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題目： Manufacturer's Entry in the Product-Sharing Market

主講人：田林，復(fù)旦大學bwin必贏唯一官網(wǎng)副教授

時間：11月2日（周一）上午8：40-10：10

地點：bwin必贏唯一官網(wǎng)324會議室

歡迎廣大師生參加！

報告摘要：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., General Motors, 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.

主講人簡介：

田林，復(fù)旦大學bwin必贏唯一官網(wǎng)副教授。本科畢業(yè)于華中科技大學，博士畢業(yè)于復(fù)旦大學。研究領(lǐng)域為平臺模式下的運營優(yōu)化和營銷決策問題，涉及共享平臺、電商平臺、在線服務(wù)平臺等。研究成果發(fā)表在Management Science、Manufacturing & Service Operations Management、Production and Operations Management、Marketing Science、Journal of Marketing Research、管理科學學報、營銷科學學報等運營管理和市場營銷領(lǐng)域國際與國內(nèi)高質(zhì)量期刊。主持國家自然科學基金優(yōu)秀青年基金項目，同時參與過華住酒店集團、上海煙草集團、中國東方航空、思科中國等多個企業(yè)項目。學術(shù)源于實踐，學術(shù)應(yīng)服務(wù)于實踐，希望自己可以成為學術(shù)與實踐之間聯(lián)系的一根絲線。