Professor Eric Fang from University of Illinois at Urbana-Champaign gave an academic report to faculty and PhD students

On May 16, 2013, Eric Fang, a visiting Professor from Business Strategy and Marketing Department of University of Illinois at Urbana-Champaign gave a wonderful academic report to the faculty and PhD students by focusing on the topic “Existing Customer and Potential Customer: Marketing of Search Bidding Platform” at the invitation of Business Administration Branch of School of Economic Management. The lecture was held at 611 Meeting Room ofSchool of Economics and presided over by President of School of Business Administration.
New Network Platform poses a challenge to the traditional Customer Relationship Management (CRM) Theory. After a brief introduction of the PPC profiting model of a certain large network platform and the advert search behavior of customers, Professor Eric Fang pointed out, “due to the network externality, the quantity of buyers and sellers can, to a larger extent, affect the PPC Price willingly paid by the buyers. Either at the Establishing Stage and Established Stage, the contribution made by new buyers and new sellers to the platform is far more than the one made by the old buyers and old sellers to the platform.” In this regard, he further analyzed the platform profiting contribution made by the platform to the subsidy to the buyers and the sellers and found the decisions made by the sellers based on the previous experience, so the platform is of the time lag nature to the sellers’ investment. Later, Eric Fang tried to verify the relevant assumptions and models with the data of a certain large domestic network platform. The great contribution of this research result lies in that it refutes the theory of the traditional companies to devotedly maintain the old customer relationship, thus advancing that the network platform could better draw the attention form the new customers.
In the interactive communication, Eric Fang showed great interest in problems raised by the teachers and PhD students as to how to obtain the relevant research data and also gave the detailed answers and explanations.
Currently, Eric Fang is the Lifetime Professor of University of Illinois at Urbana-Champaign. In 2005, he obtained Ph.D in Marketing from Illinois University. Thus far, he has published many research papers at the top-grade international journals, including Journal of Marketing, Organization Science, Marketing Science, Journal of International Business Studies, mainly engaging in the studies: Innovation management; marketing strategy; International Business.