前景理论视角下的零供协作研究

Research on the Collaboration Between Retailer And Supplier Based on Prospect Theory

零供协作可以降低成本,企业之间由零和博弈变为双赢甚至多赢,现实中为数不多的零供协作往往是大型企业之间的合作,强势企业和弱势企业之间的真正合作几乎没有。利用前景理论从心理学的角度解释强弱企业之间合作困难的现象背后的原因,并利用前景理论中的确定性效应、放射性效应等原理提出增强零供协作的具体措施。

the collaboration between retailers and suppliers can reduce cost , zero sum game of enterprises be-comes win-win or more win.A few collaboration often occur in large enterprises ,the collaboration is very few be-tween the strong enterprise and the weak enterprise in reality.The paper explains reason why collaboration doesn ’ t occur between the strong and the weak from psychology angle of prospect theory.and then , the paper offer some concrete measures making use of certainty effect and radioactive effect in order to enhances collaboration , finally author thinks：government should carried out pilot , introduced encourages policy , specific treatment depending on exceptional case.