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科罗拉多大学波尔得分校张丹教授学术讲座
作者:刘映池    发布时间:2017-06-12 11:23:05    访问次数:7132  
 

讲座时间:2017年6月19日 下午3:00

讲座地点:信息楼0212

主讲人简介:Dan Zhang is Associate Professor of Operations Management at Leeds School of Business, University of Colorado Boulder. Dr. Zhang’s primary research interest is data-driven decision making with applications to pricing and revenue management, supply chain management, and healthcare operations. He published about twenty peer-reviewed journal articles on these topics and frequently speaks at conferences, companies, and academic institutions. He consulted in his area of expertise for companies in Canada, China, Europe, and United States. He is the current president of the INFORMS Rocky Mountain Chapter, a society of analytics professionals in the rocky mountain region in the United States. More recently, he was elected chair of INFORMS Pricing and Revenue Management Section, an international society of pricing and revenue management researchers and professionals. He is a Senior Editor for the journal Production and Operations Management and a frequent reviewer for academic journals and grant agencies. Dr. Zhang teaches in the area of operations management and data analytics in undergraduate, masters, MBA, and PhD programs. Together with two colleagues, he has been offering a five course specialization on Data Analytics for Business since September 2016 on the MOOC platform Coursera.

讲座题目:A Model of Customer Reward Programs with Finite Expiration Terms(有限期的客户回报计划模型研究)

讲座内容简介:A prevalent yet little understood phenomenon of customer reward programs is the use of finite reward expiration term. We develop a theoretical framework to investigate the economic rationale behind this phenomenon, and the tradeoff between short and long expiration terms. In our model, a monopolistic firm interacts with consumers over an infinite horizon, and simultaneously sets the expiration term along with the price and reward size. Consumers are heterogeneous in shopping probabilities and product valuations, and forward-looking in making purchase decisions. We find that a customer reward program with a finite expiration term can increase firm profits when (1) the valuation heterogeneity within the consumer population is intermediate, and (2) the shopping probabilities and valuations are negatively correlated among consumers. The optimal expiration term depends on both types of consumer heterogeneity. An optimal reward program never hurts frequent consumers, but can either hurt or benefit infrequent consumers. Similarly, its effect on social welfare is ambiguous. An empirical investigation of the top 100 US retailers provides directional support for several theoretical predictions. Several extensions of the main model confirm the robustness of these results.

 
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