异质行为偏好对供应链决策及协调的影响

A Study of the Influence of Heterogeneous Behavior Preference in Decision-making and Supply Chain Coordination

考虑零售商的异质行为偏好,研究供应链的生产决策及协调问题。引入新的决策参考点探究异质行为偏好问题,构建考虑损失规避及公平关切的效用函数,研究零售商损失规避及公平关切对供应链最优决策及供应链协调性的影响。理论分析及数值算例表明:当批发价格满足不同条件时,零售商的损失规避及公平关切行为对其最优订货量的影响是不同的;在分散情形下,供应链不能达到系统最优,引进保险契约可以使供应链双方达到Pareto最优。

With the retailer＇s heterogeneous behavior preference,the production decision and coordination are studied. The utility function considering loss aversion and fairness is developed by using new decisionmaking reference point,and effect of the retailer＇s loss aversion and fairness concerns about the optimal decision and supply chain coordination is studied. Theoretical analysis and numerical examples show that while wholesale prices meet different conditions,the retailer＇s loss aversion and fairness concerns show different effect on the optimal order. In the decentralized case,the supply chain cannot achieve system optimality,but both sides of the supply chain can achieve Pareto optimality by introducing the insurance contract.