中國人民大學企業與組織研究中心
組織經濟學Seminar 總第74期 【OE201606】  
組織經濟學（Organizational Economics）Seminar由中國人民大學企業與組織研究中心（CFOS）主辦。CFOS的宗旨是，利用現代經濟學方法研究中國的企業、政府、市場和非營利組織的重大問題，推動企業理論、契約理論和制度經濟學的研究與教學。關注CFOS，請訪問http://CFOS.ruc.edu.cn。
時間：2016年5月18日（周三）12：00－13：30
地點：人大明德主樓734
主講：俞浩君（上海財經大學國際工商管理學院 助理教授）
主題：Strategic Product Spotlighting on Online Shopping Marketplace: Product Market and Search Advertising Market （網絡銷售場所的策略性產品吸晴：產品市場和搜尋廣告市場）
摘要：Like Google, online shopping marketplaces (e.g., Amazon Marketplace or Taobao Mall) also allows sellers to compete for a spotlight position through second-price auction. However, a marketplace’s profit comes from product market (e.g., commission fees), in addition to the search advertising market. Thus, when deciding the spotlight position, a marketplace needs to balance the profits from both markets. Our paper shows an important result, “incentive alignment”: given any search cost, spotlighting the seller with the highest value for the spotlight position can yield higher joint profits in the product and search advertising markets. The “incentive alignment” implies that the spotlight decision based on mere search advertising market is optimal to the marketplace although its profits depends on two markets. In addition, we show that, in the context of marketplace, there also exists “Position Paradox” and our interpretation is based on both product and search advertising markets, which is new to the literature.
 
演講者簡介：俞浩君，上海財經大學國際工商管理學院助理教授。2015年獲得南加州大學經濟系博士學位。研究領域主要為產業組織理論和實證產業組織。現有Working Paper “Rating Score Premium and Seller’s Score Management through Dynamic Pricing: Evidence from Taobao”, “Sequential Search Model with Partial Depth”等。
 
中國人民大學經濟學院 人大企業與組織研究中心 人大國發院新政治經濟學研究中心 人大微觀數據與實證方法研究中心 2016年5月16日