基于超市零售商生鲜品采购风险偏好的消费供给均衡分析

Analysis of the Consumption and Supply Balance of Fresh Food Supermarket Retailer Procurement Based on Risk Preference

生鲜品在采购过程中,可能因为人为因素、经济因素及自然因素等产生各种形式的供应不确定性,使得采购存在很高的风险,在此环境下,具有不同风险偏好的零售商会通过不同的策略性竞争行为,来协调其市场竞争收益和风险,针对生鲜品采购供应市场,采用均值-方差效用理论,建立了一个考虑零售商风险偏好的生鲜品市场供应函数均衡模型,并给出了其解析解.理论分析着重研究了生鲜品供应的不确定性和零售商风险偏好对市场均衡结果的影响.研究表明,当存在风险厌恶的零售商时,生鲜品供应的不确定性的增加会使得均衡市场价格上升;生鲜品零售商的风险厌恶程度的增加也会导致均衡市场价格的升高.

In the procurement process of fresh food, the supply uncertainty is caused by the human fac- tors, economic factors and natural factors. It makes the purchase risk very high. In this environment, re- tailers with different risk preferences take the different competition strategies to coordinate the competition in the market return and risk. Facing the supply of fresh food procurement market, using the mean variance utility theory, retailer equilibrium function model with risk preference of fresh food market supply is estab- lished,and its analytical solution is given. The theoretical analysis focuses on the effect of fresh product supply uncertainty and risk preference on the retailer market equilibrium results. Research shows that, when there is risk averse retailer,adding fresh food supply uncertainty will make the equilibrium price in- crease;increasing the fresh food retailer＇s degree of risk aversion can lead to equilibrium market price rise.