講座題目：Online Healthcare Platform Evolution: The Interplay of Bargaining and Network Effects
講座時間：2024年9月23日（周一） 10:00-11:30
講座地點：主樓317房間
報告人：楚軍紅教授 香港大學商學院
報告摘要：
Healthcare constitutes a significant and growing proportion of most countries’ gross domestic product (GDP). Online healthcare platforms, due to their scalability, have emerged as a powerful model to increase efficiency and accessibility. The speed of scaling depends on network effects, especially cross-network effects, among healthcare providers and consumers. These platforms typically use bargaining processes to induce healthcare providers to join, thereby leveraging their larger cross-network effects. We develop a novel modeling approach that combines the estimation of heterogeneous direct and cross-network effects and bargaining outcomes to examine the evolution of such platforms. We apply our model to data from a prominent Chinese online healthcare platform that connects hospitals and consumers for preventive health checkups. Our results indicate that hospitals exhibiting higher network effects extract more economic value from the platform. Conversely, hospitals with lower network effects gain less economic value. Furthermore, we pinpoint the sources of bargaining power for both hospitals and the platform. Through a series of policy simulations, we provide insights for the platform on how to manage its resource allocation across hospitals and markets to achieve its goals, whether growth or profitability. Additionally, we calculate that consumers on the platform also benefit monetarily, with savings equivalent to two hours of minimum wage earnings.
個人簡介：
楚軍紅教授是香港大學商學院的市場營銷教授，她于2022年8月加入香港大學。在此之前，她曾在新加坡國立大學商學院擔任終身副教授和院長席位教授。楚教授分別于1991年和1996年在北京大學獲得國際經濟學學士學位和法學博士學位（人口學），并于2006年在芝加哥大學獲得工商管理博士學位（市場營銷）。她曾在北京大學經濟學院擔任助理教授和副教授，還曾在哈佛大學擔任研究員（1998-1999）和密歇根大學擔任訪問副教授（2012-2013）。
楚教授是一名實證建模專家，致力于大數據的研究，特別是在結構性新實證產業組織（NEIO）領域進行定量研究。她的研究興趣包括平臺市場和共享經濟、電子商務、社交媒體、P2P市場、零售競爭和網絡。她的研究成果發表在頂級的市場營銷和管理學期刊上，如《Marketing Science》、《Management Science》、《Journal of Marketing Research》和《Journal of Marketing》，以及《National Academy of Science (PNAS)》和《Nature Human Behaviour》等綜合科學期刊上。她是《Marketing Science》和《Journal of Interactive Marketing》編委會成員。她曾于2011年被評為營銷科學研究所（MSI）青年學者，并在2008年和2011年獲得新加坡國立大學商學院杰出研究者獎。
由于之前的學術訓練，楚教授也對中國的人口、環境和經濟感興趣。她的研究成果發表在《Demography》和《Population and Development Review》等頂級人口學期刊上。
楚教授曾與淘寶、鏈家、康福德高、APM（新達城）、滴滴等公司合作進行研究和咨詢。有關Chu博士的更多信息，請訪問：www.chujunhong.com
