【摘要】 近年来，平台“杀熟”屡屡被曝光，引发各种平台价值共毁的忧虑，其中，民宿平台尤为典型。挖掘其根源并进行有效治理，不仅有利于民宿的持续稳定发展，还可供其他平台经济借鉴。文章构建“平台-旅居者-政府”三方演化博弈模型，探寻民宿平台“杀熟”现象形成机制，并对其进行仿真验证。研究发现：平台“杀熟”收益大于合规运营收益是其根源所在，平台凭借其信息优势抬高民宿价格，缩减定价成本；旅居者采取身份管理可限制民宿平台“杀熟”；声誉对民宿平台“杀熟”策略演化有重要调节作用。因此，亟须建立以政府为主导、平台为中心、多方参与的协同治理体系。该研究亦可为其他类似利用信息垄断优势、过度侵占用户利益的平台经济发展提供借鉴，实现平台参与各方的价值共创。更多还原

【Abstract】 The widespread penetration of emerging Internet technologies such as big data has enabled platform-based companies offering peer-to-peer(P2P) accommodation to flourish. P2P accommodation is sought after by many sojouners because of its diverse nature and personalization of products and services. Its ability to aggregate diverse users and optimize resource allocation makes it an ideal platform for the co-creation of ecological value. The continuous development of platform-based enterprises offering P2P accommodation is in line with China’s new development policy and canplay a key role in China’s economic transformation incorporating improved quality and efficiency.However, despite the rapid growth of the P2P accommodation industry, numerous problems have emerged, leading to concerns about the potential loss of value of various platforms. In recent years,examples of price discrimination such as providing customized prices for different customers using P2P accommodation platforms have been repeatedly identified, attracting considerable attention from all sectors of society. Price discrimination by monopolistic P2P accommodation providers significantly damages the confidence of sojouners, thereby hindering the development of the platform. Therefore, a means of effectively managing price discrimination by P2P accommodation providers is not only conducive to the ongoing development of the P2P accommodation industry, but also provides theoretical and practical guidance for other platforms that use the advantage provided by an information monopoly to prey on users. Thus, in this study, we propose an evolutionary platform-sojounergovernment model based on evolutionary game theory combined with collaborative governance theory to explore the mechanism underlying the formation of price discrimination in the P2P accommodation industry and examine the cost of a platform’s reputational loss. Simulation software is used to simulate the factors influencing the model and verify the results in an effort to provide guidance on the management of price discrimination in the P2P accommodation industry.The results show that there are three main factors influencing the evolutionarily stable strategy in the evolution of gaming behavior among the platform, the government, and the sojouners. First, the platform’s revenue from price discrimination exceeds that from compliance with non-discriminatory guidelines, with the platform using its information advantage to increase the price of the P2P accommodation and reduce costs. Second, the use of identity management by sojouners can limit the impact of price discrimination by P2P accommodation providers. Third, reputational loss plays an important role in regulating the evolution of a platform’s price discrimination strategy.Therefore, it is necessary to establish a government-led, multi-party collaborative governance system. The results of this study provide theoretical and practical guidance in relation to other industries where monopolistic information advantages can be used to prey on customers.更多还原