题目：Manufacturer’s Entry in the Product-Sharing Market

　　报告人：田林，上海财经大学商学院助理教授

　　时间：2018年4月23日上午10点

　　地点：主楼216会议室

　　摘要：

　　Mobile communications technologies and online platforms have enabled large-scale consumer-to-consumer (C2C) sharing of their under-utilized products. A product owner’s self-use values can differ over time, and in a period of low self-use value, the consumer may rent out her product in a product-sharing market. In response to consumer-to-consumer product sharing, many manufacturers (e.g., General Motors, BMW) have entered the product-sharing market to provide their own rental services in addition to outright sales to consumers. This paper develops an analytical framework to study a manufacturer’s optimal entry strategy in the product-sharing market and the economic implications of its entry. Our analysis shows that when C2C sharing has a low transaction cost and the manufacturer’s marginal cost of production is not very high, the manufacturer will find it not optimal to offer its own rental services to consumers. In contrast, when the transaction cost for C2C sharing is high or the manufacturer’s marginal cost of production is high, the manufacturer should offer enough units of the products for rental to squeeze out C2C sharing (in expectation). When the transaction cost for C2C sharing and the manufacturer’s marginal cost are both in the middle ranges, the manufacturer’s rental services and the C2C sharing will coexist, in which case the manufacturer’s entry in the product-sharing market may reduce the total number of units of the product in the whole market but increase the consumer surplus and the social welfare.

　　个人简介：

　　田林，助理教授，本科毕业于华中科技大学，博士毕业于复旦大学。主要研究兴趣为：分享经济（协作消费）、电商平台模式、运营管理与市场营销交叉研究等。研究成果发表在Management Science（2篇）、Marketing Science（1篇）、Production and Operations Management（1篇）、管理科学学报、营销科学学报等运营管理和市场营销领域国际与国内知名期刊。学术源于实践，学术应服务于实践，希望自己可以成为学术与实践之间联系的一根丝线。

　　（承办：技术经济与管理系，科研与学术交流中心）