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            12-27北京外國語大學國際商學院李雪博士: Non-uniform vs. Uniform Pricing for Branded Variants: Implications on Equilibrium Channel Structures

              時間:2019年12月27日10:00-11:00

              地點:主樓429  

              報告內容摘要:

              Existing literature has shown that high degree of product substitutability can drive a duopoly to choose decentralized channel structure (selling products indirectly through an exclusive retailer) in equilibrium. This theory is built on the assumption that each competing manufacturer sells a single product. We examine to what extent this theory still holds when each manufacturer sells two variants of a product category where the market sizes of the two variants may not be equal. We consider two commonly used pricing schemes for branded variants. The first is uniform pricing under which branded variants have the same price. The second is non-uniform pricing under which different variants have different prices. We show that the above theory preserves under uniform pricing. Under non-uniform pricing, however, decentralization can arise as an equilibrium even when one of the branded variants has a low degree of product substitutability as long as the market size of the other variant is relatively large. Thus, a purely decentralized system is more likely to happen with non-uniform pricing than with uniform pricing. We further study the situation with a nonexclusive retailer case. We find that in this case decentralization may arise as an equilibrium when the products are not highly substitutable, as long as the spillover effect is not small. 

              報告人簡介:

              李雪,北京外國語大學國際商學院講師。本科畢業于北京航空航天大學經濟管理學院管理科學與工程專業,博士畢業于清華大學經濟管理學院管理科學與工程專業。曾于2015年9月至2016年9月赴美國麻省理工學院斯隆商學院進行公派留學訪問一年。研究方向為行為運營管理、供應鏈管理、運營與市場營銷交叉等。主持1項國家自然科學青年基金。

             ?。ǔ修k:管理科學與物流系、科研與學術交流中心)

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