深大营销学术前沿(第42期):营销学术讲座暨交流会

来源: 发布时间:2018-05-14 10:56:34 浏览量:
“深大营销学术前沿”是我校市场营销系打造的品牌学术活动,将邀请国内外营销学者主讲,旨在分享前沿的学术思想、成果及方法。
 
题目Informational Complementarity
主讲人:林松博士(香港科技大学市场营销系助理教授)
时间:2018年5月18日 周五上午9:00-11:00
地点:文科楼2423资料室
 
讲座内容:
Many products are correlated because they share some similar or common attributes. We show that when these attributes are uncertain to consumers, a complementarity effect can arise among competing products, in the sense that a lower price of one product may increase the demands of others. The effect occurs when consumers optimally search for information about both common and idiosyncratic product attributes prior to purchase. We characterize the optimal search strategy for the correlated search problem and provide the conditions for the existence of the complementarity effect. We further explore the implications of the effect for firm pricing. When firms compete in price, although product correlation may weaken differentiation between the firms, the complementarity effect due to correlated search may raise equilibrium price and profit.
 
主讲人简介:
林松,现任香港科技大学市场营销助理教授。研究方向主要为产品定价策略,广告策略,不完全信息下消费决策等;研究方法包括实证分析和理论分析。其主要学术成果发表在顶级学术期刊如Journal of Marketing Research和Marketing Science。
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