At 12:30 p.m., November 9, 2022, the Business School of Central University of Finance and Economics (CUFE) held the 17th Session of the Excellent Academic Forum Lecture Series in 2022 online through Tencent Meeting. Dr. Ling Ruobing from the Business School of Central University of Finance and Economics was invited as the keynote speaker of this lecture, and more than 30 people (including teachers, master and doctoral students, and undergraduate students) attended this lecture.

    Liu Wei, an associate professor from the Department of Organization and Human Resources Management of the Business School presided over this meeting and introduced Dr. Ling Ruobing’s resume. Ling Ruobing graduated with a bachelor's degree from the School of Mathematical Sciences of Beijing Normal University and a Ph.D. from NUS Business School. She is currently an assistant professor at the Department of Marketing of the Business School of Central University of Finance and Economics. His main research interests are channel relations, bargaining and platform economics.

    The topic of the lecture delivered by Dr. Ling Ruobing was “Online Extension and Channel Bargaining Power”. How will the bargaining power between the manufacturer and the traditional intermediary change if the manufacturer adds an online channel to the established physical stores? This paper collects the commission data of a Chinese women's wear manufacturer in department stores and uses the difference-in-differences model to study this issue. The research results show that online sales channels can promote the manufacturer's bargaining power relative to department stores: after the online channel has been opened, the manufacturer's commission paid to department stores will decrease by 2%, and its annual revenue will thus increase by about RMB 10 million. The mechanism research further shows that the manufacturer’s bargaining power increases mainly because the online channel enhances the value of the manufacturer’s external choices. This paper provides suggestions on how to improve the manufacturer’s bargaining power and revenue share in offline channels.

    After the sharing, the attending teachers and students actively participated in the discussion about the topic of the lecture delivered by Dr. Ling Ruobing, and Dr. Ling answered their questions in an enthusiastic manner, further deepening their academic exchanges.

    The “Excellent Academic Forum” is an academic exchange platform established by the Business School to fulfill the mission of “contributing new management knowledge”, which focuses on cutting-edge theoretical issues and organizational development dilemmas in the discipline of business administration and the Chinese enterprise management practice, and brings together frontier ideas and innovative ideas in China and abroad, so as to explore Chinese solutions for China's social and economic development.