单边多行为偏好对供应链运作策略的影响研究

Study on Influence of Multiple Unilateral Behavioral Preferences on Supply Chain Operational Strategy

基于制造商为主导、零售商为随从的两阶段供应链背景,以零售商是完全理性决策者时的博弈结果为参照,分别考察了零售商仅具有过度自信、同时具有过度自信和风险规避两种情形下,零售商的多行为偏好对供应链均衡运作产生的偏差。研究发现:零售价格和销售努力投入与零售商的过度自信系数正相关,与风险规避系数负相关;当过度自信系数小于某个临界值时,零售商风险规避的存在会降低自身效用;而当过度自信系数大于某个临界值时,风险规避的存在却会提高其自身效用;同时,在一定条件下,零售商的过度自信和风险规避行为都将会进一步提高供应链整体效用。

In this paper, with the two-echelon supply chain composing of a dominating manufacturer and a following retailer as the object and on the assumption that the retailer was a complete rational decision-maker, we examined respectively the deviation in the balanced operation of the supply chain caused by the multiple behaviors of the retailer when it was overconfident and when it was both overconfident and risk aversive, and at the end, elaborated on the findings reached.