东南大学经济管理学院专题讨论（Seminar）登记表
报告题目 | Compete in Price or Service? – A Study of Personalized Pricing and Money Back Guarantees |
报告人（单位） | Chen Jing（Rowe School of Business, Dalhousie University, Canada） |
点评人（单位） | 王海燕 （物流管理工程系） | 点评人（单位） | 何勇 （物流管理工程系） |
时间地点 | 时间：2015年6月1日（周一）下午2:00点 地点：九龙湖经管楼B-201 |
报告内容摘要 | |
报告内容： Retailers use both pricing and service strategies to respond to intensified competition. Here we develop a duopoly model to investigate the impact of the increasingly popular personalized pricing strategy (PPS) and the widely-used Money Back Guarantee (MBG) customer returns policy. We consider two retailers who differ in customer satisfaction rates. Each retailer has the option of choosing a pricing strategy, PPS or uniform pricing, and a product return strategy, MBG or ‘no returns.’ We show that both PPS and MBG are dominant strategies, but their impact on retailers’ prices and profits are different; while PPS intensifies price competition and may lead to a prisoner’s dilemma, MBG mitigates price competition and may result in a Pareto improvement for the two retailers.
报告人简介： Chen Jing，Ph.D., Associate Professor, Rowe School of Business, Dalhousie University. 研究方向是Customer Returns Policies, Supply Chain Management and Contracts, Revenue Management。已经在Journal of the Operational Research Society，Annals of Operations Research，European Journal of Operational Research，International Journal of Production Economics，OMEGA等期刊上发表论文近20篇，担任International Transactions in Operational Research副主编。 |
