不同竞争结构下损失厌恶及公平关切供应链决策优化研究

Study on Decision Optimization of Loss-aversion and Fairness-concern Supply Chain under Different Competition Structure

考虑消费者的损失厌恶心理和零售商的公平关切心理,在四种不同竞争结构下,分析损失厌恶、公平关切对制造商、零售商定价和供应链绩效的影响。结果表明,随着损失厌恶的增强,企业和供应链绩效下降,在纳什均衡博弈、制造商主导Stackelberg博弈和零售商主导Stackelberg博弈下,批发价格和零售价格均下降,在供应链集中下,批发价格不变,零售价格下降;随着公平关切的增强,供应链绩效提高,在纳什均衡博弈、制造商主导Stackelberg博弈和零售商主导Stackelberg博弈下,批发价格下降,零售价格分别增大、不变和增大,制造商与零售商绩效分别下降和提高,在供应链集中下,企业定价不受影响;供应链绩效在供应链集中下最大,在制造商主导Stackelberg博弈下最小。

Considering the loss-aversion of consumer and the fair-concern of retailer,effects on pricing decisions of manufacture,retailer and supply chain performances are discussed under four competition structures in this paper.Results show that,with the loss-aversion increasing,performances of enterprises and supply chain will decrease,under Nash equilibrium game,manufacturer dominated Stackelberg game and retailer dominated Stackelberg game,both the wholesale price and the retail price will decrease,under supply chain concentration,the wholesale price will remain the same,and the retail price will decrease;with the fair-concern increasing,supply chain performances will increase,under Nash equilibrium game,manufacturer dominated Stackelberg game and retailer dominated Stackelberg game,the wholesale price will decrease,and the retail price will increase,keep unchanged and increase respectively,performances of manufacturer and retailer will decrease and increase respectively,under supply chain concentration,pricing decisions of enterprises will remain unchanged;supply chain performances are the largest under supply chain concentration,and the smallest under manufacturer dominated Stackelberg game.