报告题目 | Subsidy Wars for Market Share: When and How Much to Subsidize the Market | ||
报告人（单位） | 林军 | ||
点评人（单位） | 黄超（东南大学） | 点评人（单位） | 丁溢（东南大学） |
时间地点 | 时间：2021年10月29 日（星期五）19：00-20：00 地点：腾讯会议576 523 441 | ||
报告内容摘要 | |||
In subsidy wars in markets with network effects, a firm whose financial resources are drained first will lose the war and may have to exit the market. We study subsidy competition from the perspective of firms’ relative capital consumption, wherein the competitor first provides subsidies to grab market share and the dominator with a larger market share counter-attacks. To drain the competitor’s subsidy funds quickly, the dominator attempts to maximize its competitive advantage insubsidy cost. We demonstrate that, to maximize its competitive advantage in cost per acquisition, the dominator should fight the competitor through subsidies when its market share reaches the optimal level, which is often more than three-fourths of the market. Interestingly, the optimal market share is independent of the subsidy amount of the competitor and the competitor has almost no chance of winning the subsidy war. However, when competing on total subsidy cost, the dominator’s optimal market share decreases with the competitor’s total subsidy. Specifically, when the competitor’s total subsidy reaches a threshold, the dominator cannot maintain its market dominance with less total cost than the competitor, which provides the competitor an opportunity to win the subsidy war. 报告人简介： 林军，教授，博士生导师，西安交通大学管理科学系主任，智能决策与优化研究所所长，连续6年（2014-2019）入选爱思唯尔（Elsevier）中国高被引学者，入选西安交通大学首批青年拔尖人才支持计划，陕西高校青年创新团队带头人。博士毕业于新加坡国立大学和荷兰埃因霍芬理工大学，主要从事“互联网+”商业模式与战略、大数据分析与管理决策、复杂工程与研发项目管理、技术与创新管理等领域的理论和实践研究。已主持国家自然科学基金项目4项，负责国家社科重大子课题1项，参与或主持其他国家级、省部级项目10余项。先后发表专著2本、教材2本、发明专利1项（第一完成人）、学术期刊论文70余篇，其中SCI、SSCI检索期刊论文40篇。担任工程与技术管理领域顶级期刊《IEEE Transactions on Engineering Management》（SCI&SSCI）和国际学术期刊《Journal of Management and Strategy》编委、《Mathematics》（SCI）客座主编，担任中国管理现代化研究会青年工作委员会副秘书长，中国系统工程学会可持续运营与管理系统分会常务理事等。以第一完成人获陕西省科学技术进步奖二等奖1项、陕西省哲学社会科学优秀成果奖三等奖1项、陕西高等学校人文社会科学研究优秀成果奖一等奖2项、陕西高等学校科学技术奖一等奖1项。 | |||
