报告题目：Pricing and Advertising in an Online-Merge-Offline Retailing Model

报告人：沈月林 浙江财经大学 教授

报告时间：10月31号晚上6：00

报告地点：欢迎来到公海欢迎来到赌船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.

报告人简介

波士顿大学管理学博士。现为浙江财经大学教授，此前曾任教于上海大学、上海财经大学、澳门科技大学等境内外院校。研究领域为运营和供应链管理，平台零售，网络广告。研究成果发表于 IJOC, POMS, Omega, EJOR，IJPE, IJPR 等国际期刊。