风险厌恶下基于产品生命周期的供应链定价策略

Supply Chain Pricing Strategy Based on Product Life Cycle Under Risk-Aversion

借助均值-方差方法研究基于产品生命周期的供应链定价决策问题.根据导入期、成长期、成熟期和衰退期的产品需求的不同,构建不同的决策目标函数,分析不同时期的供应链定价策略,并给出决策者的最优零售价格、批发价格以及运作绩效.研究发现,零售商越厌恶风险其零售价格越低而制造商批发价格越高,制造商越厌恶风险其批发价格越低且零售商价格越低;当制造商以市场需求量为决策目标,市场需求度越高,其批发价格越低且零售商零售价格越低;产品生命周期越长,其市场地位越稳定,制造商与零售商的销售价格越高.

Based on the product life cycle,the mean-variance method was adopted to investigate the supply chain pricing strategy. According to the demands in different periods of product life cycle,different decision-making functions were firstly constructed,then the pricing strategies of supply chain in different periods were analyzed,and finally the optimal retail price,wholesale price and operating performance were provided. It was revealed that the retailer price becomes lower and the wholesale price is higher when retailers＇ risk aversion increases; the retail price and wholesale price become lower when manufacturers ＇ risk aversion increases; and the market position becomes more stable and the price of manufacturers and retailers becomes higher when the product life cycle is longer.