物流与管理科学系学术系列讲座2017年第8期：Managing Consumer Deliberations in a Decentralized Distribution Channel

发布者：朱汉彬发布时间：2017-11-28浏览次数：306

主　　题：	Managing Consumer Deliberations in a Decentralized Distribution Channel
主讲嘉宾：	李彦志副教授
主持人：	刘仁军副教授
时　　间：	2017年11月29日(周三) 10:00-11:30
地　　点：	文泉楼北德鲁克会议室
主办单位：	工商管理学院物流与管理科学系

嘉宾简介：	李彦志博士 (Dr. Yanzhi Li) 为香港城市大学商学院副教授、运营与供应链管理硕士课程 (MScOSCM) 项目主任。于清华大学获得学士学位，并于香港科技大学获得博士学位。他的研究兴趣主要集中在：（1）用商业分析和优化方法解决商业实践中涌现的具有挑战性的问题，并为之制定可行的解决方案和系统；（2）诸如定价与存货管理、渠道管理和供应链金融等运营管理与市场营销/金融学的交叉研究；和（3）可持续性运营。其研究成果发表在Manufacturing & Service Operations Management（MSOM）, Production and Operations Management（POM），Marketing Science，European Journal of Operational Research (EJOR)，Naval Research Logistics (NRL)和Journal of the Operational Research Society (JORS) 等国际商学顶级和权威期刊。其中MSOM, POM和Marketing Science均为UT Dallas24本顶级商学期期刊。主持多项香港政府资助研究项目，并曾获得香港城市大学学院杰出研究奖和杰出博士生导师奖等奖项。
内容简介：	Consumers have to incur deliberation costs in learning about their valuations for a new product. In a decentralized channel, the retailer directly influences consumers’ deliberation efforts and their subsequent purchase decisions through the retail price, but the manufacturer can also affect consumer deliberations indirectly through the retailer’s response to the wholesale price. Our analysis shows that, first, a large enough deliberation cost can enhance the manufacturer’s ability to achieve channel coordination through the wholesale price. Second, the channel members have misaligned incentives to empower consumers and reduce their deliberation cost. In the equilibrium the retailer, not the manufacturer, will empower consumers and reduce the deliberation cost to an intermediate value. Finally, the consumer deliberation cost can lead the manufacturer to offer a socially suboptimal product quality. These nontrivial effects of the deliberation cost underscore the importance of considering consumer deliberations in channel management.