2026年7月9日（周四）9:30-10:30 彭小松  （里海大学）

讲座系列：数字经济与数字贸易理论与实践系列讲座第9场（学科发展系列讲座总期第125场）

讲座人： 彭小松  （里海大学）

时间：2026年7月9日（周四）9:30-10:30

地点：博学楼1220

主持人：马双（对外经贸大学国际经济贸易学院电子商务学系教授）

讲座题目：Platform Entry and the Bullwhip Effect

讲座摘要：Over the past two decades, e-commerce and third-party online retail platforms （e.g., Amazon, Tmall, JD.com） have expanded rapidly, achieving deep consumer penetration and generating rich, high-frequency demand data. This digital transformation of supply chains has reshaped how manufacturers interact with end consumers and downstream customers. Yet, despite the prevalence of manufacturers’ flagship-store entry on these platforms, its implications for supply chain demand propagation, , the bullwhip effect, remain underexplored. Methodology/results: Using a novel dataset and exploiting manufacturers’ staggered entry into third-party online retailing platforms over the past two decades as plausibly exogenous events, we implement a staggered difference-in-differences （DID） design to examine the impact of platform entry on the bullwhip effect. We find that such entry mitigates the bullwhip effect by enabling direct capture of end-consumer demand data that refines production and inventory decisions and by enhancing manufacturers’ bargaining power over downstream customers. The effect is more pronounced for manufacturers of experience goods and those with smaller market shares. A series of additional analyses confirms the robustness of these results. Practitioners can benefit from understanding that online retailing platform entry not only improves the customer experience, but also improves operational performance by reducing the bullwhip effect. Managers can leverage such entry to improve production planning, inventory management, and negotiation power with downstream customers.

主讲人简介：

彭小松，美国里海大学商学院教授，研究兴趣包括运营和供应链战略、技术管理、数据分析、人工智能在服务与制造运营中的应用,以及医疗健康运营管理等。其研究成果发表在Manufacturing and Service Operations Management, Journal of Operations Management, Production and Operations Management和Decision Sciences等期刊。彭教授目前是Journal of Operations Management的部门编辑，Production and Operations Management的高级编辑，Decision Sciences和Journal of Supply Chain Management的副主编。获得多个编辑奖项，包括Journal of Operations Management 最佳副主编奖和Production and Operations Management Society最佳审稿人奖等。