营销学术讲座通知

发布者:系统管理员发布时间:2014-04-10浏览次数:17

  主题:Strategic Ranking Decisions of Intermediaries (排行中介关于品牌排行的战略决策)
  主讲:Dr. CHUN (MARTIN) QIU(加拿大麦吉尔大学商学院)
  时间:2014年4月15日18:30
  地点:文泉北五楼红宝石最新线路手机版会议室


  本讲座以中文为主,欢迎所有对本话题感兴趣的师生参加!


  邱淳博士是加拿大麦吉尔大学商学院的营销学助理教授,博士生导师。麦吉尔大学是加拿大排名第一的大学,最新的QS全球大学排名前21位。邱博士于2008年毕业于加拿大阿尔伯塔大学商学院。他的主要研究方向是市场竞争策略,在线和移动营销,零售和定价,以及企业社会责任。邱淳博士的研究已经发表在零售学报,商业伦理学报,定价和收入学报等一流学术刊物上。

Strategic Ranking Decisions of Intermediaries
Abstract
  As consumers rely on intermediary reviews to make decisions, brands are catering to this trend by promoting the top ranks granted by various ranking agencies.  Nevertheless, there is often a large disparity across different ranking lists concerning the top- and bottom-ranked brands. This paper offers an explanation for the phenomenon of ranking discrepancies. In the model, two agencies rank a set of comparable brands. Those brands aim to be perceived more favorably by a common consumer whose perception is based on 1) the brands’ rankings on the two lists, and 2) the relative influence of the two lists. To exert influence on the consumer each brand decides which ranking list to promote, and to what degree. The agencies aim to make their lists more influential by maximizing the brands aggregate promotion spending on their lists.  This paper shows that, for each ranking list, among the brands favoring it only the ones that benefit the most from ranking discrepancies will promote. Accordingly, the agencies differentiate their lists from each other, and jointly maximize the ranking discrepancies by ranking the top-ranked brand on the competing list at the bottom of its own list. Using data of business school rankings in US, this paper provides empirical evidence for the agencies ranking decisions.


  当越来越多的消费者依赖第三方评估中介对品牌的排行榜(比如汽车,大学,电脑,游戏等)来做购买决定的时候,评估中介的品牌排行榜也越来越流行。我们发现,在很多产品类别里,不同中介的排行榜差异很大,很多时候最优和最差品牌的排行还相反。造成这种排行差异的原因是不同的中介采用不同的标准和权重来对品牌排行。我们的研究把排行榜看作中介推出的一个B2B 产品,这个产品的消费者是品牌。但是一个排行榜不能迎合所有的品牌,因为有的品牌必然会被排到后面。我们的研究发现,如果考虑品牌对不同的排行榜的宣传力度,那么中介们就会默契的在各自的排行榜上追求某些特定品牌排行差异的最大化,从而最大程度的迎合这些特定品牌。

  这个研究从理论和实证角度揭露多个品牌排行榜一个关于默契的奥妙。