基于策略消费者风险偏好的供应链协调研究

Supply Chain Coordination with Strategic Consumer's Risk Preference Considered

在传统的策略消费者的报童模型基础上,探讨了消费者风险偏好对供应链协调的影响,引入消费者风险偏好系数,证明了在此影响下销售商的最优定价和订货量会降低,从而减少了供应链的收益。为改善这种状况,提出两部定价法,同样考虑消费者的风险偏好,得出了在相同的风险偏好下,这种批发价格随着订货量递减的两部定价策略与单一线性价格策略相比,前者的销售商的最优订货量会增加,最优销售价格会降低,使消费者获得更多的剩余价值,从而使供应链整体的效益提高。通过算例对结论进行了验证。

Based on the newsvendor model for traditional strategic consumers, the effect of consumers＇ risk prefennce on supply chain coordination is addressed in this paper. By introducing the risk preference coefficient, it is shown that consumers＇ risk preference results in the decrease of seller＇ s optimal price and the optimzd order quantity as well, thereby reduces the supply chain benefits. To solve this problem, a two- part tariff strategy is put forward in considering consumers＇ risk preference. By this new strategy, with the same risk preference, the optimal price decreases as the order quantity increases. In this way, while the consumers gain more surplus value, the profit of the whole supply chain is increased. The results obtained are verified by an example.