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Prices and Subsidies in the Sharing Economy

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 Added by Zhixuan Fang
 Publication date 2016
and research's language is English




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The growth of the sharing economy is driven by the emergence of sharing platforms, e.g., Uber and Lyft, that match owners looking to share their resources with customers looking to rent them. The design of such platforms is a complex mixture of economics and engineering, and how to optimally design such platforms is still an open problem. In this paper, we focus on the design of prices and subsidies in sharing platforms. Our results provide insights into the tradeoff between revenue maximizing prices and social welfare maximizing prices. Specifically, we introduce a novel model of sharing platforms and characterize the profit and social welfare maximizing prices in this model. Further, we bound the efficiency loss under profit maximizing prices, showing that there is a strong alignment between profit and efficiency in practical settings. Our results highlight that the revenue of platforms may be limited in practice due to supply shortages; thus platforms have a strong incentive to encourage sharing via subsidies. We provide an analytic characterization of when such subsidies are valuable and show how to optimize the size of the subsidy provided. Finally, we validate the insights from our analysis using data from Didi Chuxing, the largest ridesharing platform in China.

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Loyalty programs are important tools for sharing platforms seeking to grow supply. Online sharing platforms use loyalty programs to heavily subsidize resource providers, encouraging participation and boosting supply. As the sharing economy has evolved and competition has increased, the design of loyalty programs has begun to play a crucial role in the pursuit of maximal revenue. In this paper, we first characterize the optimal loyalty program for a platform with homogeneous users. We then show that optimal revenue in a heterogeneous market can be achieved by a class of multi-threshold loyalty program (MTLP) which admits a simple implementation-friendly structure. We also study the performance of loyalty programs in a setting with two competing sharing platforms, showing that the degree of heterogeneity is a crucial factor for both loyalty programs and pricing strategies. Our results show that sophisticated loyalty programs that reward suppliers via stepwise linear functions outperform simple sign-up bonuses, which give them a one time reward for participating.
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