演讲嘉宾：刘裔 威斯康星大学麦迪逊分校商学院营销学，助理教授

地点：同济大厦A楼1505室

时间：2025年12月22日-26日 9:00- 16:00

演讲嘉宾简介：

刘裔，威斯康星大学麦迪逊分校商学院营销学助理教授。他本科毕业于清华大学经管学院，博士毕业于宾夕法尼亚大学沃顿商学院。他主要从事理论研究，关注科技对营销的影响，涉及的领域包括平台经济、网红营销、社交媒体等。他近期的研究论文发表于Marketing Science、Management Science等期刊上。他的研究成果也被多家媒体报道及业界人士引用。他开发并教授的MBA及本科生课程《科技产品营销》广受学生认可。

工作坊概述：

该工作坊旨在介绍博弈论（又称”理论模型”）在市场营销研究论文中的应用。本课程有三个主要目标。第一，帮助学生理解什么是好的模型，从而能够欣赏和评判定量营销研究中的理论论文。第二，本课程将使学生掌握许多用于分析市场营销现象的经典模型知识。第三，本课程将帮助学生形成自己的研究思路，并理解如何将一个想法转化为可求解的经济模型。

本课程将通过回顾顶级期刊上发表的论文来实现这些目标。然而，这并非一门”以展示报告为主”的课程。相反，课堂上的大量时间将用于动手进行数学推导，以便学生能够清晰地理解市场营销中一些核心模型的运作机制。课堂中的部分时间将会用于学生练习与展示交流。

2、 工作坊主题和议程介绍

12月22日

A Crash Course on Game Theory 博弈论简介

• Static games with complete information
• Dynamic games with complete information
• Static games with incomplete information
• Dynamic games with incomplete information

References:

• Mas-Colell, A., Whinston, M. D., & Green, J. R. (1995). Microeconomic theory (Vol. 1). New York: Oxford university press.
• Mailath, G. J. (2018). Modeling strategic behavior: a graduate introduction to game theory and mechanism design (Vol. 6). World Scientific.

12月23日

Differentiation and Competition差异化与竞争

• • D’Aspremont, C., Gabszewicz, J. J., and Thisse, J. F., 1979, “On Hotelling’s ‘Stability in Competition’,” Econometrica, 47, pp.1145-1150.
  • Hotelling, H., 1929, “Stability in Competition,” Economic Journal, 39, pp. 41-57.
  • Zhang, Z. John, “Price-Matching Policy and the Principle of Minimum Differentiation,” Journal of Industrial Economics, 43 (June, 1995), pp. 287-299.
  • Shaffer, Greg and Z. John Zhang (2002), “Competitive One-to-One Promotions,” Management Science, 48 (No. 9), pp. 1143-1160. 2
  • Song Lin (2017) Add-on Policies Under Vertical Differentiation: Why Do Luxury Hotels Charge for Internet While Economy Hotels Do Not?. Marketing Science 36(4):610-625.
  • Fay, S., & Xie, J. (2008). Probabilistic goods: A creative way of selling products and services. Marketing Science, 27(4), 674-690.
• Liu, Y., Yildirim, P., & Zhang, Z. J. (2022). Implications of revenue models and technology for content moderation strategies. Marketing Science, 41(4), 831-847.

 

12月24日

Distribution Channels 分销渠道

• McGuire, T. and R. Staelin (1983), “An Industry Equilibrium Analysis of Downstream Vertical Integration,” Marketing Science, 2 (No. 2), pp. 161-191.
• Jeuland, Abel and Steve Shugan (1983), “Managing Channel Profits,” Marketing Science, 2 (No. 3), pp. 239-272.
• Jerath, Kinshuk, and Z. John Zhang, “Store within a Store,” Journal of Marketing Research, Vol. XLVII (August 2010), 748–763.

In-Class Assignment 随堂练习

12月25日

Learning, Herding, and WOM 学习、从众效应与口碑传播

• Bikhchandani, S., Hirshleifer, D., & Welch, I. (1992). A theory of fads, fashion, custom, and cultural change as informational cascades. Journal of political Economy, 100(5), 992-1026.
• Zhang, J., 2010. The sound of silence: Observational learning in the US kidney market. Marketing Science, 29(2), pp.315-335.
• Mayzlin, D., 2006. Promotional chat on the Internet. Marketing Science,25(2), pp.155-163.
• Liu, Y., Lou, B., Zhao, X., & Li, X. (2024). Unintended Consequences of Advances in Matching Technologies: Information Revelation and Strategic Participation on Gig-Economy Platforms. Management Science. 70(3), 1729-1754.
• Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management science, 54(3), 477-491.

 

12月26日

Signaling, Cheap Talk, and Bayesian Persuasion 传讯博弈、廉价磋商与贝叶斯劝说

• Milgrom, P. and Roberts, J., 1986. Price and advertising signals of product quality. The Journal of Political Economy, pp.796-821.
• Liu, Z., Yildirim, P., & Zhang, Z. J. (2022). A theory of maximalist luxury. Journal of Economics & Management Strategy, 31(2), 284-323.
• Crawford, V. P., & Sobel, J. (1982). Strategic information transmission. Econometrica, 1431-1451.
• Avinadav, T., Chernonog, T., & Shamir, N. (2025). Information provision from a platform to competing sellers: The role of strategic ambiguity. Manufacturing & Service Operations Management, 27(1), 269-286.
• Kamenica, E., & Gentzkow, M. (2011). Bayesian persuasion. American Economic Review, 101(6), 2590-2615.
• Liu, Y., & Long, F. (2025) Data and Algorithms: Strategic Disclosure of Competitiveness on Platforms Through Marketplace Analytics. Marketing Science, forthcoming. Available at SSRN 4890943.

Discussions讨论与交流