营销学系讲座通知（营销系建系二十五周年系列活动）

主讲人：楚军红（CHU Junhong）博士（Professor of Marketing，HKU Business School）

讲座主题：Online Healthcare Platform Evolution: The Interplay of Bargaining and Network Effect

时间：6月20日（周二下午）3:00 - 4:30pm

地点：科研楼402

主讲人简介：楚军红博士目前为香港大学商学院（HKU Business School）市场营销学教授。她于2022年加入香港大学。在此之前，她曾任新加坡国立大学商学院（NUS Business School）院长讲席教授（Dean's Chair）、市场营销副教授（2006-2023），以及北京大学经济学副教授（1998-2001）。她还作为研究员访问了哈佛大学（1998-1999），并作为访问副教授访问了密歇根大学（2012-2013）。楚教授拥有芝加哥大学市场营销学博士学位、北京大学法学（人口学）博士学位和国际经济学学士学位。更多信息可访问个人网站 www.chujunhong.com。

讲座内容：Healthcare needs have been growing rapidly in many countries as populations age. Recently, ecosystems with online platforms at their center have emerged to address this need. This is because these platforms can scale rapidly, increasing healthcare access and equity. The speed of scaling depends on the network effects across healthcare providers and consumers on the platform. The network effects also impact the bargained prices for healthcare providers, which in turn impact the platform’s profits and growth rate. We develop a novel framework that combines theories of network effects and bargaining to examine the evolution of online healthcare platforms as they balance the conflicting objectives of growth and profitability. We apply our framework to data from a major Chinese online healthcare platform that links hospitals and consumers for preventive health exams. Our results show that hospitals that provide a stronger （weaker） inducement to consumers to join the platform, i.e., exhibit higher （lower） cross-network effects, extract more （less） economic value from the platform. Using a series of simulations, we provide insights for the platform in terms of resource allocation to balance growth and profitability. Consumers participating in this ecosystem also see a monetary benefit equivalent to two hours of minimum wages.

（For the early version, refer to https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3965007）

欢迎感兴趣的老师参加！