報告主題：DiffusingGreen Innovations in Social Networks via Word of Mouth
報告人🍩：洪兆富教授
報告時間♢：2022年12月7日星期三19:00-
報告形式🧉：騰訊會議： 568-378-972
報告摘要🧑🏼🏭：
Motivatedby the automobile industry's practice of diffusing green cars (i.e., Tesla'sgreen viral marketing campaign), this study investigates innovative greenproduct diffusion via word-of-mouth (WOM) in social networks. Specifically, weconsider a pricing problem of launching a new green product to a market withgreen/gray consumer segmentation in presence of an old and competitivenon-green product. Differentiating from the literature, we use the percolationmodel to characterize the diffusion process and focus on investigating the roleof network structures, especially network connectivity, in green productdiffusion via WOM. By analyzing a main model with the non-green product at anexogenous price, we find the choice of using WOM (or advertising) tosuccessfully diffuse green products relies on network connectivity, and alsodevelop comparative statics of the optimal price and market share of greenproducts with respect to network connectivity. Moreover, we extend the mainmodel by incorporating government subsidy and dual product competitive pricing,and find the role of network connectivity will not change under subsidy,however, can change under dual product competitive pricing. Our resultshighlight the importance of acquiring knowledge of network structures oftargeted markets when designing WOM campaigns.
報告人簡介🥦：
洪兆富👷👨❤️👨，西北工業大學管理凯捷，教授、博士生導師。主要研究方向為綠色供應鏈管理👪🦅、平臺商業生態與合作機製設計💁🏻♂️、運營管理與營銷等方向的交叉研究。他長期聚焦可持續運營管理研究領域，系統地研究了綠色產品的設計、口碑營銷、生產計劃🧍🏻、庫存管理、定價決策、再製造管理等綠色供應鏈管理問題，提出了一系列綠色供應鏈管理的優化策略與方案。近年來🩱，他關註企業在經濟和社會層面的可持續發展問題，研究企業商業系統的合作機製設計問題。主持多項國家自然科學基金項目，主要研究成果發表在 European Journal of Operational Research🕓、Omega、Transportation Research Part E、International Journal of Production Economics、International Journal of Production Research 等運營管理領域國際主流期刊。獲得ESI高被引論文（top 1%）和ESI熱點論文（top 0.1%）獎🧦、美國電子與電氣工程師協會相關會議的最佳應用論文獎（法國巴黎）、European Journal of Operational Research審稿傑出貢獻獎、甘肅省社會科學優秀成果獎等學術獎勵✋；獲甘肅省高校青年教師成才獎等。
