题目：制造商进入产品分享市场的途径

英文题目：Manufacturer’s Entry in the Product-Sharing Market

报告人：田林（上海财经大学商学院常任轨副教授、博士生导师）

主持人：陈玉萍（云顶4008集团手机登录平台工商管理学院院长、教授）

时  间：2018年7月4日（星期三）10:00-11:30(北京时间)

地  点：7103（旅游管理实验室）

主办单位：科研处、工商管理学院、旅游学院

田林简介：上海财经大学商学院常任轨副教授、博士生导师，本科毕业于华中科技大学，博士毕业于复旦大学。主要研究兴趣为：分享经济（协作消费）、电商平台模式、运营管理与市场营销交叉研究等。研究成果发表在Marketing Science、Management Science、Production and Operations Management、管理科学学报、营销科学学报等市场营销和运营管理领域国际与国内知名期刊。学术源于实践，学术应服务于实践，希望自己可以成为学术与实践之间联系的一根丝线。

内容摘要：Mobile communications technologies and online platforms have enabled large-scale consumer-to-consumer (C2C) sharing of their under-utilized products. A product owner’s self-use values can differ over time, and in a period of low self-use value, the consumer may rent out her product in a product-sharing market. In response to consumer-to-consumer product sharing, many manufacturers (e.g., General Motors, BMW) have entered the product-sharing market to provide their own rental services in addition to outright sales to consumers. This paper develops an analytical framework to study a manufacturer’s optimal entry strategy in the product-sharing market and the economic implications of its entry. Our analysis shows that when C2C sharing has a low transaction cost and the manufacturer’s marginal cost of production is not very high, the manufacturer will find it not optimal to offer its own rental services to consumers. In contrast, when the transaction cost for C2C sharing is high or the manufacturer’s marginal cost of production is high, the manufacturer should offer enough units of the products for rental to squeeze out C2C sharing (in expectation). When the transaction cost for C2C sharing and the manufacturer’s marginal cost are both in the middle ranges, the manufacturer’s rental services and the C2C sharing will coexist, in which case the manufacturer’s entry in the product-sharing market may reduce the total number of units of the product in the whole market but increase the consumer surplus and the social welfare.