数字经济视域下“大型活动 + 定制出行”电商平台的供需匹配与协同治理研究

Research on Supply-Demand Matching and Collaborative Governance of “Large-Scale Events + Customized Travel” E-Commerce Platforms from the Perspective of Digital Economy

摘要: 随着数字经济的深入发展，由大型演艺、会展等活动引发的集中式出行需求日益显著。此类需求通常具有爆发力强、时间高度集聚且不确定性高的特征，这无疑对出行类电商平台的供需精准匹配与协同治理能力提出了更严峻的挑战。以往那种单纯依赖静态规则和经验积累来配置资源的交易组织模式，在应对需求快速波动时显得力不从心，不仅难以保障匹配效率的稳定性，还容易引发平台协调成本激增、履约质量下降等连锁反应。立足于双边市场理论，本文将研究视域锁定在“大型活动 + 定制出行”这一典型应用场景，旨在深入剖析出行电商平台在需求聚合、资源调度及交易撮合环节的内在运行机理。研究发现，各主体间信息交互的滞后、数据流转的不畅，以及因个性化履约而产生的成本约束，构成了阻碍平台供需匹配效率与协同水平进一步跃升的核心瓶颈。基于上述问题，本文从平台治理的视角切入，提出了一条以数据整合为核心的协同机制优化路径。具体而言，通过优化规则设计、引入动态定价机制，旨在促成多方主体构建稳固的协作关系，从而切实提升交易匹配的有效性及履约响应速度。本研究结论，期望能为高波动需求场景下出行电商平台的治理实践与价值创造提供具有一定深度的理论参考。

Abstract: As the digital economy matures, the surge in travel demand triggered by large-scale events—such as concerts and exhibitions—has created a complex landscape for e-commerce platforms. These demands are intense, tightly clustered in time, and notoriously unpredictable, putting significant pressure on platforms to refine their supply-demand matching and governance capabilities. Traditional models, which rely heavily on static rules and historical experience, are often ill-equipped to handle such rapid fluctuations. They frequently struggle to maintain efficiency, leading to spiked coordination costs and a drop in fulfillment quality. Drawing on two-sided market theory, this paper investigates the “large-scale event + customized travel” context. We aim to unpack the operational mechanisms of travel platforms, specifically how they aggregate demand, schedule resources, and facilitate transactions. Our research identifies a key barrier: the friction in information exchange and data flow between stakeholders, combined with the cost constraints of personalized fulfillment. These factors are currently limiting the potential for higher matching efficiency and better collaboration. To address these challenges, we propose a governance framework centered on integrating data more effectively. By optimizing platform rules and introducing dynamic pricing mechanisms, platforms can encourage more stable partnerships among various actors. This approach is designed to directly enhance the accuracy of matches and the speed of service responses. Ultimately, these findings offer a theoretical reference for platforms operating in volatile markets, aiding them in improving governance practices and driving value creation.