Abstract: In view of the mismatch between supply and demand in the transportation market, this paper considers the cancellation behavior of customers after booking an order on the online car-hailing platform. With the goal of maximizing platform profits, we first establish a passenger selection model to calculate the probability of customer cancellation, and then construct profit model with high demand and low demand to solve the optimal pricing of the platform. Studies have shown that the establishment of appropriate penalty rules can effectively reduce the probability of canceling orders and increase platform profits. The optimal pricing increases with the improvement of service quality. During the off-peak period of taxi-hailing, the platform can increase the profit of the platform by improving the service quality. The optimal pricing of the platform during off-peak hours decreases with the increase of taxi fares, while the peak pricing strategy is less affected by taxi fare.

Key words: car-hailing platforms, pricing strategy, order cancellations, penalty rule

摘要： 针对乘运市场供需不匹配的情况,考虑乘客在网约车平台预约订单后的取消行为,以平台利润最大化为目标,首先建立乘客选择模型计算乘客取消订单概率,再分别构建市场供过于求和供不应求状态下的利润模型,求解平台最优定价。研究表明:制定适当的违约规则可以有效减少乘客取消订单的概率,提高平台利润;最优定价随着服务质量的提高而增加,在打车非高峰期,平台可以通过提高服务质量来增加平台利润;非高峰期平台最优定价随着出租车费用的增加而减少,而高峰期定价策略受出租车费用影响较小。

关键词: 网约车平台, 定价策略, 取消订单, 违约规则