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【10月11日】 【CEMA研讨会2018秋季第五讲】 How to Sell a New Durable Good: A Signaling Rationale for Hunger Marketing

[发表时间]:2018-09-30 [来源]:中国经济与管理研究院 [浏览次数]:

    论文题目:How to Sell a New Durable Good: A Signaling Rationale for Hunger Marketing

    报告人:张岚(西南财经大学经济与管理研究院副教授)

    论文摘要:We study the increasingly popular hunger marketing strategy (a combination of an artificially low price and a supply limit) adopted by many high-tech startups to launch their products. In a two-period model, a firm offers an artificially low introductory price and also imposes a limit on the quantity available for sales in the first period, which leads to a shortage in the equilibrium. We show that when effective word of mouth is present, such a strategy allows a firm to credibly convince the market of the premium quality of its product. We demonstrate that word of mouth plays a critical role in catalyzing the signaling mechanism. When word of mouth becomes more efficient, e.g., enabled by social media, shortage is larger in the equilibrium, and the introductory price falls further. Our study provides a rationale for hunger marketing.

  时间:10月11日(周四)中午12:00-13:30

  地点:学院南路校区学术会堂712

    报告人简介:张岚,西南财经大学经济与管理研究院副教授。2010年毕业于美国印第安纳大学凯利商业院,商业经济学博士。研究领域包括产业组织理论和应用微观经济学等。论文发表(或即将发表)于Journal of Law, Economics and Organization, International Journal of Game Theory, Journal of Industrial Economics, Journal of Transport Economics and Policy, Economic Letters,《经济学季刊》等国内外期刊。

    主办:中国经济与管理研究院

 


[编辑]:孙颖