has also promoted the transformation of the taxi industry. A large number of taxi software such as dripping taxis, fast taxis, and easy-to-use vehicles have emerged, with fast and convenient The service is accepted by the majority of travel users. The number of network car users in China is quite large. How to realize the commercial value of the network car platform with such large-scale users is still in the exploration stage. Beijing Hao Unlimited Technology Development Co., Ltd. (hereinafter referred to as Didi Travel Platform) is currently the most popular online platform platform enterprise in the domestic market. With the continuous expansion of platform users, it is constantly looking for profitable methods. According to the characteristics of the bilateral market of the network car platform, this paper aims at maximizing the profit of the platform, and sets the utility function and platform profit function of the passengers and drivers for the dip travel platform under the oligopoly and competition conditions, and constructs the pricing model. The model is analyzed to propose the pricing strategy of the Didi travel platform, and then the rationality of the pricing strategy is judged through the questionnaire survey. Based on the web about car of bilateral market, monopoly and duopoly respectively under the condition of monopoly drops travel platform setting passengers and drivers of the utility function and platform, the profit function drops travel platform pricing model is deduced, through the analysis of the pricing model, recommending pricing strategy, and through the way of questionnaire survey on the rationality of the pricing strategy suggestion has carried on the preliminary judgment. This paper studies the pricing strategy of Drip Travel Platform not only for the profit growth of Drip Travel Enterprises, but also provides some reference for the development of other network car platform enterprises, and guides China's network car industry to achieve healthy and orderly development. Keywords:Didi; Net Car; Bilateral Market; Pricing Model; Pricing Strategy 目 录 III 目录 第1章 绪论 ............................................................................................................................. 1 1.1 研究背景与意义 ..................................................................................................... 1 1.1.1 研究背景 ..................................................................................................... 1 1.1.2 研究意义 ..................................................................................................... 4 1.2 国内外研究综述 ..................................................................................................... 4 1.2.1 网约车现象相关研究 ................................................................................. 4 1.2.2 双边市场定价的相关研究.......................................................................... 6 1.2.3 文献评述 ..................................................................................................... 7 1.3 研究内容 ................................................................................................................. 8 1.4 研究方法与技术路线.............................................................................................. 8 1.4.1 研究方法 ..................................................................................................... 8 1.4.2 技术路线 ..................................................................................................... 8 第2章 理论综述 .................................................................................................................. 10 2.1 相关概念界定 ....................................................................................................... 10 2.1.1网约车平台 ................................................................................................ 10 2.1.2双边市场 .................................................................................................... 10 2.1.3 定价与效用 ............................................................................................... 10 2.2 相关理论 ............................................................................................................... 11 2.2.1 市场理论 ................................................................................................... 11 2.2.2定价理论 .................................................................................................... 12 2.2.3 统计学理论 ............................................................................................... 13 第3章 滴滴网约车平台定价模型的构建 .......................................................................... 15 3.1网约车平台定价影响因素分析 ............................................................................. 15 3.2网约车平台定价策略研究思路 ............................................................................. 15 3.3 垄断条件下滴滴出行平台定价模型 .................................................................... 17 3.3.1模型构建 .................................................................................................... 17 3.3.2模型分析 .................................................................................................... 21 3.4双寡头垄断条件下滴滴出行平台定价策略 ......................................................... 22 3.4.1 模型构建 ................................................................................................... 23 3.4.2 模型分析 ................................................................................................... 25 第4章 滴滴网约车平台定价策略与实证分析 .................................................................. 27 4.1 滴滴网约车平台定价策略 .................................................................................... 27 目 录 IV 4.1.1垄断条件下的平台定价策略..................................................................... 27 4.1.2 双寡头垄断条件下的平台定价策略 ........................................................ 28 4.2 滴滴定价策略的有效性实证分析 ........................................................................ 29 4.2.1问卷设计及收集数据 ................................................................................ 29 4.2.2数据分析 .................................................................................................... 30 4.3 调查总结 ............................................................................................................... 35 第5章 结论与建议 .............................................................................................................. 36 5.1 结论 ....................................................................................................................... 36 5.2 建议 ....................................................................................................................... 36 5.3 展望 ....................................................................................................................... 37 致谢 ....................................................................................................................................... 38