時 間：10月28日 下午12：30—2：00
主 講 人：吳芳 副教授
主講人簡介：吳芳博士2010年從加拿大阿爾伯塔大學獲得工商管理學博士學位后，加入上海財經大學商學院任市場營銷系副教授。此前，吳芳博士還分別從阿爾伯塔大學和華中科技大學獲得經濟學碩士和學士學位。在上海財經大學商學院講授市場營銷建模（博士）、多元數據分析（博士）、國際營銷（碩士）和市場營銷管理（本科，MBA）等課程。學術領域主要包括消費者行為建模，市場結構分析和競爭決策等領域，主要擅長用計量經濟學，貝葉斯等統計方法進行數據分析。目前多篇論文在國際權威學術刊物Management Science, Journal of Marketing Research，International Journal of Research in Marketing, Journal of Regulatory Economics, Health Economics, and Journal of Transport Economics and Policy發表，同時還有多篇論文在國際權威期刊Management Science 和Journal of Marketing在審。主持兩項國家自然科學基金青年項目。
Abstract International market has been increasingly important for global movie industry. However, it is not easy for a movie to achieve international success, as many international film markets are regulated and the protectionist policies countries adopt vary. The existence of these protectionist policies significantly affect the effectiveness of movie studios’ international releasing strategies, which further influences the foreign movies’ performance in the international market.
In this research, we aim to explore the economic impact of the release gap of foreign movies on movies' box offices in a regulated foreign market (i.e., China). We emphasize that in a regulated film market such as China, local government may use various explicit and implicit protectionist policies to limit a foreign movie’s Chinese releasing date, and partly contribute to a well-observed phenomenon of great variation in releasing gaps.
The research questions we want to examine, therefore, include: 1) will the release gap of foreign movies definitely hurt the performance of these movies? If yes, how this happen? 2) Would the manipulation of foreign movies’ releasing gaps actually help increase the overall market performance of the domestic movies? To answer these questions, we decompose the effects of releasing gap into three components: delay effect, word-of-mouth effects and seasonality effect. We then use weekly box office data for all movies that were released in China during 2008 to 2015 and empirically show that if all the foreign movies are allowed with the day-of-date release (i.e., no delay effect and word-of-mouth effect), the box offices of foreign movies will increase, while those of Chinese movies will decrease. However, the overall box offices in the Chinese market will increase.