考虑资金约束和风险态度的供应链定价策略研究

Research on the Supply Chain Pricing Strategy Based on Risk Attitude and Capital Constraint

在零售商资金约束下,研究了风险中性的制造商与风险厌恶的零售商组成的双渠道供应链定价模型。给出了零售商资金充足下的制造商和零售商最优定价策略以及在资金不足情况下,零售商采取不同筹集资金方式(银行借贷和推迟支付)下的双渠道供应链定价策略,探讨了零售商风险厌恶程度和筹集资金方式对渠道价格以及制造商、零售商运作绩效的影响。最后进行数值算例,结果表明零售商的风险厌恶程度不仅影响传统渠道的销售价格而且影响直销渠道价格,零售商越厌恶风险,渠道销售价格越低,制造商和零售商运作绩效越低。当零售商资金不足时,采用不同的筹集资金方式对制造商和零售商的渠道价格、运作绩效影响情况不同,发现当采用推迟支付策略时,可以改善制造商和零售商运作绩效,减少供应链绩效损失。

This paper analyzes the pricing model of dual-channel supply chain with a risk-aversion retailer and a risk-neutral supplier based on the retailer’s capital constraint. And then,it puts forward the optical price strategy of a retailer and a supplier under well-funded situation and the dual-channel supply chain price strategy when retailer adopts different ways to raise money（ the bank loan-payment way and the deferred-payment way） under capital constraint. At the same time,it discusses the channel price and members’ operational performances with different degree of risk aversion and different ways of raising money and conduct the numerical calculation. Results show that the retailer’s risk aversion degree not only affects the selling prices of traditional channel,but also affects the price of direct channel,and the more risk-aversion,the lower channels price and members’ operational performances. When the retailer’s capital insufficiency,the channels price and members’ operational performances is different by using different ways of raising money,if adopting the strategy of deferred-payment,the manufacturer’s and retailer’s operational performance can be improved and the supply chain performance loss can be reduced.