学术前沿讲座--Distribution Channel Entry Strategies with Intra- and Inter-Channel Demand Learning
发布时间: 2017-12-14

东南大学经济管理学院专题讨论(Seminar登记表

报告题目

Distribution Channel Entry Strategies with Intra- and Inter-Channel Demand Learning

报告人(单位)

Shuya YinUniversity of California, Irvine

点评人(单位)

王文平(东南大学

点评人(单位)

薛巍立东南大学

时间地点

时间:20171222(周11

地点:九龙湖经管楼B-201

报告内容摘要

报告内容:

Consider a firm that plans to launch a new product to a market. The firm can either sell its product through two channels (the duo strategy) or exclusively in a single channel (the solo strategy). The decision is made in a two-period model setting where sales in the first period can be used to update demand beliefs in the second period. We aim to understand how demand learning over time affects channel entry decisions in each period. We model two types of demand learning: intra- and inter-channel learning, where the intra-channel learning measures the predictability of one channel on its own future demand, and the inter-channel one captures the indicativeness of one channel on the other channel’s future demand due to channel correlation. The two potential channels under consideration may or may not be symmetric in their market potentials and their learning capability. We also examine the effect of channel asymmetry on the firm’s entry strategy.

报告人简介:

Professor Shuya Yin joined the MerageSchool faculty in 2005. Her research addresses problems in supply chains by using non-cooperative and cooperative game theory, including product returns, secondary markets, joint selling and group buying, and distribution channel strategies.

Professor Yin has published papers inManagement Science,Manufacturing and Service Operations Management (MSOM),Marketing Science,Operations Research, andProduction and Operations Management. She has made many presentations at academic seminars and conferences, andshe currently serves as an Area Editor (AE) forMSOM.

  

She received her bachelor’s and master’s degree from Southeast University in Nanjing China and her PhD in management science from the University of British Columbia in Canada.