公平偏好下考虑服务水平的双渠道供应链定价策略研究

发布时间：2018-06-24 23:06

本文选题：公平偏好 + 定价策略　；参考：《重庆交通大学》2017年硕士论文

【摘要】：随着社会经济的持续发展和人们生活水平的不断提高,供应链的权力结构也发生了变化,不同的供应链权力结构具有不同的定价策略。所以,在双渠道供应链这个新兴领域,研究不同权力结构下如何制定最优的定价策略具有重要的指导意义。目前,已经有大量的博弈实验和行为经济学实验都表明决策者不是纯粹自利的,而是存在诸多的行为心理偏好,例如公平偏好,这些公平偏好行为对人们的决策会产生影响且考虑零售商提供服务也能直接的改变决策者的定价策略。所以,本文在制造商主导、两者权力对等和零售商主导这三种不同权力结构下,同时考虑了供应链成员的公平偏好行为和零售商服务水平等因素,运用博弈论方法求解双渠道供应链最优定价策略。本文主要分为以下两个部分:第一部分,在三种不同的权力结构中引入公平偏好因素,建立相应的效用函数并求解供应链的最优定价策略,随后运用数值模拟来分析不同公平偏好程度和服务水平对双渠道供应链定价策略的影响,研究内容主要体现在本文的第3、4、5章。研究结果表明:网络直销价格均不受供应链成员公平偏好的影响;在制造商主导的结构下,零售价格在考虑零售商公平偏好下不受影响,在考虑制造商公平偏好下受影响;批发价格、利润和效用均受渠道成员公平偏好的影响。在权力对等的结构中,零售价格、批发价格、利润和效用均受渠道成员公平偏好的影响。在零售商主导的结构下,零售价格考虑制造商公平偏好下不受影响,在考虑零售商具有公平偏好下受影响;批发价格、利润和效用均受渠道成员公平偏好的影响。服务水平的不同对决策变量均有影响且同时考虑服务水平和公平偏好因素的影响会产生一定的交叉效应。第二部分,对比分析三种不同权力结构下供应链成员的最优决策的异同。分别基于零售商和制造商具有公平偏好行为下进行讨论,研究内容主要在本文的第6章。研究结果表明:不同的权力结构下供应链的决策各不相同,且随着供应链成员公平偏好程度的变化,决策变量在三种不同权力结构下的最优状态也发生了改变。本文是在双渠道供应链的研究中,同时考虑了零售商服务水平和供应链成员公平偏好行为因素,并得出基于三种不同的权力结构下供应链的最优定价策略。得到的研究结果既可以促进双渠道供应链发展又可以为一些企业的决策提供参考。
[Abstract]:With the continuous development of social economy and the continuous improvement of people's living standard, the power structure of supply chain has also changed. Different power structure of supply chain has different pricing strategy. Therefore, in the emerging field of dual channel supply chain, it is of great significance to study how to make the optimal pricing strategy under different power structures. At present, a large number of game experiments and behavioral economics experiments have shown that decision-makers are not purely self-interest, but there are a lot of behavioral psychological preferences, such as fairness preferences. These fair preference behaviors have an impact on people's decision making and the consideration of retailers' service can directly change the decision makers' pricing strategy. Therefore, under the three different power structures of manufacturer leading, power equivalence and retailer leading, this paper takes into account the fair preference behavior of supply chain members and the service level of retailers, and so on. The game theory is used to solve the optimal pricing strategy of double channel supply chain. This paper is divided into the following two parts: the first part introduces the fair preference factor into three different power structures establishes the corresponding utility function and solves the optimal pricing strategy of the supply chain. Then we use numerical simulation to analyze the influence of different fair preference degree and service level on the pricing strategy of double-channel supply chain, which is mainly reflected in Chapter 3 / 4 of this paper. The results show that network direct selling prices are not affected by the fair preferences of supply chain members, and retail prices are not affected by considering retailers' fair preferences and manufacturers' fair preferences under the manufacturer dominated structure. Wholesale price, profit and utility are affected by the fair preference of channel members. In the structure of power equivalence, retail price, wholesale price, profit and utility are all affected by the fair preference of channel members. Under the retailer dominated structure, the retail price is affected by the manufacturer's fair preference, while the retailer's fair preference is considered. The wholesale price, profit and utility are all affected by the channel members' fair preference. The difference of service level has influence on the decision variables and the influence of service level and fairness preference factors will have a certain cross effect at the same time. In the second part, the similarities and differences of the optimal decision of supply chain members under three different power structures are analyzed. Based on the fair preference behavior of retailers and manufacturers, the research is mainly in Chapter 6 of this paper. The results show that the decision-making of supply chain is different under different power structure, and the optimal state of decision variables under three different power structures is changed with the change of fairness preference of supply chain members. In this paper, we consider the factors of retailer service level and supply chain members' fair preference behavior in the research of two-channel supply chain, and get the optimal pricing strategy of supply chain based on three different power structures. The results can not only promote the development of double-channel supply chain but also provide reference for some enterprises to make decisions.
【学位授予单位】：重庆交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

【相似文献】