运营优化系列讲座（7）—— 曹庆宁

时间：2023-11-06

报告人：曹庆宁 副教授

邀请人：潘震东副教授

报告题目： Strategic Role of Upstream Bundling: Agency or Wholesale Contract?

报告时间：2023年11月14日下午14:30-16:00

报告地点：劝学楼425

主办单位：管理科学与工程学院

     辽宁省大数据管理决策研究生创新与学术交流中心 

【报告摘要】

In the booming digital economy, a growing number of multi-product firms are selling products in bundles through online platforms. Meanwhile, many online platforms, which mediate sales between firms and consumers, have chosen to adopt the agency contract, where the firm determines the retail price, but pays a commission fee to the platform. This paper examines the interaction between an upstream firm's bundling strategy and a platform’s distribution contract decision. Our analysis reveals different incentives of firm bundling for wholesale and agency contracts. We find that the firm optimally chooses to bundle under an agency contract but not under a wholesale contract when the commission rate is medium and the market heterogeneity is not medium. We further study the online platform's distribution contract choice. One might intuit that a lower (higher) commission rate would result in the platform's choosing the wholesale (agency) contract; however, our analysis reveals that the opposite can hold true, depending on market heterogeneity. Our findings shed light on how platforms can leverage the distribution contract to benefit from upstream bundling strategies.

【报告人简介】

曹庆宁，中国科学技术大学副教授，博士毕业于美国德克萨斯大学达拉斯分校运营管理系，在加入中国科学技术大学之前曾于美国Vanderbilt University从事博士后研究工作。主要研究方向为供应链管理、捆绑销售、直播新零售、信息系统经济等。主持国家自然科学基金青年项目1项、国家自然科学基金面上项目1项。近年来，在Production and Operations Management, Journal of Retailing, Transportation Research Part E: Logistics and Transportation Review, European Journal of Operational Research,  International Journal of Production Research等国际高水平期刊发表论文10篇（独立/第一/通讯作者10篇）并多次担任国际知名期刊的特约审稿人。

撰稿：赵永丽            审核：朱晗