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Recently, Dr. Zhang Zhe, a young lecturer at our School of Logistics and Management Engineering, published a paper titled “Research on Social Media E-commerce Invasion Strategies Considering Consumer Types” as the first author in the 2024 issue 6 of the important journal in management science and engineering - Journal of Management Engineering. Journal of Management Engineering is one of the earliest academic journals in China’s management science community and is recognized by the Management Science Department of the National Natural Science Foundation of China as an A-level important journal in management science, and is also classified as an FMS-T1 level journal.

The paper “Research on Social Media E-commerce Invasion Strategies Considering Consumer Types” focuses on the phenomenon of social media platforms entering the e-commerce market. Using game theory and consumer utility theory, it constructs an invasion decision model to explore the impact of consumer social heterogeneity, social media invasion costs, and direct sales channel operating costs on social media invasion decisions and the optimal profits of manufacturers and retailers. The results of the paper indicate that: firstly, when the invasion cost exceeds a certain threshold, even if the invasion difficulty is low, the optimal strategy for social media may still be not to invade; secondly, the lower the operating cost of direct sales channels, the less attractive social media sales platforms are to manufacturers, but in some cases, even if this cost is lower than the commission set by social media, manufacturers have the incentive to delegate sales to social media; lastly, the comparison of scenarios with and without social consumers reveals that the presence of social consumers does not always incentivize social media invasion. The research results reveal the complexity of social media e-commerce invasion behavior, providing theoretical support and guidance for the management practice of cross-border operations by media platforms.

Dr. Zhang Zhe is an outstanding young lecturer recruited by YUFE in June 2023. As the first author or corresponding author, he has published six papers in renowned domestic and international management science journals, including the European Journal of Operational Research, Omega, Computers & Industrial Engineering, Expert Systems with Applications, Journal of Cleaner Production, and Journal of Management Engineering.