題目：Manufacturer’s Entry in the Product-Sharing Market
報告人：田林，上海財經(jīng)大學(xué)商學(xué)院助理教授
時間：2018年4月23日上午10點
地點：主樓216會議室
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.
個人簡介：
田林，助理教授，本科畢業(yè)于華中科技大學(xué)，博士畢業(yè)于復(fù)旦大學(xué)。主要研究興趣為：分享經(jīng)濟（協(xié)作消費）、電商平臺模式、運營管理與市場營銷交叉研究等。研究成果發(fā)表在Management Science（2篇）、Marketing Science（1篇）、Production and Operations Management（1篇）、管理科學(xué)學(xué)報、營銷科學(xué)學(xué)報等運營管理和市場營銷領(lǐng)域國際與國內(nèi)知名期刊。學(xué)術(shù)源于實踐，學(xué)術(shù)應(yīng)服務(wù)于實踐，希望自己可以成為學(xué)術(shù)與實踐之間聯(lián)系的一根絲線。
（承辦：技術(shù)經(jīng)濟與管理系，科研與學(xué)術(shù)交流中心）
