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研究院论坛:NO.39 Will dynamic pricing outperform? Theoretical analysis and empirical evidence from O2O on-demand food service market
2020年10月15日

报告题目:Will dynamic pricing outperform? Theoretical analysis and empirical evidence from O2O on-demand food service market

报 告 人:佟婷婷

报告时间2020年10月15日(周四),13:30-15:00

报告地点:明哲楼504(本报告同时进行线上直播)

主办单位:现代供应链管理研究院

【报告人简介】

佟婷婷于2016年起为东北财经大学国际商学院的副教授。她毕业于美国佐治亚理工学院经济系。她的研究方向包括劳动经济学和实证运营管理等。她的论文发表在多篇期刊,包括China Economic Review, Applied Economics, Journal of Transport Geography, 和 International Journal of Production Economics等。 主要承担《计量经济学》和《发展经济学》等本科及硕士研究生教学工作。

【摘要】

This study attempts to identify the pricing strategy of three most-commonly used on-demand food service platforms in China based on detailed information of more than 240,000 orders, and further evaluates the impact of pricing strategy on platform performance. We find that some platforms adopt dynamic pricing strategies,while other platforms adopt static pricing strategies. Considering the unique structure of the O2O on-demand food service market in China, we develop a dyadic two-sided market theory and demonstrate that compared with static pricing strategies, dynamic pricing strategies perform better. Consistent with our theory, our empirical analysis also suggests that platforms adopting dynamic pricing strategies have a significantly higher level of demand compared with platforms adopting static strategies. In addition, our results indicate the importance of delivery speed, red envelopes, and ratings in promoting demand.

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