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2020年12月03日
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上海市市场学会参与主办的“华人学者营销协会第六届中国市场营销国际学术年会”分会场 · 第七辑

第七辑 | 健康市场营销分会

华人学者营销协会第六届中国市场营销国际学术年会(China Marketing International Conference 2018?)将于2018年7月20-22日在上海财经大学举行


会议以“智慧营销:人、技术与创新”为主题,由华人学者营销协会、上海财经大学商学院、上海市市场学会共同主办

CMIC设有9个特邀分论坛,分别代表营销研究和实践领域的9个专题。大会邀请与主题相关的优秀青年学者和业界人士进行专题分享和交流。这些分会场时间安排在7月21日和7月22日下午,欢迎您选择自己感兴趣的专题前往。


小编为大家介绍第七辑内容。


第七辑 健康市场营销分会

7月22日 下午13:30-15:00

大会现场通知

分会主席

刘强(普渡大学)、余伟萍(四川大学)


演讲人介绍

卢峰

卢峰现任普渡大学克兰纳特管理学院管理学副教授。她于北京大学取得国际关系和经济学双学位,经济学硕士学位,西北大学凯洛格管理学院管理经济学和战略博士。


卢峰教授的研究方向包括: 健康管理和分析, 非政府组织运作管理,创新管理。她的研究发表在 Management Science, Nature, Production & Operations Management, 和 Journal of Health Economics 等学术期刊。卢峰教授的研究论文获得了2015年WHITE最佳论文奖。从2017年起,她担任Production & Operations Management的健康运作管理部门的资深编辑。


卢峰教授在普渡大学讲授运作管理核心课程, 连续多年被列为克兰纳特管理学院最佳教师。


刘强

刘强现任普渡大学克兰纳特管理学院管理学副教授, 他于北京大学取得信息管理和经济学双学位,加州大学伯克利统计硕士,康奈尔大学管理学博士。


刘强教授的研究方向包括: 离散选择模型,动态结构模型,医药健康产业, 贝叶斯统计应用等。 他的研究发表在Management Science,Marketing Science, International Journal of Research in Marketing, 和Journal of Royal Statistics Society 等学术期刊。


刘强教授在普渡大学讲授数字和社交媒体营销,连续多年被列为克兰纳特管理学院最佳教师。


雷鸣

雷鸣现为普渡大学克兰纳特管理学院博士研究生,他于中国人民大学取得经济学学士和硕士学位。他的博士论文研究获得了普渡研究基金的支持。


余伟萍

余伟萍现任四川大学商学院管理学教授、博士生导师, 曾到荷兰代尔夫特技术大学、美国华盛顿大学商学院访学, 长期从事医院管理、 食品安全、绿色营销等方面的教学、研究、培训与咨询工作。?


余伟萍教授主持完成了多项国家自科、 社科及省部级课题,在国内权威及核心刊物上发表相关文章100余篇,曾获得四川省科技进步三等奖、成都市第十二次社会科学优秀成果奖三等奖、四川省第十七次社会科学优秀成果三等奖。


段桂敏

段桂敏是成都中医药大学管理学院副教授,于四川大学取得管理学博士、硕士和学士学位,研究方向为医患关系、医院服务管理。她的研究获得了国家社会科学基金青年项目支持。


分享内容摘要


卢峰教授的分享主题

Does Competition Improve Service Quality? The Case of Nursing Homes Where Public and Private Payers Coexist


Susan Feng Lu?

(Krannert School of Management,?

Purdue University),

Konstantinos Serfes?

(LeBow College of Business,?

Drexel University),

Gerard Wedig?

(Simon Business School,?

University of Rochester),

Bingxiao Wu

?(Department of Economics,?

Rutgers University)


Competition plays an ambiguous role in markets for credence goods, where public and private payers coexist. Using nursing home data with a wide range of market structures, we find a U-shaped relationship between competition and service quality when nursing homes serve a mix of private and public segments, and a monotonic relationship when providers only serve the public segment. The outcomes can be explained by the interplay of two opposing effects of competition: the reputation building effect whereby competing firms choose high quality to build a good reputation and the rent extraction effect whereby competition hinders investment for quality improvements by eliminating price premia. These observations are consistent with a repeated game model that incorporates public and private payer segments. Overall, our U-shaped finding suggests that antitrust policy should consider a “rule of reason” to guide mergers in markets with endogenous quality.


刘强教授的分享主题

Comparative Marketing Communication: The Case of Drug Detailing


Qiang Liu?

(Purdue University - Krannert?

