市场营销系列学术讲座（第四十八讲）
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市场营销系列学术讲座（第四十八讲）
演讲题目：Competition of Content Acquisition and Distribution under Consumer Multi-Purchase
演讲嘉宾：Lin Tian, Shanghai University of Finance and Economics
演讲时间：2017年9月25日（周一）上午10:00-11:00
演讲地点：嘉庚一（保欣丽英楼）507室
主持人：高月涛助理教授
文章摘要：
In many markets, such as video streaming or information services, a consumer may purchase multiple competing products or services. The existing theoretical literature typically assumes that each consumer can buy only one product. This paper explicitly models the consumer’s multi-purchase behavior, and examines an upstream content creator’s content creation and selling strategies, and competing downstream content distributors’ acquisition and pricing strategies. We find that in contrast to the case of single-product purchase, competing content distributors under multi-product purchase will reduce their prices and in equilibrium only one distributor will acquire the new content from the content creator. Furthermore, when the content distributors are not highly differentiated (each having a limited amount of unique content), the content creator will reduce new content creation, leading to lower profits for both the content creator and the content distributors. By contrast, when the distributors are already very differentiated with a substantial amount of their unique content, the content creator will increase its content production, leading to higher profits for both the content creator and the content distributors.
个人简介：
Lin Tian is Assistant Professor of Marketing at School of International Business Administration, Shanghai University of Finance and Economics. He received his doctoral degree from School of Management, Fudan University. His research has been published in Marketing Science, Management Science, Production and Operations Management, Journal of Management Sciences in China, and Journal of Marketing Science in China. His current research interests include the sharing economy, platform based business model, and the operations and marketing interface.
