基于决策者风险偏好特性的供应链竞合策略研究

Research on Supply Chains Co-opetition Strategy Based on Decision-maker's Risk Preference

在两条供应链相互竞争的背景下,采用均值—标准差风险度量准则研究了决策者的风险偏好特性(风险喜爱、风险中性或风险规避)对于供应链各成员企业的最优定价决策和竞合策略的影响。研究发现,供应链各成员企业的最优定价决策与决策者的风险偏好特性以及产品替代效应密切相关,而且供应链成员企业的风险偏好特性以及产品替代效应都是影响其合作策略选择的关键因素。此外,当供应链成员企业采用不同的竞合策略时,供应链系统的效用并不一定会随其成员企业的风险偏好度的减小而减小。最后,通过数值分析也证实了上述结论。

In the context of competition between two supply chains, this paper studies how the decision-maker＇ s risk preference （risk-averse, risk-neutral or risk-prone ）influences co-opetition strategies and optimal pricing decisions of all supply chain members, by the mean-standard deviation criteria. The results show that, the optimal pricing decisions are closely related to the risk preference and product substitutability. Moreover, the co-opetition strategy of supply chain is determined by the risk preference and product substitutability. In addition, the utility of the supply chain does not always decrease with the reduction of the member＇ s risk sensitivity when the supply chain chooses different co-opetition strategies. Finally, a numerical analysis verifies the above conclusions.