免運費還是發優惠券? 外送平台的最佳會員策略

Abstract

近年來，線上食品外送平台是增長最快的行業之一。為了提升客戶忠誠度和盈利能力，線上食品外送平台實施了各種會員制度。實務中，一些主要平台為其付費會員提供免費外送服務，而其他一些主要平台則提供優惠券。在本研究中，我們建立了一個賽局理論模型來分析在所有客戶都是理性的，以及一些客戶是非理性的情況下，平台和客戶的行為。 在我們的模型中，食品外送平台決定會員費的定價，而客戶則根據他們的消費習慣和會員費來決定是否成為付費會員。根據我們的分析，我們得出結論，當所有客戶都是理性的時候，平台將不會採用任何會員制度。當一些付費會員是非理性的，如果人們的訂購頻率、平台的佣金率、對外送員的補貼較高，平台將傾向於採用免運制度。相反，當平均食品價格和運費較高時，平台將傾向於採用優惠券制度。

Online food delivery platform is one of the fastest-growing industries in recent years. In order to enhance customer loyalty and improve profitability, online food delivery platforms have implemented various subscription membership programs. In practice, some major platforms provide their paid members free delivery service, and some other major ones provide coupons. In this study, we develop a game theory model to describe the behaviors and some customers and platforms under two scenarios: all customers being rational and some customers being irrational. In our model, the food delivery platform determines the pricing of membership fees, and customers decide whether to become paid members based on their consumption habits and the membership fees. Based on our analysis, we conclude that the platform will not adopt any membership subscription strategy when all the customers are rational. When some paid members are irrational, the platform will tend to adopt free delivery strategy when the people’s ordering frequency, platform’s commission rate, subsidization for the couriers is high. On the contrary, the platform will tend to adopt the coupon strategy when the average food price and freight is high.