Pricing Strategies of Enterprises under Servicizing Business of Sharing Economy
In recent years,with the development of the sharing economy and the enhancement of people's aware-ness of environmental protection,a new business model and consumption model has gradually emerged---servicizing business.With the continuous development of servicizing business,enterprises have produced a variety of pricing methods.In the case of considering the pooling effect,three different pricing methods exist in the servicizing model of the sharing economy:pay-per-use mode(PPU)and monthly card mode(MC),and a hybrid mode(HM)in which two pricing methods coexist,the optimal pricing method selection of enterprises with the goal of maximizing profits and optimal pricing strategies is studied under different modes,and the environmental friendliness of different business models and the impact of pooling effect on the optimal operating strategies of enterprises is discussed.Research shows that the three pricing methods under the servicing model all have the optimal pricing that maximizes the profit of the enterprise;in the hybrid model,consumers with lower demand frequency prefer the PPU mode,and consumers with higher demand frequency prefer MC mode,and lowering PPU pricing will effectively expand the market size;when the pooling effect is strong,the company should choose the PPU model with the highest profitability and higher environmental friendliness,and when the pooling effect is weak,the company should choose MC mode with more stable profit.The operational decision-making suggestions for enterprises are provided under the servicizing mode of the sharing economy to promote the sustainable development of servicizing business.
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