题 目：Strategic Analysis of Cooperative Advertising in Manufacturer-Retailer Supply Chains
主讲人：黄志民教授 （美国Adelphi大学商学院）
时 间：5月31日周四上午10:00-12:00
地 点：主楼六层，能源与环境政策研究中心会议室
主讲人简介：
    黄志民，美国Adelphi大学商学院教授，The University of Texas at Austin运营管理博士(1991)，OMEGA: International Journal of Management Science副主编，在管理经济和运筹一流学术刋物上共发表文章50多篇，其中2篇发表于决策科学学科排名第1的Decision Sciences ，9篇发表于运筹学学科排名前3、 DEA领域排名第1的 EJOR， 7 篇 发 表 于 运 筹 学 学 科排名前5的 Omega 和 Journal of the Operational Research Society，1 篇发表于经济学学科排名前3的 Journal of Econometrics上， 3 篇发表于系统科学学科排名第1的杂 International Journal of Systems Science， 3篇发表于生产率研究领域排名第1的 Journal of Productivity Analysis， 1篇收集在著名管理经济学家Cooper等编辑的Handbook of DEA一书中。 据SCI/SSCI统计，截至2012年4月，共有50篇论文被检索， 并被2250多篇论文引用。这些文章中涉及到的一个重要领域是数据包络分析， 该理论体系是由运筹学泰斗、 管理科学创始人Charnes 和Cooper在1978年建立（Charnes是黄志民的博士导师， 曾入围1974年诺贝尔经济学奖最终3人角逐名单）。黄志民和Charnes、Cooper进一步发展了数据包络分析有关理论和模型，他们发表的文章中有5篇创立了经典理论，有2篇建立了经典模型，而以他们名字命名的锥比率Cone Ratio DEA模型和满意度Satisficing 模型被学术界认为是最有影响的DEA模型之一。
内容简介：
    The main reason for a manufacturer to use co-op advertising is to motivate immediate sales at the retail level. The manufacturer’s national advertising is intended to influence potential consumers to consider its brand and to help develop brand knowledge and preference, and is also likely to yield benefits beyond sales from an individual retailer. Retailer’s local advertising gets people into the store and, with the passage of time, brings potential consumers to the stage of desire and action and gives an immediate reason to buy. Co-op advertising provides consumers the information needs when they move through the final stages of purchase and a congruence of information and information needs that would be impossible if the manufacturer uses only national advertising. In addition to the same objective of immediate sales at the retail level as the manufacturer, the retailer utilizes co-op advertising to reduce substantially its total promotional expense by sharing the cost of advertising with the manufacturer. Most studies to date on vertical co-op advertising have focused on a relationship where the manufacturer is a leader and the retailer is a follower, which implies that the manufacturer dominates the retailer. The design and management is the main subject. Little attention has been given to the recent market structure in which retailers retain equal or more power than manufacturers do in retailing. This study is intended to discuss the relationship between co-op advertising and the efficiency of manufacturer-retailer transactions.