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題目：Proportional vs. Unit Pricing: Evidence from Alibaba’s Digital Food Delivery Platform

時間：2024年4月26日10:30-12:00

地點：明德主樓734

匯報人：周曉嵐（耶魯大學經濟學博士；山東大學經濟學院教授）

主持人：羅茸（中國人民大學經濟學院副教授）

摘要：

Using granular geospatial data from Alibaba’s digital food delivery platform in the PRC, we compare the effectiveness of proportional vs. unit pricing in the cooked food sector only, or in the fresh food sector only, or both sectors. We build a structural model to analyze the discount pricing strategies of a platform, incorporating shop price competition, intertemporal demand spillover effect at the platform level, and cross-group network effects (CNEs) of shops and riders on consumers. We find positive intertemporal demand spillover effects at the platform level. The cooked food and fresh food sectors are static substitutes but dynamic complements to each other. The CNEs of shops on consumers and delivery riders are positive, and the same-side network effects (SNEs) of shops on other shops are negative, while the magnitudes are larger for shops with higher net gross merchandise volume (GMV) in the cooked food sector. Setting a higher standard for shop entry could be beneficial for a platform. From the perspectives of both extensive margin and intensive margin, a unit price discount on the fresh food sector only is likely to be most efficient for a platform to expand its market size and boost the total net GMV. Furthermore, a unit price discount on the fresh food sector only is also likely to be most efficient for a socially-concerned platform.

個人簡介：

周曉嵐，山東大學經濟學院教授，獲耶魯大學經濟學博士學位、武漢大學經濟與數學雙學士學位。她的主要研究領域是產業組織經濟學、微觀經濟學、國際貿易。她的研究成果發表于The Rand Journal of Economics，International Economic Review等。