主讲人：陈蓉副教授
时间：
2015
年
4
月
21
日下午
2
：
00 - 4
：
00
地点：文科楼
622
主讲人简介：
陈蓉，美国加州大学戴维斯分校商学院副教授，
1995
、
1998
年分别在同济大学和复旦大学获得学士和硕士学位，
2002
和
2003
年获得美国康奈尔大学硕士和博士学位。主要研究方向
为
运作与供应链管理，服务运作
与
动态定价。陈教授是运作管理与供应链管理领域知名学者，
是
多个国际
顶级
期刊的审稿专家。目前担任
Production and Operations Management
和
Decision Sciences
的资深编辑及担任
IIE Transactions
和
Decision Science
等期刊的副主编。在国际顶级期刊如
Management Science
、
Marketing Science
、
Production and Operations Management
、
Operation Research Letter
、
Manufacturing & Service Operations Management
等
发表十
多
篇高影响力的论文。
报告内容概要：
Opaque selling has been widely adopted by service providers in the travel industry to sell off
leftover capacity under stochastic demand. We consider a two stage model to study the impact of
different selling mechanisms, Posted Price (PP) vs. Name-Your-Own-Price (NYOP), of an opaque
reseller on competing service providers who face forward-looking customers. We find that in this
environment, providers prefer that the opaque reseller uses a posted price instead of a bidding model.
This is because the ability to set retail prices is critical for extracting surplus from customers who
wait to purchase from the reseller. Such surplus extraction enables providers to set high prices
for advance sales and obtain high profits. The dominance of PP over NYOP disappears, however,
when competition between sellers is minimal or absent. We extend our model to multiple opaque
resellers who compete in selling off last-minute capacity for service providers, and find that our
main insights continue to hold with differentiated resellers. Despite providers’ preference in favor
of PP, there are circumstances under which the opaque reseller earns higher profits under NYOP.
Leisure customers might also prefer the bidding mechanism, which allows them to retain some
surplus. This can help explain the rapid growth of the NYOP model over the last decade. Our
findings are consistent with the evolution of opaque selling in the travel industry, and in particular,
the recent trend towards more published price sales for opaque products.
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