运营优化系列讲座（1）—— 王荐越

时间：2026-03-13

报告人：王荐越  助理教授

邀请人：朱晗  教授

报告题目：Advertising Selling, Information Sharing and Selling Format in Online Retailing

报告时间：2026年3月27日（周五）上午10:00-12:00

报告地点：劝学楼425

主办单位：东北财经大学管理科学与工程学院
辽宁省大数据管理与优化决策重点实验室
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】

This paper investigates the role of advertising selling in online retailing.  By analysing several game theoretical models of a supply chain that consists of a seller and an online platform, we examine the impact of advertising selling on the selling format, information sharing strategies and firms' profits. Our analysis reveals two novel effects of advertising selling, namely the cost sharing flexibility effect and wholesale price effect. The first effect increases the supply chain efficiency under the agency selling format whereas the second effect decreases it under the reselling format. With advertising selling, the platform chooses agency selling if the cost of advertising effort is low. However, without advertising selling, the reverse is true. Depending on how advertising selling impacts the selling format, it does not always benefit the platform. The platform chooses the agency selling format and shares information under a broader set of conditions if he sells advertising than if he does not sell it. Advertising selling and information sharing services are complementary in the sense that either one of these services benefits the platform under a broader set of conditions if the other service is available than if it is not available.

【报告人简介】

王荐越，大连理工大学经济管理学院助理教授。2023年于香港科技大学商学院获运营管理学博士学位，此前于2018年本科毕业于浙江大学控制专业。其研究方向主要包括在线零售运营管理、可持续运营管理、运营管理—市场学交叉研究。其研究成果目前均在Production and Operations Management 返修中。

撰稿：赵永丽 朱晗     审核：吴志樵  印明鹤     单位：管理科学与工程学院