公平关切与损失规避对混合双渠道供应链订货策略的影响

发布时间：2018-07-24 17:37

【摘要】：针对混合双渠道供应链成员公平关切与损失规避行为往往导致其订购决策偏离最优订购量的现象,构建考虑成员行为偏好和需求转移的混合双渠道供应链订购模型。运用纳什讨价还价博弈模型,研究公平关切行为对双方成员最优订购策略的影响,并在此基础上进一步分析零售商损失规避与公平关切行为对零售商订购决策的影响。理论分析与数值算例表明:当成员均存在公平关切行为时,制造商的订购量大于理性最优订购量,而零售商的订购量小于理性最优量;当制造商存在公平关切行为、零售商同时存在公平关切与损失规避行为时,零售商订购量变化幅度随损失规避系数的增大而逐渐减小,而随公平关切系数的增大先减少后增加;产品单位利润、产品转移率、单位缺货成本等因素会对由零售商行为偏好引起的订购量偏差产生不同程度的影响。
[Abstract]:In view of the phenomenon that the fairness concern and loss aversion behavior of the members of the hybrid double-channel supply chain often lead to their ordering decision deviating from the optimal order quantity, the order model of the mixed double-channel supply chain considering the behavior preference and demand transfer of the members is constructed. By using Nash bargaining game model, this paper studies the influence of fair concern behavior on members' optimal ordering strategy, and further analyzes the influence of retailers' loss aversion and fair concern behavior on retailers' order decision. The theoretical analysis and numerical examples show that the manufacturer's order quantity is larger than the rational optimal order quantity, while the retailer's order quantity is smaller than the rational optimal amount when the member has fair concern behavior, and when the manufacturer has fair concern behavior, When retailers have both fair concern and loss aversion behavior, the range of retailer order volume decreases gradually with the increase of loss avoidance coefficient, but decreases first and then increases with the increase of fair concern coefficient. The unit shortage cost and other factors will affect the deviation of order quantity caused by retailer's behavior preference to varying degrees.
【作者单位】：东北大学工商管理学院;
【基金】：国家自然科学基金资助项目(70972100,71372186)
【分类号】：F274

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