Defense Time: 15:00 p.m., Wednesday, July 15, 2026

Defense Location: Room 0411, Teaching Building 0, Jiuli Campus

Personal Profile: Du Huafeng, born in June 1995 in Yibin, Sichuan Province, is a Ph.D. candidate (admitted in 2022) at the School of Economics and Management, Southwest Jiaotong University. His primary research field encompasses logistics and supply chain management. During his graduate studies, he has published over ten papers in prestigious journals, including the Journal of Industrial Engineering and Engineering Management, the Chinese Journal of Management Science, the Systems Engineering-Theory Methodology Application, the Journal of Systems Engineering, and the Asia-Pacific Journal of Operational Research.

Thesis Title: A Study on Manufacturer Sales Model Selection Considering Consumer Quality Perception and Channel Structure

Thesis Overview: This study focuses on consumers’ online shopping contexts, taking innovative technology products as the research object. From the dual perspectives of consumer perceived behavior and manufacturer channel structure, it systematically examines how quality uncertainty and channel encroachment influence the optimal sales model choice for data-driven manufacturers. By constructing and solving a two-stage game-theoretic model, the study rigorously delineates the market conditions under which manufacturers should adopt a direct-sales model versus a direct-leasing model, and uncovers the underlying mechanisms of optimal pricing decisions across different sales models. The findings offer actionable insights and strategic references for manufacturers designing channel strategies under incomplete information.