講座題目：When Ethics Meet Algorithms: Corporate Social Responsibility in Personalized Pricing and Network Effects（當(dāng)?shù)赖聹?zhǔn)則與算法相遇：個(gè)性化定價(jià)與網(wǎng)絡(luò)效應(yīng)中的企業(yè)社會(huì)責(zé)任）
主講人：盧立建 香港科技大學(xué)商學(xué)院
講座時(shí)間：2025年12月04日15:00
講座地點(diǎn)：學(xué)院419
內(nèi)容摘要：
As big data and advanced analytics become more prevalent, companies are increasingly adopting personalized pricing strategies. While these strategies can boost profitability, they also raise concerns about fairness and consumer privacy, often leading to reduced price transparency. This paper explores how corporate social responsibility (CSR) initiatives can reconcile the tension between profit-driven personalized pricing and consumer welfare in digital markets characterized by network effects and price (un)observability. We show that, without CSR, price discrimination can diminish consumer surplus and firm profits due to coordination failures among consumers stemming from network externalities and price opacity. Our findings reveal that CSR initiatives -- especially those that factor consumer surplus into pricing -- create a self-regulating mechanism that: (1) aligns consumer incentives, (2) enhances firm profits beyond standard discriminatory pricing, and (3) leads to Pareto improvements by increasing surplus for all market participants. We validate our findings across various contexts, including different network structures and sequential purchasing, illustrating their generalizability and robustness. These results underscore the vital role of CSR in fostering efficiency and sustainability in personalized pricing. Our findings offer managers a strategic framework for ethical pricing that strengthens competitive positioning in digital markets and provide valuable guidance for policymakers, suggesting that CSR incentives can effectively address concerns related to algorithmic fairness.
隨著大數(shù)據(jù)與高級(jí)分析技術(shù)的日益普及，企業(yè)越來(lái)越多地采用個(gè)性化定價(jià)策略。盡管這類策略能夠提升盈利能力，但也引發(fā)了關(guān)于公平性與消費(fèi)者隱私的擔(dān)憂，并往往導(dǎo)致價(jià)格透明度降低。本文探討了在具有網(wǎng)絡(luò)效應(yīng)和價(jià)格（非）可觀測(cè)性特征的數(shù)字市場(chǎng)中，企業(yè)社會(huì)責(zé)任（CSR）舉措如何調(diào)和逐利性個(gè)性化定價(jià)與消費(fèi)者福利之間的張力。研究證明，在缺乏CSR的情況下，由于網(wǎng)絡(luò)外部性與價(jià)格不透明引發(fā)的消費(fèi)者協(xié)調(diào)失靈，價(jià)格歧視可能損害消費(fèi)者剩余與企業(yè)利潤(rùn)。研究發(fā)現(xiàn)，CSR舉措——特別是那些將消費(fèi)者剩余納入定價(jià)考量的舉措——能構(gòu)建一種自我調(diào)節(jié)機(jī)制，該機(jī)制具有以下特征：（1）協(xié)調(diào)消費(fèi)者激勵(lì)，（2）將企業(yè)利潤(rùn)提升至超越標(biāo)準(zhǔn)歧視性定價(jià)的水平，（3）通過(guò)增加所有市場(chǎng)參與者的剩余實(shí)現(xiàn)帕累托改進(jìn)。我們?cè)诙喾N情境下驗(yàn)證了研究結(jié)論，包括不同網(wǎng)絡(luò)結(jié)構(gòu)與序列購(gòu)買行為，證明了其普適性與穩(wěn)健性。這些結(jié)果凸顯了CSR在促進(jìn)個(gè)性化定價(jià)效率與可持續(xù)性方面的重要作用。本研究為管理者提供了強(qiáng)化數(shù)字市場(chǎng)競(jìng)爭(zhēng)地位的道德準(zhǔn)則定價(jià)戰(zhàn)略框架，同時(shí)為政策制定者提供了重要參考，表明CSR激勵(lì)機(jī)制能有效應(yīng)對(duì)算法公平性相關(guān)議題。
主講人簡(jiǎn)介：
Professor Lu is an Assistant Professor at HKUST School of Business and Management. His primary research interests are in the area of data-driven decision-making with a focus on applications in e-commerce, pricing and revenue management, supply chain management, healthcare and service systems, finance-operations interface. His work has been recognized by world leading journals such as Management Science, Manufacturing & Service Operations Management, Mathematics of Operations Research, Production and Operations Management. He is recipient of Finalist of INFORMS George Nicholson Student Paper Competition and Second place of POMS College of Supply Chain Management Student Paper Competition .Prior to joining HKUST Business School, Professor Lu took senior leadship in three sectors: finance, e-commerce, and online display advertising. Professor Lu was Founder and CIO at UniQuant Capital, where he lead quantitative research team and manage 3 billions quantitative long-short hedge funds; Executive Director at China Innovation Fund leading PE/VC investment in TMT area with 150 billions AUM; Vice President at Goldman Sachs Asset Management leading quantitative factor portfolio research and management with 15 billions USD AUM; Senior Research Scientist at Knight Capital Group on high frequency trading, at Amazon.com on e-commerce and logistic optimization, at AppNexus.com on online display advertising market.
盧立建，香港科技大學(xué)商學(xué)院助理教授。其主要研究領(lǐng)域包括數(shù)據(jù)驅(qū)動(dòng)決策，重點(diǎn)關(guān)注電子商務(wù)、定價(jià)與收益管理、供應(yīng)鏈管理、醫(yī)療健康與服務(wù)系統(tǒng)、金融與運(yùn)營(yíng)交叉界面等方向的應(yīng)用研究。其學(xué)術(shù)成果發(fā)表于Management Science、Manufacturing & Service Operations Management、Mathematics of Operations Research、Production and Operations Management等國(guó)際權(quán)威期刊。在加入香港科技大學(xué)商學(xué)院前，盧教授曾在金融、電子商務(wù)及在線廣告三大部門擔(dān)任高級(jí)管理職務(wù)，曾任UniQuant Capital創(chuàng)始人兼CIO、中國(guó)創(chuàng)新基金執(zhí)行董事、高盛資產(chǎn)管理公司副總裁，并曾在騎士資本集團(tuán)、亞馬遜公司、AppNexus公司任職。
