6 月 23 日上午，广东外语外贸大学商学院商学系列讲座之学术大讲堂第 32 期在大学城校区院系楼 360会议室顺利开展。本次讲座特邀挪威斯塔万格（Stavanger）大学商学院战略学 Robert Kreuzbauer 教授主讲，讲座主题为“Quality Uncertainty, Natural Scarcity, and Endogenous Luxury in Differentiated oligopoly”，学院师生到场参与学术交流，讲座由管理科学系副系主任赵思思主持。

Robert Kreuzbauer 教授分享

本次讲座围绕奢侈品市场稳定溢价形成的内在逻辑展开深入探讨。Robert Kreuzbauer首先提出核心研究问题：为何部分品类能够长期维持奢侈品属性，持续表现出高溢价、排队抢购以及二手市场加价等现象，而另一些品类在产能放开、产品质量完全透明后，其溢价却会迅速消失。针对这一现象，教授指出，现有研究多从质量声誉信号或消费者地位需求等单一维度展开分析，尚不足以完整解释奢侈品稳定均衡形成的条件。

围绕这一研究缺口，Robert Kreuzbauer构建了统一的均衡分析框架，提出内生奢侈品持续存在需同时满足两个关键条件：一是依托认证机制与声誉激励形成可信的高品质供给，二是高端产能存在刚性约束。其中，可信品质是奢侈品市场得以形成的基础，产能约束则决定了市场均衡的运行方式。在凸性产能成本和垄断竞争市场设定下，模型呈现出两种不同的市场运行区间：当产能供给充足时，相关品类将逐渐趋向普通溢价商品，市场需求扩张主要表现为产量增加，商品溢价随之消失；而当高端产能受限时，市场冲击将直接传导至价格端，进而催生配给摩擦、排队现象和二手转售溢价。即便行业竞争会压缩厂商利润，这一奢侈品市场运行机制仍然能够持续存在。该研究从理论建构、量化分析工具和实证解释三个层面，进一步揭示了产能条件与信息条件对奢侈品市场溢价存续的关键作用。

讲座现场

在交流互动环节，现场师生围绕奢侈品市场建模、产能约束的实证衡量、品牌信号机制以及模型在中国消费市场中的应用等问题积极提问。Robert Kreuzbauer教授结合自身跨国研究经验和品牌战略案例进行了细致解答，为师生在奢侈品经济、产业竞争战略等方向的科研探索提供了新的理论视角和分析工具。本次讲座立足产业经济学与品牌战略领域国际前沿，以严谨的数理模型剖析奢侈品市场运行规律，有效拓宽了学院师生在产业竞争与消费经济领域的学术视野。

主讲人简介

Robert Kreuzbauer is a Professor of Strategy at the University of Stavanger Business School. He has held academic positions at various leading institutions, including the University of llinois at Urbana-Champaign,Nanyang Business School in Singapore, and Aalto University in Finland. His research focuses on innovation and branding strategy, as well as consumer signaling. In his current work has explores the application of Al models to enhance management decision-making.

Professor Kreuzbauer's research has been published in several prominent academic journals, including the Journal of Experimental Psychology: General, Journal of Product Innovation Management, Current Directions in Psychological Science, Journal of the Roval Society Interface.He has taught marketing, innovation and strategy.related courses at some of the world’s top business schools and has been recognized for his excellence in teaching,having been nominated for Best Business School Teacher at Nanyang Business School.