报告题目：Customer Reward Programs for Two-Sided Markets
时间：4月23日9:00-10:00
地点：yl23411永利A423
主讲人：吕承益 科罗拉多大学博尔德分校
主持人：袁泉 浙江大学
主讲人简介：
Chengyi Lyu is a PhD candidate at University of Colorado Boulder. Her research focuses on platform-based businesses. Specifically, her work can be classified into two interrelated streams. In the first stream, she builds economic models to understand the rationales and impacts of innovative business models, thereby offering managerial insights and guidance for platforms and other stakeholders. In the second stream, she develops optimization and data-driven methods to enhance decision-making and operational efficiency.
讲座摘要：
This paper examines the rationale and impacts of customer reward programs in two-sided markets, investigating the efficacy of such programs and highlighting their interplay with matching schemes. We show that adopting a customer reward program can often dramatically improve the platform's profit. Importantly, matching schemes play an important role -- customer reward programs are much more lucrative under priority matching schemes than a random matching scheme. We conclude that customer reward programs can be an even more important profit-boosting tool for two-sided markets than for traditional one-sided markets.
