Journal of Systems & Management ›› 2025, Vol. 34 ›› Issue (3): 620-636.DOI: 10.3969/j.issn.2097-4558.2025.03.002

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Pricing Strategy for O2O Food Delivery Platform with Fixed Commission Model Considering Bounded Rationality Behavior and Order Value Distribution

TAN Xinyue, TANG Jiafu, LI Tingting   

  1. School of Management Science and Engineering, Dongbei University of Finance and Economics, Dalian 116025, Liaoning, China
  • Received:2024-07-22 Revised:2024-11-07 Online:2025-05-28 Published:2025-06-12

考虑有限理性行为与订单价值分布的O2O外卖平台多比例固定抽佣模式定价策略

谭欣玥,唐加福,李婷婷   

  1. 东北财经大学 管理科学与工程学院,辽宁 大连 116025
  • 基金资助:
    国家自然科学基金资助项目(72293563,71971047,71831003)

Abstract: The multi-ratio fixed commission model used for O2O takeaway platforms can be categorized into MG and MS models, based on factors such as meal price and delivery distance. This paper proposes the concept of consumer sensitivity, assuming that consumers exhibit bounded ration, specifically, they are sensitive to the proportion of delivery fees relative to meal expenses. It analyzes the impact of factors such as consumer sensitivity, differences in meal price, and variations in delivery cost of the two models. It is found that the bounded rational behavior of consumers does not always have a negative impact on platform profits. Under the MS model, platform profits are more significantly affected by the bounded rational behavior of consumers. Regardless of the commission model adopted, the commission ratio for the SA merchant should be higher than that for the SD merchant. These research results expand the application of the Stackelberg game model in platform-based service settings and provide managerial insights for the platform to adjust the commission ratio under the fixed commission model.

Key words: consumer behavior, O2O takeaway platform, multi-proportional fixed commission model, pricing strategy

摘要: 多比例固定抽佣模式是O2O外卖平台常用的比例佣金定价方法,可分为按照餐品价格抽佣的分级抽佣模式(MG)和按照配送距离抽佣的分段抽佣模式(MS)。在分析过程中,引入了消费者敏感度的概念,并假设消费者存在对配送费占餐费比例敏感的有限理性行为,研究重点在于探讨消费者敏感度、餐品价差和配送成本差异等因素对两种抽佣模式的影响。研究发现:消费者对配送费敏感的有限理性行为并不总是对平台利润产生负面影响;在MS模式下,平台受消费者有限理性行为的影响更为显著;无论平台选择何种多比例固定抽佣模式,对于价格接受者商家,其抽佣比例应高于价格制定者商家。该研究结果扩展了Stackelberg博弈模型的应用场景,并为平台提供了在多比例固定抽佣模式下关于模式选择与抽佣比例制定的管理建议。

关键词: 有限理性, O2O平台, 多比例固定抽佣模式, 定价策略

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