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The research on supply chain coordination of online and offline fusion model-The 9th Teacher Development Center Forum of Business School

To strengthen the academic exchanges between business school teachers, and to help students improve the writing ability, the business school held this activity in room 202 on the morning of June 7th.The professor Chen Zhisong was invited to participate in this forum, conducting a profound exchange and discussion about online and offline fusion model of the supply chain coordination with the business school teachers and students. Many teachers and students of management attended the lecture.

Professor Chen Zhisong has long been devoted to the research of supply chain management, resource economy and management,and has published more than 30 papers in the 《Renewable Energy》(TOP SCI)、《Journal of Renewable and Sustainable Energy》(SSCI, SCI)、《Water Resources Management》(SCI)、《Naval Research Logistics》(SSCI, SCI)、《Transportation Journal》(SSCI)、《Computers & Industrial Engineering》(SCI)、《China Management Science》、《Journal of Management Engineering》and so on. Also, he has presided a number of research projects, such as Natural Science Foundation of China、Postdoctoral Science Foundation of China、Postdoctoral Science Foundation of Jiangsu Province、   Natural Science Foundation of universities in the Jiangsu Province 、Philosophy and Social Science Fund of universities in the Jiangsu Province,etc.Then, he has won some honorary titles,such as the award of the fourth National 100 outstanding management case , the award of the 20th Enterprise management modernization innovation achievement in the Jiangsu Province, the business school social services advanced individual and so on.

    With the development of Internet technology, the model of traditional sale is also changing, O2O model rises. In this context, Professor Chen added the strategic customer behavior to the analysis framework, in order to study the issues of supply chain coordination of the O2O model.First of all, Professor Chen used Store #1, S. F. Express and Suning's cases to point out that only with the realization of seamless docking between online and offline can the enterprises give full play to the advantages of both, and maximize the utility of manufacturers and consumers. Then, Professor Chen analyzed the power of the O2O model: it’s particularly important when strategic customers will make purchase decisions between the sales season and the promotion season to achieve maximum utility. O2O model is in the ascendant, due to domestic and overseas research literature is still in lack, with broad space in research. Subsequently, Professor Chen built a theoretical model to analyze a supply chain system composed of only one supplier and retailer.O2O contains two models, one is "online order + offline experience + offline payment + self-delivery", the other is "online browsing + offline experience + online purchase + offline delivery." Professor Chen derived strategic customers’ maximum expected residual value  and the optimization of centralized supply chain from the two models of O2O mode and pure online and pure offline models. Then he conducted numerical analysis and compared results, found that O2O model can bring more profit to the supply chain members, while the pure online and offline model can give strategic customers more utility. Finally, Professor Chen also pointed out the shortcomings and the future research direction of this study.

  After the end of the report, though it is lunchtime, Professor Chen exchanged opinions deeply with teachers and students on the problems during research. Teachers and students feel the depth of Professor Chen's academic foundation and superb academic level from clear explanation of ideas, unique research perspective and exquisite combination between complexity and simplicity. In our warm applause, this Teacher Development Center Forum concluded successfully .