报告题目：Supplying to nanostores: Traditional retail channel selection in megacities
报 告 人：閤继文
报告时间：2019年3月27日，14:00-15:30
报告地点：书音楼 503
主办单位：现代供应链管理研究院
【报告人简介】
Jiwen Ge works as a postdoctoral research fellow at the Tuck School of Business at Dartmouth College advised by Professor Brian Tomlin. Prior to joining Tuck, he did his PhD at Eindhoven University of Technology in the Netherlands, advised by Professors Jan Fransoo (now at Kuehne Logistics University) and Dorothee Honhon (University of Texas at Dallas). Throughout his PhD and postdoc projects, he conduct research in traditional retail distribution in megacities, where he studies the sales, pricing, channel and network strategies for Consumer Packaged Goods suppliers to sell through millions of nanostores in emerging market megacities.
閤继文现为达特茅斯学院塔克商学院博士后，导师为Brian Tomlin。加入塔克商学院之前，他在2017年于荷兰埃因霍温理工大学取得博士学位，导师为Jan Fransoo（现在汉堡Kuehne Logistics University）和Dorothee Honhon（德州大学达拉斯分校）。在博士生和博士后期间，他研究领域为发展中国家超大型城市传统零售分销系统。其中，他主要研究快消品供应商的销售，定价，渠道和网络决策问题。
【摘要】
Nanostores are traditional small independent retailers that are present in large numbers in the megacities of the developing world. In the aggregate, they often represent the largest sales channel for Consumer Packaged Goods Manufacturers, who can choose to deliver to this channel either directly – visiting tens of thousands of stores per day in a megacity – or via wholesalers – saving on distribution cost but forfeiting the direct access to the store owners to promote their brands and develop demand. We study the decision of the manufacturer whether to deliver directly to the nanostores or whether to use the wholesale channel strategy and characterize the optimal policy. We show that the decision depends on two key characteristics of each channel strategy, namely the gross profitability of the channel strategy, which is based on the gross sales margin and the logistics operating cost and the growth-adjusted profitability of each channel strategy, which also factors in the growth potential of each channel strategy.
