中国人民大学企业与组织研究中心
组织经济学Seminar 总第74期 【OE201606】  
组织经济学（Organizational Economics）Seminar由中国人民大学企业与组织研究中心（CFOS）主办。CFOS的宗旨是，利用现代经济学方法研究中国的企业、政府、市场和非营利组织的重大问题，推动企业理论、契约理论和制度经济学的研究与教学。关注CFOS，请访问http://CFOS.ruc.edu.cn。
时间：2016年5月18日（周三）12：00－13：30
地点：人大明德主楼734
主讲：俞浩君（上海财经大学国际工商管理学院 助理教授）
主题：Strategic Product Spotlighting on Online Shopping Marketplace: Product Market and Search Advertising Market （网络销售场所的策略性产品吸晴：产品市场和搜寻广告市场）
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.
 
演讲者简介：俞浩君，上海财经大学国际工商管理学院助理教授。2015年获得南加州大学经济系博士学位。研究领域主要为产业组织理论和实证产业组织。现有Working Paper “Rating Score Premium and Seller’s Score Management through Dynamic Pricing: Evidence from Taobao”, “Sequential Search Model with Partial Depth”等。
 
中国人民大学经济学院 人大企业与组织研究中心 人大国发院新政治经济学研究中心 人大微观数据与实证方法研究中心 2016年5月16日