风险喜好型零售商主导的双渠道定价策略研究(英文)

Pricing Decision of Dual Channel with Risk Seeking Retailer

针对由一个风险喜好的零售商和一个风险规避的供应商组成的两层双渠道供应链,本文研究了当零售商在供应链中占主导地位情况下,双渠道中参与者的风险偏好程度和需求方差变化对其定价决策的影响。研究表明,随着零售商风险喜好程度的增加,零售渠道最优定价会减小;当零售商风险喜好达到一定程度时,随着需求方差的增长零售渠道最优定价才会提高。最后用一个算例验证了结论。

For a two-level supply chain with a risk seeking retailer and a risk averse supplier, retailer is dominant in the supply chain.This paper studies the effect of risk averse value and demand variance on the pricing decisions.The study shows that the optimal prices of retail channel increase with the increasing of risk seeking value.Only when the risk seeking value of retailer reach a certain level,can the optimal prices of retail channel increase with the increasing of demand variance. Finally,a numerical example is given to illustrate the finding.