考虑有限理性的供应链价格策略协调分析

发布时间：2018-01-29 16:19

本文关键词： 供应链协调强势零售商有限理性公平偏好压价　出处：《上海交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：协调是供应链管理问题的核心。为了消除双重边际化效应，学者们提出各种有效的机制，其中价格协调机制是研究热点之一。然而，传统的供应链价格协调问题都基于完全理性的假设，越来越多的实验研究发现决策者是有限理性的，具有公平偏好。近几年学者们纷纷在有限理性的假设下构建模型，重新审视供应链价格协调机制的适用性。随着零售业的快速发展，供应链主导力量逐渐由供应商转移至零售商。有调研报告显示，近80%的受访供应商企业在与零售商谈判时曾遭遇被强行压低价格的行为。针对中国零售业中由零售商压价行为引起的零供矛盾，，本研究提出了行之有效的解决方案，帮助供应商在弱势环境中保全自身利润，从而实现供应链价格协调和公平交易。首先，本文提出同时受到产品零售价格和零售商市场投入影响的需求函数，分析有限理性下的价格策略对零售商市场投入的影响，为零售商提供管理决策建议。这是以往有限理性相关研究所没有涉及的。其次，从完全理性/有限理性，有压价/无压价的两个维度构建四个分散式供应链模型，分析零售商的压价行为和制造商的有限理性对供应链最优决策和绩效的影响。最后，研究发现制造商的公平偏好可以提升（损害）品牌商誉，减轻（加剧）双重边际化效应，但无法实现供应链价格协调；而零售商的压价行为在一定条件下可以提升品牌商誉，并通过旁支付的手段实现供应链协调；两个因素的共同作用能够提升品牌商誉，消除双重边际化效应，提出有效的利润分配方案以实现供应链协调和公平交易。因此，在完全理性和有限理性的假设下，零售商的压价行为都是一种有效的供应链价格协调手段。
[Abstract]:Coordination is the core of supply chain management. In order to eliminate the double marginalization effect, scholars put forward a variety of effective mechanisms, among which price coordination mechanism is one of the hot topics. The traditional supply chain price coordination problem is based on the assumption of complete rationality, more and more experimental research found that the decision-makers are limited rationality. In recent years, scholars have constructed models under the assumption of limited rationality to re-examine the applicability of supply chain price coordination mechanism. With the rapid development of retailing, the leading power of supply chain is gradually transferred from supplier to retailer. Nearly 80% of the supplier companies interviewed have been forced to hold down prices in negotiations with retailers. In this study, an effective solution is proposed to help suppliers preserve their profits in a weak environment, so as to achieve price coordination and fair trade in the supply chain. First of all, this paper proposes a demand function which is influenced by both the retail price of products and the input of the retailer market, and analyzes the influence of the price strategy under the limited rationality on the input of the retailer market. Provide management advice to retailers. This is not involved in previous research on limited rationality. Secondly, four decentralized supply chain models are constructed from two dimensions of complete rationality / limited rationality and two dimensions of low price and no pressure price. This paper analyzes the influence of retailer's price reduction behavior and manufacturer's limited rationality on the optimal decision and performance of supply chain. Finally, it is found that the manufacturer's fair preference can enhance (damage) brand goodwill, alleviate (aggravate) the double marginalization effect, but can not achieve price coordination in supply chain. Under certain conditions, the retailer's price reduction behavior can improve the brand goodwill and achieve supply chain coordination through the means of side payment. The combined action of the two factors can enhance the brand goodwill, eliminate the double marginalization effect, and put forward an effective profit distribution scheme to achieve supply chain coordination and fair trade. Therefore, under the assumption of complete rationality and limited rationality, retailers' price reduction is an effective means of price coordination in supply chain.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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