报告题目：Managing a Supply Chain under the Impact of Quality-Dependent Customer Reviews
报 告 人： 冷明明 教授 香港岭南大学
时 间：2018年5月9日（周三）上午 10：00
地 点：管理学院第二会议室
【冷明明教授 简介】
香港岭南大学商学院电脑与决策学学系教授，运作管理教授，岭南大学电子商务与供应链管理硕士学位项目创办负责人，获得加拿大McMaster大学DeGroote商学院管理科学/系统博士学位。研究兴趣包括：博弈论、供应链管理与运作、运筹学、随机过程、金融工程。在Operations Research, Production and Operations Management, Naval Research Logistics, IIE Transactions等top-tier或highly-respected期刊发表论文30余篇，是Production and Operations Management编委会专家，以及Information Systems and Operations Research的副主编。此外，冷教授还有5年的企业工作经验。
【报告内容简介】
This paper considers a two-echelon supply chain involving a manufacturer and a retailer who make their pricing and quality decisions in the case that quality-dependent customer reviews influence sales. Using a sales function in additive form, we perform a game-theoretic analysis and find that the decisions in Stackelberg equilibrium, the sales, and the two firms' profits are decreasing in the impact of retail price on sales but increasing in the impact of customer reviews on sales. The two firms may benefit from past customers' negative reviews if the reviews can draw great attention from potential customers. When the probability for customers to return their mismatched products increases, the manufacturer reduces the wholesale price, whereas the retailer may increase the retail price if the probability is sufficiently high. Comparing the results obtained under the impact of customer reviews on sales and those from supply chain analysis without the impact, we show that even when customer reviews are positive overall, the sales may still be smaller when customer reviews affect sales than those when customer reviews do not influence sales. The positive impact of customer reviews on sales requires that customer reviews are inelastic to quality changes. Then, we investigate the supply chain using a sales function in multiplicative form, and find that the managerial implications regarding the decisions are consistent in the cases of additive and multiplicative sales function forms. We also derive sufficient conditions under which most implications for the sales and profits are the same in the two cases.
欢迎有兴趣的教师、博士生、硕士生参加。
管理学院科研管理办公室
2018年5月2日
