报告题目： Manufacturer's Entry in the Product-Sharing Market 2020-10-28

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

主讲人：田林，复旦大学管理学院副教授

时间：11月2日（周一）上午8：40-10：10

地点：管理学院324会议室

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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., 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.

主讲人简介：

田林，复旦大学管理学院副教授。本科毕业于华中科技大学，博士毕业于复旦大学。研究领域为平台模式下的运营优化和营销决策问题，涉及共享平台、电商平台、在线服务平台等。研究成果发表在Management Science、Manufacturing & Service Operations Management、Production and Operations Management、Marketing Science、Journal of Marketing Research、管理科学学报、营销科学学报等运营管理和市场营销领域国际与国内高质量期刊。主持国家自然科学基金优秀青年基金项目，同时参与过华住酒店集团、上海烟草集团、中国东方航空、思科中国等多个企业项目。学术源于实践，学术应服务于实践，希望自己可以成为学术与实践之间联系的一根丝线。