电子商务环境下风险厌恶的双渠道供应链决策模式

Study on Decision-making Mode of Risk-averse Bi-channel Supply Chains under E-commerce Environment

运用期望-方差模型研究了风险厌恶情况下双渠道供应链的决策模式,分析了集中式和分散式供应链的价格决策,讨论了风险厌恶水平对制造商和零售商价格决策的影响。研究结果表明,风险厌恶的双渠道供应链的产品价格会低于风险中性的双渠道供应链的产品价格,与集中式决策的供应链比较,分散式决策供应链中的垂直和水平竞争会导致渠道无效率。

In this paper, using the expectation-variance model, we studied the decision-making mode of a risk-averse bi-channel supply chain, analyzed the optimal decisions of the supply chain when centralized decision-making and distributive decision-making were practiced respectively, discussed the influence of the level of risk aversion on the price decision of the manufacturers and retailers and at the end, elaborated on the findings.