Crowd-shipping as a Service (CSaaS), a novel concept proposed in this study for the Online-to-Offline (O2O) market, integrates different kinds of shipping services provided by individuals and public transport (PT) operators and enables booking and payment through a single CSaaS platform. It largely increases the shipping capacities and provides a flexible shipping mode for consignees with parcel delivery requests. Focusing on the role of the CSaaS platform, we design the commission-based and integrator-based operating strategies in the presence of CSaaS, where the CSaaS platform acts as an intermediary and a reseller, respectively. To explicitly depict the interactive relations among O2O players, i.e., the CSaaS platform, the individual-based crowd-shipping (I-CS) platform, the PT operator, the conventional logistics (CL) platform, and consignees, we adopt a game-theoretic approach to formulate the business models with and without CSaaS and derive the optimal behaviors of these players, i.e., the price decisions of platforms/operators and the choice decisions of consignees regarding which shipping mode (i.e., the I-CS, CSaaS, and CL modes) to choose. Analytical results show that the commission-based operating strategy outperforms the integrator-based strategy with a larger CSaaS platform's profit. In addition, the impact of CSaaS on O2O players is also identified by comparing the results of two business models, which is found to be closely related to the urban structure regarding PT accessibility. Managerial implications concerning launching the CSaaS service are proposed at last.

众包即服务（CSaaS）是本研究针对线上到线下（O2O）市场提出的一个新颖概念，整合了个人和公共交通（PT）运营商提供的不同类型的运输服务，并支持预订和支付通过单一 CSaaS 平台。大大提高了运输能力，为有包裹递送需求的收货人提供了灵活的运输方式。针对CSaaS平台的角色，我们设计了CSaaS存在下的佣金制和集成商制的运营策略，其中CSaaS平台分别充当中介和经销商。为了明确描绘O2O参与者，即CSaaS平台、个人众筹（I-CS）平台、PT运营商、传统物流（CL）平台和收货人之间的互动关系，我们采用博弈论的方法来制定有和没有CSaaS的商业模型，并得出这些参与者的最优行为，即平台/运营商的价格决策和收货人关于哪种运输模式（即I- CS、CSaaS 和 CL 模式）可供选择。分析结果表明，基于佣金的运营策略优于基于集成商的策略，CSaaS平台的利润更大。此外，通过比较两种商业模式的结果，还发现了CSaaS对O2O玩家的影响，发现这与PT可达性的城市结构密切相关。最后提出了推出 CSaaS 服务的管理建议。