管理学院李明珺老师2025年7月19日-7月22日参加2025年 INFORMS International国际会议，将在校内作相关分享报告。
报告时间：2025年8月1日 10:00
报告题目：Social Bundling with Status Products: The Role of Social Technology and Reference Group Effect
报告人简介：Mingjun Li received her Ph.D. degree in Management Science and Engineering from the University of Science and Technology of China, Hefei, China, in 2021. She is currently a Research Associate with School of Management, University of Science and Technology of China. Her research interests include decision science, supply chain management, and OM-Marketing interface. Her research has been published in mainstream journals of management including IEEE Transactions on Engineering Management, Annals of Operations Research, Energy Economics, and Computers & Industrial Engineering.
摘要：The rise of social media and technological advances has transformed consumer behavior, particularly in conspicuous consumption. Our study explores the impact of social technology and consumer social effect on the bundling strategy. In this study, we consider a distribution channel in which a retailer sells a conspicuous product and has the option of bundling it with a manufacturer's product. Our findings indicate that for ordinary status products, bundling is an effective tool through which retailers can charge more and exploit followers' desire to imitate leaders. For luxury products, the bundling strategy helps retailers better serve high-end consumers and distinguish their products from those of the competition without adding costly features. Both social technology effect and consumer segments may facilitate (or weaken) retailers' incentives to bundle. Better social technologies don't always lead to higher prices and profits for both firms. Moreover, in the distribution channel, the manufacturers may also benefit from retailer bundling options and social technology enhancements, even if their products do not have social attributes. The bundling effect and the social technology effect on wholesale prices may reinforce (or offset) each other.
