“商学大讲堂”系列学术讲座（第189讲）---学术名家讲坛（13）

讲座题目：Channel Coordination of Storable Goods

主讲嘉宾：Krista J. Li（李娇阳）

时间：2022年10月5日（星期三）上午9：00—11：00

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江南大学商学院

2022年9月30日

主讲嘉宾简介

Krista J. Li（李娇阳），印第安纳大学凯利商学院的市场营销学副教授和Weimer学者。研究成果发表在Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing & Service Operations Management, Production and Operations Management, Strategic Management Journal等国际顶级期刊上。担任Marketing Science副编辑, Journal of Marketing Research和Decision Sciences审稿委员会委员。2021年被评为Marketing Science Institute青年学者,是一项授予未来市场营销学术领导人物的殊荣。科研兴趣是应用博弈论和实证模型研究商家如何利用消费者数据和消费者的心理社会因素优化产品、定价、渠道决策。曾在市场咨询行业工作七年，为消费者包装产品、汽车、零售、电信和制药行业的公司提供咨询顾问服务。

讲座主要内容

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.