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北航经管学院“至信论坛”系列讲座(2021年第8期,总第32期)

发布时间: 2021/11/15 11:44:06     点击次数:次   打印本页

讲座时间:1117日(星期三)下午1400-1530

讲座嘉宾:冯海洋 副教授

主持人:吴俊杰 教授

题目:Open vs. Closed: Assessing A Ride-hailing Platform’s Openness Strategies with Surge Demand Considered

摘要:The rise of the sharing economy has caused disruptions to traditional business-to-consumer (B2C) markets. In response, some B2C companies have turned their closed ecosystems into open platforms. This study explores whether a ride-hailing platform should serve riders only with its own vehicles (B2C mode) or adopt an open-platform strategy (hybrid mode), that is, allowing both platform-owned and private vehicles to utilize its platform to provide ride-hailing services. A two-period model with normal and surge periods is built to capture the uneven distribution of demand during a day. Our analytical results reveal that adopting the open-platform strategy allows the ride-hailing platform to purchase fewer vehicles and reduce the idle time of their own vehicles in the normal period. When the vehicle purchase cost is sufficiently high, a pure sharing model, in which the platform does not purchase any vehicle, emerges as the optimal outcome under the open-platform strategy. By admitting private drivers, the platform can lower the service price and serve more riders in the surge period, but may result in a lower service capacity in the normal period when both the vehicle purchase cost and service cost are high. Furthermore, we find that adopting the open-platform strategy can reduce the price gap between the surge and normal periods, thus alleviating public criticism of surge pricing. Interestingly, despite the identified benefits, the platform is not always better off by opening up its platform; the open-platform strategy is more likely to be profitable when the demand surge is moderate and the vehicle purchase cost is high.

个人介绍:冯海洋,天津大学管理与经济学部副教授,2020年获得国家自然科学基金优秀青年科学基金资助。2014年毕业于天津大学管理与经济学部,获管理学博士学位。主要研究领域为平台商务模式与策略、信息系统经济学、商务大数据分析。近年来在MIS QuarterlyJournal of the Association for Information Systems, Decision Support SystemsInternational Journal of Production Economics Computers & Industrial EngineeringComputers & Operations Research等期刊发表多篇学术论文。获得2018年中国信息经济学会青年创新奖,天津大学北洋青年学者——骨干教师

讲座形式:腾讯会议线上直播

会议 ID332 344 308