題 目：Strategic Analysis of Cooperative Advertising in Manufacturer-Retailer Supply Chains
主講人：黃志民教授 （美國(guó)Adelphi大學(xué)商學(xué)院）
時(shí) 間：5月31日周四上午10:00-12:00
地 點(diǎn)：主樓六層，能源與環(huán)境政策研究中心會(huì)議室
主講人簡(jiǎn)介：
黃志民，美國(guó)Adelphi大學(xué)商學(xué)院教授，The University of Texas at Austin運(yùn)營(yíng)管理博士(1991)，OMEGA: International Journal of Management Science副主編，在管理經(jīng)濟(jì)和運(yùn)籌一流學(xué)術(shù)刋物上共發(fā)表文章50多篇，其中2篇發(fā)表于決策科學(xué)學(xué)科排名第1的Decision Sciences ，9篇發(fā)表于運(yùn)籌學(xué)學(xué)科排名前3、 DEA領(lǐng)域排名第1的 EJOR， 7 篇 發(fā) 表 于 運(yùn) 籌 學(xué) 學(xué) 科排名前5的 Omega 和 Journal of the Operational Research Society，1 篇發(fā)表于經(jīng)濟(jì)學(xué)學(xué)科排名前3的 Journal of Econometrics上， 3 篇發(fā)表于系統(tǒng)科學(xué)學(xué)科排名第1的雜 International Journal of Systems Science， 3篇發(fā)表于生產(chǎn)率研究領(lǐng)域排名第1的 Journal of Productivity Analysis， 1篇收集在著名管理經(jīng)濟(jì)學(xué)家Cooper等編輯的Handbook of DEA一書(shū)中。 據(jù)SCI/SSCI統(tǒng)計(jì)，截至2012年4月，共有50篇論文被檢索， 并被2250多篇論文引用。這些文章中涉及到的一個(gè)重要領(lǐng)域是數(shù)據(jù)包絡(luò)分析， 該理論體系是由運(yùn)籌學(xué)泰斗、 管理科學(xué)創(chuàng)始人Charnes 和Cooper在1978年建立（Charnes是黃志民的博士導(dǎo)師， 曾入圍1974年諾貝爾經(jīng)濟(jì)學(xué)獎(jiǎng)最終3人角逐名單）。黃志民和Charnes、Cooper進(jìn)一步發(fā)展了數(shù)據(jù)包絡(luò)分析有關(guān)理論和模型，他們發(fā)表的文章中有5篇?jiǎng)?chuàng)立了經(jīng)典理論，有2篇建立了經(jīng)典模型，而以他們名字命名的錐比率Cone Ratio DEA模型和滿意度Satisficing 模型被學(xué)術(shù)界認(rèn)為是最有影響的DEA模型之一。
內(nèi)容簡(jiǎn)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.
