应兰州大学应急管理研究中心、管理学院危机信息管理研究所邀请，美国德克萨斯大学张喆副教授将于我院举办学术讲座。欢迎感兴趣的师生积极参加！

讲座题目：最低价格保证对直播品牌是福还是祸？Is Lowest-price Guarantee a Blessing or Curse for Livestreaming Brands?

主 讲 人：张    喆 副教授

主 持 人：王洪鹏 副教授

时     间：2024年7月12日（星期五） 10:00-12:00

地     点：兰州大学城关校区（西区）齐云楼204教室

讲座简介：

在电子商务发展的新模式中，部分品牌已经逐渐将传统市场中的竞争转移到直播渠道。除了直播本身带来的兴奋感外，消费者还会由于主播提供的最低价格保证而被直播渠道所吸引。然而，主播提供的这一保证如何影响品牌的定价策略尚不明确。我们建立了一个微观经济模型，在其中考虑了同时与某主播签约来销售产品的两个竞争品牌。我们发现，品牌方是否在直播市场中收取比传统市场更低的价格取决于主播收取的佣金率。为了理解最低价格保证的影响，我们进一步考虑了不存在此保证的情况，发现品牌方在直播中设置的价格会高于传统渠道。而在存在最低价格保证的情况下，品牌在直播渠道中收取的价格要低于没有保证时的价格。此外，主播的佣金率和粉丝数决定了最低价格保证能否带来更高的利润或更高的消费者剩余。

The latest development of e-commerce transfers a part of the brands’ competition in the traditional market to a new channel, the livestreaming channel. In addition to the excitement generated by the very nature of livestreaming, consumers are attracted to the livestreaming channel because livestreamers often offer lowest-price guarantee. However, it is less clear that how this guarantee offered by the livestreamers affects the brands’ pricing strategy. We develop a micro-economic model which considers two competing brands who contract with a major livestreamer to promote their products on the livestreamer channel. We find that whether the brands charge a lower price in the livestreaming market than that in the traditional market depends on the livestreamer’s commission rate. To understand the effects of the lowest-price guarantee, we analyze a case where the guarantee is absent, and brands charge a higher price in the livestreaming channel than the price in the traditional channel.  We find that the brands charge lower prices in the livestreaming channel in the presence of a lowest-price guarantee than the prices they charge in its absence. Moreover, we find that whether the presence of lowest-price guarantee leads to higher profit for the brands or higher surplus for consumers critically depends on the livestreamer’s commission rate and follower size.

主讲人简介：

张喆，德克萨斯大学达拉斯分校纳文金达尔管理学院副教授。张喆副教授主要研究信息技术和互联网对产品和市场的影响，并探究企业如何应对这种范式的转变。曾在Information Systems Research、MIS Quarterly、Production and Operations Management和Journal of Management Information Systems等信息系统领域顶级国际期刊上发表论文多篇，在学术界享有广泛的影响力。