竞争和风险规避对双渠道供应链决策的影响

Effect of Competition and Risk Aversion on Dual Channel Supply Chain

针对具有风险规避特征的制造商和零售商组成的双渠道供应链,分析非竞争环境下双渠道供应链中产品在不同渠道的最优定价;研究存在替代产品竞争的市场环境下,原双渠道供应链中风险规避型参与者的定价决策以及替代产品决策者的最优定价;探讨双渠道中参与者的风险规避度对其定价决策的影响,分析表明随着参与者风险规避度的增大,供应链中各渠道的最优定价都减小,制造商和零售商的期望收益也随之减小;借助数值分析,研究竞争对风险规避型参与者决策的影响,并对模型中各关键参数进行敏感度分析。研究结果表明,一定程度的市场竞争会减弱参与者风险规避特征对其决策产生的影响,提高参与者的定价,增加参与者的收益。在参数的敏感度分析中,用来反映替代产品对双渠道上产品影响的交叉敏感度的增大会提高双渠道上产品的定价,也增加风险规避型参与者的收益。

For a supply chain with a risk averse supplier and a risk averse retailer, the optimal channel prices are studied under non-competition environment. Then the optimal decisions of risk averse members are analyzed when a substitutive product exists in the competitive market and the effect of risk averse value on the decisions is studied. The study shows that both channel prices and members＇ profits decrease with the increasing of the risk averse value. At last, using numerical analysis the effect of competition on the decisions of risk averse members is analyzed and the sensitivity analysis of key parameters on pricing decisions and members＇ profits are studied. The analysis illustrates that the competition can weaken the effect of members＇ risk averse value on the decisions when the competition is not intensive enough. The optimal prices of dual channel are higher than those under noncompetition environment. The expected profit of both members are increased. The sensitivity analysis shows that the prices of dual channel and the risk averse members＇ profits increase with the increasing of the cross-price sensitivity.