题目：Manufacturer’s Entry in the Product-Sharing Market
报告人：复旦大学管理学院田林副教授
报告时间：2019年5月6日(周一) 下午16:00——17:30
地点：管理楼管阶一
报告人简介：
田林，现为复旦大学管理学院副教授。本科毕业于华中科技大学，博士毕业于复旦大学, 先后在香港中文大学、美国圣路易斯华盛顿大学、香港岭南大学开展学术访问。主要研究兴趣为：分享经济（产品共享）、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Management Science、 Marketing Science、Production and Operations Management、管理科学学报、营销科学学报等运营管理和市场营销领域国际与国内知名期刊。同时，参与过华住酒店集团、上海烟草集团、中国东方航空、思科中国等多个企业项目。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。
报告摘要：
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.
