考虑损失规避的温度敏感型产品定价与订货联合决策

发布时间：2019-07-02 16:33

【摘要】：在现实中存在一类温度敏感型产品,其市场需求往往与销售季内的平均温度相关。在针对温度敏感型产品的定价与订货联合决策中,温度的不确定性与零售商的损失规避行为是不可忽视的重要因素,如何构建考虑零售商损失规避的温度敏感型产品定价与订货联合决策模型是需要关注的问题。依据该类产品对温度的敏感类型,本文主要关注高温适用型和低温适用型两类产品。考虑温度变化对两类温度敏感型产品市场需求的影响,给出了两类温度敏感型产品的需求函数;在此基础上,考虑零售商的损失规避行为对零售商效用的影响,构建了以零售商期望效用最大为目标的决策模型;进一步地,依据期望效用最大化理论,求解模型并确定了零售商的最优价格和最优订货量;通过数值实验,分别针对高温适用型和低温适用型两类产品,分析了不同温度敏感系数下销售季内平均温度和损失规避系数对零售商最优决策结果的影响。分析结果表明,销售季内平均温度和零售商的损失规避程度均在不同程度上影响其最优决策结果;相对于不考虑产品温度敏感性的温度敏感型产品零售商的最优决策结果,考虑温度敏感性的该类产品零售商的最优决策结果会更加保守;分析结果还表明,考虑损失规避行为的温度敏感型产品零售商的订货量往往会高于损失中性的该类产品零售商的订货量。
[Abstract]:There is a kind of temperature-sensitive product in reality, and its market demand is often related to the average temperature during the sales season. In the joint decision of pricing and ordering of temperature-sensitive products, the uncertainty of temperature and the loss aversion behavior of retailers are important factors that can not be ignored. How to construct the joint decision-making model of temperature-sensitive product pricing and ordering considering retailers' loss aversion is a problem that needs to be paid attention to. According to the sensitive types of this kind of products to temperature, this paper mainly pays attention to two kinds of products: high temperature applicable type and low temperature applicable type. Considering the influence of temperature change on the market demand of two kinds of temperature-sensitive products, the demand functions of two kinds of temperature-sensitive products are given. On this basis, considering the influence of retailers' loss aversion behavior on retailers' utility, a decision model aiming at the maximum expected utility of retailers is constructed. Furthermore, according to the theory of expected utility maximization, the optimal price and optimal order quantity of retailers are solved and determined. Through numerical experiments, the effects of average temperature and loss aversion coefficient on the optimal decision results of retailers under different temperature sensitivity coefficients are analyzed for high temperature applicable products and low temperature applicable products, respectively. The results show that the average temperature in the sales season and the degree of loss aversion of retailers affect the optimal decision results to varying degrees, and the optimal decision results of temperature sensitive product retailers considering temperature sensitivity are more conservative than those of temperature sensitive product retailers that do not consider the temperature sensitivity of the product, and the optimal decision results of the retailers considering the temperature sensitivity are more conservative than those of the temperature sensitive product retailers. The results also show that the order quantity of temperature-sensitive product retailers considering loss aversion is often higher than that of loss-neutral retailers.
【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(71271049,71571039)
【分类号】：F274

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