報告題目：Pricing and Advertising in an Online-Merge-Offline Retailing Model

報告人🌅：沈月林 浙江財經大學 教授

報告時間🌘🕡：10月31號晚上6🐧：00

報告地點：凯捷体育注册204

摘要

New Retail is a retailing revolution undergoing in China. Leading organizations aim to build a seamless integration in organization structure, supply chain, logistics, pricing and marketing for their online and offline subsidiaries, and deliver a unified shopping experience for any consumer wherever and whenever (s)he is online. We study a representative New Retail case between Alibaba and a retail chain, Intime, implemented through an online-merge-offline (OMO) process. We compare two systems to justify the prospect of New Retail. In the legacy system, the retailer has a set of physical stores and an independent online store which is set up in Alibaba’s marketplace, Tmall. The online store must pay advertisement fee to acquire online customers. In the OMO system, the marketplace and the two arms of the retailer are integrated. Consumers in the online and offline stores of the retailer are triggered by New Retail and enticed to transit between these two channels. The retailer also price uniformly across the online and offline channels. We use sales quantity and profitability to measure the system performance. Through both analytical and numerical studies, we find in general the OMO system is promising in profitability; but in terms of the sales quantity, it is more subtle. There are situations where both the sales quantity and the profitability are worse in the OMO system than in the legacy system. We find that a product either highly digital or highly non-digital should benefit from New Retail, while this benefit is limited for those intermediate products.

報告人簡介

波士頓大學管理學博士。現為浙江財經大學教授，此前曾任教於上海大學、上海財經大學🪘、澳門科技大學等境內外院校。研究領域為運營和供應鏈管理🫄🏿，平臺零售，網絡廣告。研究成果發表於 IJOC, POMS, Omega, EJOR，IJPE, IJPR 等國際期刊🏎。