考虑用户细分的O2O平台差异性补贴策略

摘要/Abstract

摘要： 针对典型O2O平台，构建用户、商家、平台三方参与的序贯博弈模型。考虑用户消费行为不确定情境，揭示了统一补贴策略时存在最佳服务质量及最佳补贴策略均衡，使得平台、商家获取自身利益最大化。为进一步分析用户需求特征，在用户细分情境下探讨了不同收益共享合同形式（相同抽成比例、不同抽成比例）的差异性补贴策略博弈均衡。研究发现，用户细分有助于平台构建更稳定的用户关系，帮助平台将有限营销资源投放在有更高服务需求的用户群体上。为改善相同抽成比例下，高边际支付意愿用户出现的低服务质量现象，本文提出了不同抽成比例的合同形式。分析了不同情境的抽成变化对消费行为及平台参与方决策的影响，发现平台并非总倾向于利用大数据杀熟。本文研究为平台运营、平台治理提供了管理建议。

关键词: O2O平台, 消费者行为, 用户细分, 补贴策略, 服务质量

Abstract: In the context of Online to Offline (O2O), we purpose a sequential game participated by platform manager, merchants, and users. Considering the stochasticity of consumption behavior, this study shows the equilibrium of service quality and subsidy level in the case of unified subsidy strategy. To further analyze the characteristics of user demand, the game equilibrium of user segmentation is explored under different contract forms (Single and Differential commission rate). The result shows that user segmentation supports platform in building more stable customer relationship and helps them allocate constrained marketing resources to user group with higher service demand. To improve the low service quality obtained by high-value users under the Single commission rate, this paper proposes a contract from with Differential commission rate. The study analyzes the impact of different scenarios of commission rate on consumption behavior and operation decisions, and finds the platform does not always tend to use “big-data enabled price discrimination against existing customers” on O2O platform. Our results provide managerial insights for platform operations and governance.

Key words: online to offline platform, consumer behavior, user segmentation, subsidy strategy, service quality

康亚玲, 吴志樵. 考虑用户细分的O2O平台差异性补贴策略[J]. 管理评论, 2026, 38(7): 241-251.

Kang Yaling, Wu Zhiqiao. Differential Subsidy Strategy of O2O Platform Considering User Segmentation[J]. Management Review, 2026, 38(7): 241-251.

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