时间：2024年4月9日（星期二）15:30-16:30
地点：经管大楼A楼 四楼第二会议室报告厅
主题：Will the presence of ‘fashion knockoffs’ benefit the original-designer-label product supply chain?（时尚仿冒品对原创设计师品牌供应链的影响机制研究）
主讲人：王颖嘉（8087金沙娱场城）
简介：Yingjia Wang is a Lecturer in the Department of Industrial Engineering at the Business School, University of Shanghai for Science and Technology. She received her PhD degree in School of Fashion and Textiles from The Hong Kong Polytechnic University. Her main research areas include supply chain management, operations management, etc. She has published 5 papers in international leading journals including International Journal of Production Economics, International Journal of Production Research，Transportation Research Part E: Logistics and Transportation Review and Annuals of Operations Research.
王颖嘉，8087金沙娱场城工业工程系讲师。香港理工大学博士。主要研究方向包括供应链管理、运营管理等。在International Journal of Production Economics, International Journal of Production Research，Transportation Research Part E: Logistics and Transportation Review, Annuals of Operations Research等国际期刊发表5篇SCI/SSCI论文。
摘要：Fashion knockoffs, which refer to the copycat behaviours of some brands in fashion apparel, are widely seen. It is commonly believed that the presence of fashion knockoffs harms the original-designer-label (ODL) product seller. Motivated by the industrial interviews and real-world observations, we build game-theoretical models to examine the impacts of fashion knockoffs on the ODL product supply chain and its agents with the consideration of risk attitudes. Explicitly, in the basic model, we consider a common manufacturer producing for both a knockoff product seller and a risk sensitive ODL product seller. The ODL product seller and the knockoff product seller make pricing decisions to optimise their own profits. We interestingly find that the presence of fashion knockoffs benefits the ODL product supply chain and its agents when (i) the ODL product seller is risk averse and the ratio of demand uncertainty is relatively small or (ii) the ODL product seller is risk seeking and the ratio of demand uncertainty is sufficiently large. The findings indicate that a risk averse (seeking) ODL product seller is more prone to benefit from the presence of fashion knockoffs when selling fashionable (classic) products.
时尚仿冒品，即一些时尚服饰品牌的模仿行为，在现实生活中普遍存在。人们普遍认为，时尚仿冒品的存在损害了原创设计师品牌（ODL）的利益。受行业访谈和现实世界观察所启发，本文构建了博弈论模型，以考察时尚仿冒品对原创设计师品牌产品供应链及其成员的影响，同时考虑了他们的风险态度偏好。具体来说，在基础模型中，本文考虑了一个同时为仿冒品卖家和风险偏好型ODL产品卖家生产产品的制造商。ODL产品卖家和仿冒品卖家通过制定价格决策以优化自身利润。有趣的是，研究发现当（i）ODL产品卖家厌恶风险且需求不确定性比例相对较小，或（ii）ODL产品卖家追求风险且需求不确定性比例足够大时，时尚仿冒品的存在有利于原创设计师品牌产品供应链及其成员。这些发现表明，在销售时尚（经典）产品时，厌恶风险（追求风险）的ODL产品卖家更容易从时尚仿冒品的存在中获益。
