【报告人】：  黄志民教授(美国Adelphi大学商学院)

【报告时间】：2015年5月27日（星期三）15:00

【报告地点】：主楼6层

【报告题目】：Cooperative Advertising in Supply Chain Management
 
【报告摘要】：
　　The main reason for a manufacturer to use co-op advertising is to motivate immediate sales at the retail level.  The manufacturer’s national advertising is intended to influence potential consumers to consider its brand and to help develop brand knowledge and preference, and is also likely to yield benefits beyond sales from an individual retailer.  Retailer’s local advertising gets people into the store and, with the passage of time, brings potential consumers to the stage of desire and action and gives an immediate reason to buy (brands being offered, specific prices, store location, etc.).  Co-op advertising provides consumers the information needs when they move through the final stages of purchase and a congruence of information and information needs that would be impossible if the manufacturer uses only national advertising.  In addition to the same objective of immediate sales at the retail level as the manufacturer, the retailer utilizes co-op advertising to reduce substantially its total promotional expense by sharing the cost of advertising with the manufacturer.

　　Most studies to date on vertical co-op advertising have focused on a relationship where the manufacturer is a leader and the retailer is a follower, which implies that the manufacturer dominates the retailer.  The design and management is the main subject.  Little attention has been given to the recent market structure in which retailers retain equal or more power than manufacturers do in retailing.  This study is intended to discuss the relationship between co-op advertising and the efficiency of manufacturer-retailer transactions.

【报告人简介】：
　　黄志民，美国Adelphi大学商学院教授，The University of Texas at Austin运营管理博士 (1991)，OMEGA: International Journal of Management Science副主编，International Journal of Information Technology and Decision Making，International Journal of Sustainable Society，International Journal of Society Systems Science等杂志的编委，主编了多个杂志的特刊，同时为30多个国际性杂志及许多基金和出版社审阅论文和书稿。黄志民在管理、经济、运筹等一流学术刋物上共发表文章50多篇，其中，有2篇发表在决策科学学科排名第1的杂志Decision Sciences上，有9篇发表在运筹学学科排名前3、DEA领域排名第1的杂志European Journal of Operational Research上，有1篇收集在由世界著名管理经济学家Cooper等编辑的“数据包络分析手册”（Handbook of DEA）一书中。根据SCI和SSCI的统计数据，到2012年4月，黄志民共有50篇论文被检索，并被2,250多篇论文引用。被引用最多的两篇论文是：“Polyhedral Cone-Ratio DEA Models with an Illustrative Application to Large Commercial Banks,”（发表在Journal of Econometrics）和“Cone Ratio Data Envelopment Analysis and Multi- objective Programming,” （发表在International Journal of Systems Science），被引用次数分别达到440多次和300多次。 这些文章中涉及到的一个重要领域是数据包络分析，该理论体系是由运筹学泰斗、管理科学创始人Charnes和Cooper在1978年建立（Charnes是黄志民的博士学位导师， 曾入围1974年诺贝尔经济学奖最终3人角逐名单）。 黄志民和Charnes、Cooper进一步发展了数据包络分析有关理论和模型，他们发表的文章中有5篇创立了经典理论，有2篇建立了经典模型，而以他们名字命名的“锥比率”Cone Ratio DEA模型和“满意度”Satisficing模型被学术界认为是最有影响的DEA模型之一。