【管理锦囊】 网约车“一口价” 为何从创新走到困局？

Core Viewpoint - The "one-price" model in the ride-hailing industry, initially favored for its price transparency, is now facing controversy due to its suspension in multiple regions, highlighting a shift from innovation to a dilemma caused by a singular focus on price competition, neglecting driver rights, service quality, and sustainable industry development [1] Group 1: Issues with the Current Model - The "one-price" model has devolved into a low-price competition logic, where platforms continuously lower fixed prices, sometimes below operational costs, leading to a "price spiral" [1] - This model, while seemingly benefiting consumers with lower prices, transfers cost pressures onto drivers, resulting in reduced income and service motivation [1] - The normalization of "more work for less pay" forces drivers to either reduce their working hours or lower service quality, ultimately harming passenger experience and long-term industry growth [1] Group 2: Proposed Solutions - To resolve the current dilemma, it is essential to abandon the "price-only" mindset and reconstruct a multi-dimensional value balance system [2] - Establishing a minimum income guarantee for drivers, as explored in cities like Nanjing, is crucial for ensuring fair compensation and stabilizing service supply and quality [2] - Platforms should eliminate mandatory order acceptance rules, allowing drivers to choose whether to accept "one-price" orders based on their circumstances, thus respecting their autonomy [2] Group 3: Enhancing Service Value - There is a need to promote a reasonable match between service value and price, replacing low-price competition with differentiated competition [2] - Platforms can segment service scenarios based on passenger needs, creating diverse products such as a "commuter one-price" for price transparency, a "fast comfort order" for business travel with higher service standards, and a "barrier-free travel order" for specialized services [2] - This differentiation can create a positive correlation between price and service quality, catering to various consumer groups and steering market competition back to rationality [2] Group 4: Regulatory Role - Regulatory bodies should guide the market to prevent platforms from abusing their market position to enforce low prices while allowing space for reasonable value innovation [3] - The government can refer to guidelines from the National Development and Reform Commission and the State Administration for Market Regulation to clarify service standards and the relationship between price and service quality [3] - Encouraging platforms to explore pricing mechanisms based on service quality and passenger feedback can facilitate the industry's transition from "price competition" to "value competition" [3] Group 5: Long-term Vision - The value of the ride-hailing industry should not be defined solely by price but should also encompass reasonable driver rights, quality passenger experiences, and sustainable industry development [3] - Breaking free from the constraints of a singular value perspective is key to creating a win-win ecosystem for platforms, drivers, and passengers [3] - Achieving high-quality development in the ride-hailing industry requires balancing multiple values to provide convenient, quality, and sustainable transportation services to the public [3]