球探篮球比分,竞彩足球比分

讲座题目：Who Benefits from Customer to Manufacturer (C2M): Platform or Manufacturer?

谁从顾客直连制造商的模式中受益：平台还是制造商？

主 讲 人：杨柳 对外经济贸易大学教授

讲座时间：2025年5月23日14：00——16：00

讲座地点：学院南路校区主教学楼615

主 持 人：牟善栋 球探篮球比分,竞彩足球比分商学院副教授

主讲人介绍：

杨柳，对外经济贸易大学国际商学院教授、博士生导师。杨柳博士毕业于香港理工大学。杨柳教授的研究兴趣包括供应链管理、运营管理、运营与营销交叉领域等，先后在Decision Sciences、Naval Research Logistics、Transportation Research Part B、European Journal of Operational Research等国际权威期刊发表了三十余篇SSCI/SCI文章，主持了三项国家自科基金课题。

讲座摘要：

Customer to Manufacturer (C2M) mode is becoming popular in e-commerce platforms. The platforms purchase private brand products (P-product) from manufacturers and sell them to customers. Meanwhile, the manufacturers sell national brand products (N-product) in the platforms to the customers directly. In this paper, we investigate C2M with one manufacturer and one platform. We find that under exogenous wholesale price of P-product, an increased wholesale price benefits the manufacturer and does not hurt the platform, which promotes cooperation between the two players. When the wholesale price is endogenously determined by the manufacturer, C2M creates a win-win-win situation in which both the manufacturer and platform earn increased profits, and social welfare increases. Specifically, the platform always benefits from establishing a P-product. When the quality of the P-product is sufficiently high, the manufacturer gets a higher profit in C2M than in a single-product market. The results are quite unexpected. First, C2M helps the manufacturer earn revenue by selling the P-product to the platform, reaching a market segment it cannot access without C2M. Second, the manufacturer can increase the N-product price in C2M and earn a higher profit margin. Therein, the manufacturer is willing to collaborate with the platform to establish a high-quality P-product.

摘要（中文）：

客户直连制造商（C2M）模式在电子商务平台上越来越流行。这些平台从制造商那里购买自有品牌产品（P-product）并将其出售给客户。同时，制造商在平台上直接向客户销售民族品牌产品（N-product）。本文研究了一个制造商和一个平台的C2M。我们发现，在P产品的外生批发价格下，批发价格的上涨有利于制造商，而不会损害平台，这促进了双方的合作。当批发价格由制造商内生决定时，C2M创造了一种双赢的局面，制造商和平台都能获得球探篮球比分,竞彩足球比分的利润，社会福利也会增加。具体而言，该平台始终受益于建立P产品。当P产品的质量足够高时，制造商在C2M中获得的利润高于单一产品市场。这主要是由于以下几个原因：首先，C2M通过向平台销售P产品来帮助制造商获得收入，到达没有C2M无法进入的细分市场。其次，制造商可以在C2M中提高N产品的价格，从而获得更高的利润率。其中，制造商愿意与平台合作，建立高质量的P产品。