信息管理与决策科学系
行为与服务运作管理研究所
学术报告
主讲人：美国圣路易斯华盛顿大学奥林商学院 姜宝军 副教授
报告题目：Manufacturer’s Entry in the Product-Sharing Market
报告时间：2019年5月30日（星期四）上午10:30-12:00
报告地点：东北大学浑南校区文管学馆B 320
主持人：蒋忠中 教授
报告摘要：Mobile communications technologies and online platforms have enabled large-scale consumer-to-consumer (C2C) sharing of their under-utilized products. A product owner’s self-use values can differ over time, and in a period of low self-use value, the consumer may rent out her product in a product-sharing market. In response to consumer-to-consumer product sharing, many manufacturers (e.g., BMW) have entered the product-sharing market to provide their own rental services in addition to outright sales to consumers. This paper develops an analytical framework to study a manufacturer’s optimal entry strategy in the product-sharing market and the economic implications of its entry. Our analysis shows that when C2C sharing has a low transaction cost and the manufacturer’s marginal cost of production is not very high, the manufacturer will find it not optimal to offer its own rental services to consumers. In contrast, when the transaction cost for C2C sharing is high or the manufacturer’s marginal cost of production is high, the manufacturer should offer enough units of the products for rental to squeeze out C2C sharing (in expectation). When the transaction cost for C2C sharing and the manufacturer’s marginal cost are both in the middle ranges, the manufacturer’s rental services and the C2C sharing will coexist, in which case the manufacturer’s entry in the product-sharing market may reduce the total number of units of the product in the whole market but increase the consumer surplus and the social welfare. Furthermore, we find that, to maximize the total profit from both the retail market and the sharing market, it may be more efficient for the manufacturer to adjust its quantity offered for rental rather than its retail price in the retail market, i.e., it may be best for the manufacturer to keep the same optimal retail price that it would choose in the absence of the sharing market, but use how much direct rental services to offer to respond to the C2C product sharing.
姜宝军副教授 简介：姜宝军现任美国圣路易斯华盛顿大学奥林商学院副教授，获美国Marketing Science Institute杰出青年学者、美国INFORMS协会ISMS博士论文奖、美国圣路易斯华盛顿大学奥林商学院最有商业影响研究奖等；目前担任管理学国际顶级期刊Production and Operations Management资深编辑、Service Science副主编、Marketing Science和Journal of Marketing Research编委、Decision Sciences客座编辑。姜教授的教育背景横跨多个学科，具有广阔的科学视野和丰富的学术经历，曾获得美国卡耐基梅隆大学信息系统博士和硕士、斯坦福大学物理学硕士和电子工程学硕士、德克萨斯大学奥斯汀分校工商管理硕士；在管理学国际顶级期刊Management Science、Marketing Science、Production and Operations Management、Journal of Marketing Research等发表十余篇论文；研究方向涉及共享经济与行为运作、竞争策略与渠道定价、平台商业模式与创新管理等。
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