发布时间：2016-12-05
时间：2016年12月6日上午9:00
地点：管理与经济学部25楼A座511会议室
讲座题目：Selling through mom and pop: Traditional retail channel selection in megacities
主讲人：Jiwen Ge
主讲人简介：
Jiwen Ge is a fourth year Ph.D. student from the Eindhoven University of Technology under the supervision of Professor Jan Fransoo from the Eindhoven University of Technology and Professor Dorothee Honhon from the University of Texas at Dallas. He also collaborates with Professor Lei Zhao from Tsinghua University. He conducts research on Traditional Retail Distribution in Megacities where he builds analytical models to derive the optimal sales, pricing, channel choice and network strategies for Consumer Packaged Goods manufacturers selling to millions Mom and Pop stores in the megacities of the emerging markets.
讲座内容简介：
Title: Selling through mom and pop: Traditional retail channel selection in megacities
Abstract: Mom and Pop stores are traditional small independent retailers that are present in large numbers in the megacities of the developing world. In the aggregate, they often represent the largest sales channel for Consumer Goods Manufacturers, who can choose to deliver to this channel either directly - visiting tens of thousands of stores per day - or via wholesalers - saving on distribution cost but forfeiting the direct access to the store owners to promote their brands and develop demand. We study the decision of the manufacturer whether to deliver directly to the Mom and Pop stores or whether to use the wholesale channel strategy, and characterize the optimal policy. We show that the decision depends on two key characteristics of each channel strategy, namely the absolute profitability of the channel strategy, which is based on the gross sales margin and the logistics operating cost, and the growth-adjusted profitability of each channel strategy, which also factors in the growth potential of each channel strategy. We apply our model to four regions in the city of Bogota to illustrate its practical relevance and impact.
