资金约束下的共享平台动态竞争策略研究

With the rapid development of sharing economy, the sharing platform has been widely entered into many industries in China. The competition between the sharing platform and the original enterprise, the sharing platform and the sharing platform is increasingly fierce. Every year, many sharing platforms go bankrupt because of the disadvantage of competition. At present, the related researches mainly focus on scheduling, consumer behavior, and the impact on the original enterprise, and less involve in the competitive strategy of the sharing platform. Based on the actual situation, considering the two cases of competition, this project will study the dynamic competition strategy of sharing platform with capital constraint and dynamic characteristics of decision-making environment. The main contents of this project include three sections. Firstly, the consumer dynamic choice behavior in the sharing economy will be analyzed under considering competition. Secondly, the dynamic competition strategy of sharing platform with capital constraint will be examined in the case of competition between platform and sales enterprise. Lastly, the dynamic competition strategy of sharing platform with capital constraint will be examined in the case of competition among the sharing platform, sales enterprise and sharing platform. The results of the project will further enrich and improve the theory of operation and management under the sharing economy, and provide effective decision support for sharing platform to make competitive strategy.

随着共享经济的快速发展，共享平台这一新兴的市场主体已广泛渗入到了我国的各类行业。共享平台与原有企业、共享平台与共享平台之间的竞争也日益激烈，每年都有许多共享平台因为竞争不利而倒闭，而目前共享平台的相关研究还主要集中在调度、消费者行为以及对原有企业影响等方面，对于共享平台的竞争策略则少有涉及。本项目依据实际情况，考虑共享平台所面临的两类竞争情形，关注共享平台的资金约束状况和决策环境的动态性特征，对共享平台的竞争策略进行研究，具体包括：（1）共享经济下考虑竞争时的消费者动态选择行为研究；（2）资金约束下考虑与售卖型企业竞争时的共享平台动态竞争策略研究；（3）资金约束下考虑“平台—售卖—平台”间竞争时的共享平台动态竞争策略研究。项目成果将进一步丰富和完善共享经济下的运营管理理论，并为共享平台科学的制定其竞争策略提供有效的决策支持。

本项目从消费者行为分析为出发点，研究了影响消费者选择的主要因素，构建了消费者效用模型；其次，通过企业调研与理论分析，研究了常见共享模式优缺点及适用范围，基于此构建了各主体的收益函数；最后，综合运用感知价值理论、学习效应理论、最优控制理论、动态决策理论和博弈理论，采用数学建模与实证分析相结合的方法对各类共享模式与不同竞争情形下的竞争策略进行了研究。研究结果显示：第一，使用频率、共享成本、共享与购买的感知差异、价格等因素是影响消费者选择的主要因素；第二，各类共享平台对资金、运营能力、多样化服务能力、控制能力、服务水平等方面的需求都存在显著差异；第三，在竞争环境下企业采用各类共享模式并不能一定提高其的收益或市场占有率；第四，在农业生产性服务领域共享模式被广泛使用，主要包括农技共享、农机共享与农信共享。虽然共享模式较以前的模式提供了额外的价值，但也有一定的局限性；第五，在竞争博弈视角下得到了各类共享模式的适用范围，并得到了各类共享模式下的企业最优竞争策略。. 截止目前，标注本项目资助的已发表的学术论文共计10篇，其中SCI/SSCI检索论文4篇，EI检索论文1篇，中文核心2篇，已完成预期目标。此外，资助项目执行期间，培养全日制硕士研究生1名。