前景理论视角下考虑战略顾客行为的供应链协调研究

发布时间：2018-04-15 15:28

本文选题：有限理性 + 前景理论　；参考：《管理工程学报》2017年04期

【摘要】：有限理性的战略顾客行为对于供应链优化运营管理有着重要的影响。本文分别在理性期望效用理论和前景理论视角下,构建了考虑战略顾客行为的短生命周期产品供应链集中决策与契约协调模型,并进行了对比数值分析,研究结果表明:(1)同样的促销价格下,前景理论视角下的供应链及其成员最优利润均远高于理性期望效用理论视角,而前景理论视角下的战略顾客最优净效用远低于理性期望效用理论视角。(2)理性期望效用理论视角下,随着促销价格的递增,供应链及其成员最优利润随之递减,战略顾客的最优净效用随之递增。(3)前景理论视角下,满足促销价低于成本的条件时,随着促销价格的递增,供应链及其成员最优利润随之递增,战略顾客的最优净效用随之递减。(4)无论是理性期望效用理论视角还是前景理论视角,采用一种改进的收益分享契约机制可以有效的实现供应链协调。
[Abstract]:Strategic customer behavior rationality has an important impact on the optimization of supply chain management. This paper in the rational expectation utility theory and prospect theory, based on the consideration of strategic customer behavior of short life cycle product supply chain coordination and centralized decision-making model, and compared the numerical analysis, the results show that: (1) the same promotional price, the optimal profit of the supply chain and its members from the view of prospect theory are much higher than the perspective of rational expectation utility theory, and the optimal strategy of customer net utility from the view of prospect theory is far lower than rational expectation utility theory. (2) from the perspective of rational expectation utility theory, with the increasing of promotional price, supply chains and their optimal profit decreases, the optimal net utility strategy of customers increased. (3) from the view of prospect theory, meet the promotional price lower than the cost conditions, with the Increased promotional price, supply chain members and the optimal profit increases, the optimal strategy of customer's net utility decreases. (4) whether rational expectation utility theory view or prospect theory perspective, using an improved revenue sharing contract mechanism can coordinate the supply chain effectively.

【作者单位】：南京师范大学商学院;
【基金】：中国博士后科学基金面上资助项目(2014M551623) 江苏省博士后科研资助计划项目(1301077C) 江苏省高校哲学社会科学研究基金资助项目(2014SJB094) 南京师范大学人文社科青年科研人才培育基金资助项目(1409006);南京师范大学教改研究项目“基于职业能力培养的供应链管理课程教研改革与探索”
【分类号】：F274

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