风险喜好型零售商主导的双渠道定价策略研究

A Dual-Channel Pricing Strategy by Risk Preference Retailers

一个由生产商和零售商组成的供应链中决策的顺序为:零售商率先根据自己掌握的市场信息公布最大潜在订单数量,生产商根据最大订单数量来调整其批发价格和直销渠道价格,最后零售商才确定其最优订货数量。研究表明,在一个由风险喜好型的零售商和一个风险规避型的供应商组成的供应链中,零售商风险偏好系数超过某一特定值时,随着需求方差的增加,零售渠道最优定价会越来越高;而对于风险规避型供应商,则是随着需求方差和(或)供应商风险规避程度的增加,会选择较低的产品售价以期获得稳定的收入。

A decision by manufacturers and retailers in a supply chain follows a certain order. Firstly, the retailers announce maximum potential order quantity based on their own marketing information; secondly, the manufacturers adjust the prices of wholesale and direct channel based on the maximum order quantity; finally, retailers decide the optimal order quantity. Studies have shown that in a supply chain formed by risk preference retailers and risk aversion suppliers, when retailers risk preference coefficient exceeds a certain value, the optimal pricing of retail channels will increase along with the increasing demand variance; in order to obtain a stable income, the risk aver- sion suppliers will choose lower product prices when demand variance and （or） the degree of risk aversion increase.