【论著】科研成果通报：博士生赵敬敬在国际期刊ECRA发表研究成果||PhD Student Zhao's Pub. on ECRA
发布者：沙晓燕 发布时间：2023-12-28 浏览次数：10
2023年9月，威尼斯欢乐娱人城v36762021级博士研究生赵敬敬与其导师王要玉教授等合作的论文“The interactions between online platform’s store brand introduction and manufacturer’s innovation strategies: Reselling vs. agency modes”被《Electronic Commerce Research and Applications》（ECRA）接收。ECRA是管理科学、信息系统领域重要的SCI/SSCI期刊，其2021年影响因子为6。
In September 2023, our Ph.D. student Jingjing Zhao and her supervisor, Prof. Yaoyu Wang, etc. published their paper, The interactions between online platform’s store brand introduction and manufacturer’s innovation strategies: Reselling vs. agency modes on Electronic Commerce Research and Applications (ECRA). ECRA is an SCI/SSCI journal in management science and information systems with an impact factor of 6 in 2022.
该论文通过建立博弈模型，研究了当平台采用不同的商业模式时，其引入自有品牌策略和国内品牌制造商创新策略之间的战略关系。研究发现：首先，受制造商创新策略的影响，即使引入成本可忽略不计，在一定条件下平台也不应该引入自有品牌；其次，在转售模式下，无论对原有产品进行升级还是开发全新品类产品，对于制造商而言都是对抗品牌入侵的有效措施。然而，在代理模式下，不采取任何创新措施可能也会成为平台的最优战略选择。特别是当满足一定条件时，制造商在代理模式下通过对原有产品进行升级可以阻止平台引入自有品牌。
This study develops game-theoretic models to examine the strategic interactions between the platform’s store brand (SB) introduction strategy and the national brand (NB) manufacturer’s innovative strategies under both the reselling and agency modes. They find that first, influenced by the manufacturer’s innovation strategy, the platform should not introduce an SB under certain conditions, even if the cost of introduction is negligible. Second, under the reselling model, both upgrading the existing products and developing new categories of products are effective measures for the manufacturer to counter with brand invasion. However, under the agency model, not taking any innovative measures may also become the optimal strategic choice for the platform. In particular, as long as certain conditions are met, the manufacturer can prevent the platform from introducing a store brand by upgrading the existing products under the agency model.
Jingjing Zhao is a third-year Ph.D. student majoring in Business Management at Business School, Soochow University. She has been pursuing the integratedmaster-doctor program at Soochow University since 2019. Her research interests include supply chain management, operations management, and platform economy.
论文链接：https://www.sciencedirect.com/science/article/pii/S1567422323000856
