学术活动

美国圣塔克拉拉大学(Santa Clara University)蔡港树副教授学术报告

活动品牌 大连理工大学-学术活动
主 讲 人 Prof.George Gangshu Cai
活动地点 管理楼416
开始时间 2016-09-02 15:00
结束时间 2016-09-02 16:00

活动简介:

报告:Online Manufacturer Referral to Heterogeneous Retailers

报告人: Professor George Gangshu Cai (蔡港树), College of Business, Santa Clara University

报告时间:9月2日 下午15:00----16:00;

报告地点: 管理楼416

摘要:Since the development of the Internet, thousands of manufacturers have been referring consumers visiting their websites to some or all of their retailers. Through a model with one manufacturer and two heterogeneous retailers, we investigate whether it is an equilibrium for the manufacturer to refer consumers exclusively to a retailer or nonexclusively to both retailers. Our analysis indicates that nonexclusive referral is the manufacturer’s equilibrium choice if the referral segment market size is sufficiently large; otherwise, exclusive referral is the equilibrium choice. In exclusive referral, the manufacturer would refer consumers to the more cost-efficient and smaller retailer. In the presence of infomediary referral, it is less likely for both exclusive and nonexclusive referrals to be an equilibrium, as the infomediary referral segment grows. We also show our qualitative results are robust even if there were price discrimination among consumers, referral position disparity, local consumers, and asymmetric referral market sizes.

报告人简介:蔡港树博士,美国圣塔克拉拉大学(Santa Clara University)终身副教授,东北财经大学国际商学院海外院长,上海市“千人计划”专家,国家自然科学基金“海外杰青”项目获得者。主要研究方向是电子商务、多渠道供应链管理、供应链金融等领域。在Production and Operations Management和Marketing Science等一些国际期刊上发表论文28篇。现为期刊Production and Operations Management高级编辑、Decision Sciences副主编。主持美国国家科学基金、中国国家自然科学基金海外及延续资助等各类科研项目20余项。荣获堪萨斯州立大学商学院杰出教学和杰出研究奖,多项圣塔克拉拉大学的院长卓越教学、卓越研究、和卓越服务奖,利威商学院最高影响力教学奖,及利威商学院最高影响力服务奖。