关键词: 众包物流市场, 政府政策, 市场结构, 定价策略

Abstract: Based on different market structures of the crowdsourcing logistics market, the paper constructs the optimal pricing model with the goal of maximizing the profit of the crowdsourcing logistics platform by considering the governmental regulation policy which is incentive or restrictive to the market. The platform’s optimal pricing is solved with the optimization method and the conclusions are verified with the numerical analyses. Under the monopoly market structure, the research results show that the platform pricing increases with the externality of the cross-user network when the government adopts the incentive policy while the platform pricing is negatively related to the governmental restriction and the pricing decreases as the restriction strength of the government policy increases when the restrictive policy is adopted. Under the competitive market structure, the research results show that the platform pricing is negatively related to the differentiated coefficient of the platform service when the government adopts the incentive policy and the platform pricing increases first and then decreases as the restriction strength of the government policy increases when the government adopts the restrictive policy.

Key words: crowdsourcing logistics market, government policy, market structure, pricing strategy