講座題目：Online Extension and Channel Bargaining Power
主講 人：凌若冰
講座時間：2022年11月9日（周三）12：30
線上地點：騰訊會議號323-674-952 密碼：2022
線下地點：主教學樓615會議室
主講人介紹：
凌若冰專家，專升本高中畢業季于深圳師范大家小學數學科學實驗教育，專家高中畢業季于添加坡國立大家商教育。現為黨中央財經大家商教育領域營銷創新系叫助手專家。一般研究探討路徑為校園營銷渠道聯系，講價及其的平臺區域經濟。
講座摘要：
Due to the rapid growth of e-commerce, more and more manufacturers have begun to sell in online stores in addition to previously established physical stores. In this paper, we seek to understand whether and how the introduction of an online channel by a manufacturer impacts the bargaining power of the manufacturer vis-`a-vis the traditional intermediary. We leverage data on consumers’ staggered adoption of a large apparel manufacturer’s online channel and use a difference-in-differences approach to empirically identify our results. The results show that the online channel enhances the manufacturer’s relative bargaining power, with a 2% reduction in commission rates accrued to the offline intermediaries. The increased bargaining power leads to an annual saving of approximately US$1.7 million for the manufacturer. We further demonstrate that the improvement in the manufacturer’s relative bargaining power comes from the increased value of the manufacturer’s outside channel options of selling their products over physical stores. We provide insights for manufacturers about how they can increase their bargaining power and revenue sharing in the traditional channel in the digital age.