School of Management),

Ho Jung Yoon

?(Sejong University),

Hongju Liu

?(Peking University)


In the pharmaceutical industry, comparative marketing communication has been practiced in detailing, the personal selling to physicians. With physician-level panel data of detailing and prescriptions, we examine the effectiveness of comparative detailing versus noncomparative detailing. The Bayesian hierarchical probit model with reduced-form detailing policy functions allows us to examine comparative detailing at both aggregate level and individual physician level, while controlling for possible simultaneity issues in noncomparative detailing and comparative detailing. We find that (1) comparative detailing is less or equally effective than noncomparative detailing at the aggregate level, but there is strong heterogeneity across individual physicians; (2) some brands strategically focus their comparative detailing efforts on physicians who are less responsive to noncomparative detailing but more responsive to comparative detailing than others; (3) the market leader faces a denigrating loss if underdog brands compare against it in their detailing visits, but a generic brand enjoys a free-exposure benefit when other brands in the category compare against it in their detailing visits. Finally, our policy simulation shows that a ban of comparative detailing can reduce the market share of generic drugs by 1.76% in statin market.


雷鸣的分享主题

Insurer Competition and Premium Dispersion on Healthcare Marketplaces

Ming Lei?

?(Purdue University - Krannert?

School of Management),

Qiang ?Liu

?(Purdue University - Krannert?

School of Management),

Ting ?Zhu

?(Purdue University - Krannert?

School of Management)


Affordable Care Act (ACA) introduced health insurance marketplaces that provide ACA qualified health insurance products of various attributes with high subsidies as well as heavy regulations. This paper studies the impact of insurer entry on insurance premiums in ACA marketplaces. We utilize the public data from federal run marketplaces and construct a panel of insurance premium and characteristics for representative plans in 2,512 counties of 39 states. Our initial finding is consistent with previous literature in that insurer entry would lower premium for a specific type of plan. In addition, we find the premium dispersion between high quality and low quality plans increases with competition. To further explore influencing factors of plan premium, we develop a product level panel and we find more insurers is associated with higher premium for 2014-15 and lower premium for 2016-17. We believe this heterogeneity could be the result of shrinking risk pool for insurers. We proposed methods to test our assumption and discuss managerial and public policy implications of our findings.


余伟萍教授的分享主题

分级诊疗下基层首诊阻碍及策略研究

——以成都市为例


何明莉?
(四川大学商学院),
余伟萍
(四川大学商学院),
宋先燕
(四川大学华西临床医学院)?


“Strained relationship between doctors and patients”, “The deterioration of the doctor-patient relationship”, “The problem of doctor-patient relationship”, “Chinese doctor-patient relationship problem”, “The doctor-patient relationship crisis” have become Internet sensitive words in recent years. However, in the context of highly developed Internet and new media, the rapid spread of doctor-patient disputes has aroused high attention and heated discussions.?


In addition to the policy system and social factors, medical technology quality, medical service quality, medical expenses, doctor-patient communication, medical crisis management, doctor-patient trust, etc all can significantly influence doctor-patient relationship. Therefore, building a harmonious doctor-patient relationship requires comprehensive consideration of the changes in the subject of doctor-patient relationship, medical service process and environmental situation.


The topic of this sharing includes three aspects: research on the obstruction and strategy of primary diagnosis in hierarchical medical treatment in Chengdu; research on the influence factors of new physician-patient relationship in view of hospital and medical staff; analysis of the doctors’ cognition of mobile health apps and optimization strategy to stakeholders in Chengdu, China. We share how to improve the doctor-patient relationship and promote the hospital brand from three perspectives of policy system, doctor-patient relationship and mobile medicine.


段桂敏教授的分享主题

Classification and Prediction of Violent Events to Medical Staff Spreading on Microblogging Based on Self-Organizing Feature Map


段桂敏

(成都中医药大学管理学院),

廖鑫

?(成都中医药大学管理学院)


Using SOM neural network model, this research classifies and predicts the microblog propagation law of hot-hit medical events, and provides the basis for the rapid and accurate prediction of the development of public opinion and the corresponding measures to improve the relationship between doctors and patients.?


We selected 30 violent events to medical workers with obvious transmission characteristics on Weibo in the 2017 as the object of study, crawled the microblog Web data with crawler software, recorded the new microblogging amount every two hours, and used the neural network SOM model to cluster the number of blog posts. The method of polynomial function in MATLAB software is used to predict and analyze the data.


The spreading tread of network public opinion in the violent events is divided into six types, which are: Bluff type, waterfall type, zigzag type, steep type, abrupt type and wave type. There are different types of communication characteristics. The prediction effect of the wave-type event is better, which accords with the actual spreading tread.


相关阅读:

合辑 | 2018CMIC营销盛会分会场预告(1~6)

分会场预告 · 第六辑 | 娱乐营销分会

分会场预告 · 第五辑 | 大数据营销分会

会分场预告 · 第四辑?| 数字营销和新媒体分会

分会场预告 · 第三辑 | 共享经济

分会场预告 · 第二辑 | 产品管理与创新

分会场预告 · 第一辑 | 数字化内容营销

会议通知 | 第六届中国市场营销国际学术年会

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