市场营销学系学术讲座

时间：2024年5月21日（周二）13:30-15:00

地点：思源教授楼624室

主题：Segmenting Consumer Location-Product Preferences for Assortment Localization

主讲人：刘佳，香港科技大学商学院副教授

主持人：庄雷，复旦大学管理学院青年副研究员

摘要:

When managing multiple stores in the same marketplace, retailers need to select store locations and localize product assortments to reflect the demand of each community it serves. This paper develops a dynamic system, called the dual Poisson-Gamma Dynamic Systems (dPGDS), for panel data on product assortments and individual consumers’ purchases across store/vending locations. The dPGDS can help retailers automatically profile different consumer segments driven by store visiting preferences, measure the relationships across store locations, and estimate the product preferences for each consumer segment simultaneously. The dPGDS relies on a Bayesian nonparametric prior and can be efficiently trained for large-scale transactional data using our proposed MCMC inference algorithm. We apply the dPGDS in the retail vending market in major train stations in Japan. We demonstrate the face validity of the dPGDS and its value for retailers to improve vending location decisions as well as product assortment at the location level.

简介:

Liu Jia is an Associate Professor of Marketing and an (Affiliated) Associate Professor of Industrial Engineering and Decision Analytics (IEDA) at Hong Kong University of Science and Technology (HKUST). Her research interests have covered a broad range of areas, including consumer search, advertising, pricing, recommender system, user generated content, social network, big data analytics, product assortment, revenue management, and AI. Jia has an extensive experience in working with various companies in different sectors. Her research has been published in several leading journals (i.e., Marketing Science, Journal of Marketing Research, Management Science, and Quantitative Marketing & Economics). Her research has also won several distinguished awards, including the 2018 John Little award for best marketing paper published in Marketing Science or Management Science. She is the recipient of the 2023 MSI Young Scholar. Jia is on the editorial review board of both Marketing Science (received the 2023 Service Awards) and the Journal of Marketing Research. Prior joining HKUST in 2018, Jia was a Postdoc researcher at Microsoft Research (NYC). She holds a Ph.D. in Marketing from Columbia University, a M.S. in Statistics, and a B.S. in Mathematics.