“商學大講堂”系列學術講座（第189講）---學術名家講壇（13）

講座題目：Channel Coordination of Storable Goods

主講嘉賓： Krista J. Li （李嬌陽）

時 間：2022年10月5日（星期三）上午9：00—11：00

騰訊會議：635-206-457，點擊鍊接入會，或添加至會議列表：

https://meeting.tencent.com/dm/y7qj6XHDHbRr

會議密碼：105105

歡迎感興趣的師生參加聆聽！

江南大學商學院

2022年9月30日

主講嘉賓簡介

Krista J. Li （李嬌陽），印第安納大學凱利商學院的市場營銷學副教授和 Weimer 學者。研究成果發表在 Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing & Service Operations Management, Production and Operations Management, Strategic Management Journal 等國際頂級期刊上。擔任 Marketing Science 副編輯, Journal of Marketing Research 和 Decision Sciences 審稿委員會委員。2021年被評為 Marketing Science Institute 青年學者, 是一項授予未來市場營銷學術領導人物的殊榮。科研興趣是應用博弈論和實證模型研究商家如何利用消費者數據和消費者的心理社會因素優化産品、定價、渠道決策。曾在市場咨詢行業工作七年，為消費者包裝産品、汽車、零售、電信和制藥行業的公司提供咨詢顧問服務。

講座主要内容

Manufacturers of consumer-packaged goods invest heavily in trade promotions (i.e., temporary wholesale price discounts), but retailer stockpiling often yields trade promotions unprofitable. In this paper, we investigate how a manufacturer should respond to the retailer’s and consumers’ stockpiling ability by contracting with the retailer. Specifically, we examine when the manufacturer should restrict the retailer’s stockpiling ability and when it should issue trade promotions. Our analysis suggests the following. First, the manufacturer should restrict the retailer’s stockpiling ability when the storage cost is low; such restriction also benefits the retailer, resulting in a win-win outcome. Second, the manufacturer should offer trade promotions when the retailer cannot stockpile products and the storage cost is low but raise the wholesale price when the retailer can stockpile products. Third, stockpiling improves channel coordination and increases the manufacturer’s profit; therefore, the manufacturer should design products to be more storable.