损失厌恶型双渠道供应链定价与减排策略研究

Pricing and Emission Reduction Strategy in Dual-channel Supply Chain with Loss Aversion

本文针对一个由制造商和零售商组成的双渠道供应链,纳入制造商的损失厌恶行为,以制造商Shapley值为参考点,构建损失厌恶型双渠道供应链决策模型,研究集中式、风险中性分散式和损失厌恶分散式决策下最优定价、减排策略和利润,并对3种不同情形下策略比较分析。研究结果表明:(1)集中式决策下减排水平和供应链利润都高于制造商风险中性分散式决策;制造商具有损失厌恶行为时,减排水平和供应链利润进一步下降,批发价格则升高;而3种不同情形下线上和线下零售价格大小关系取决于减排成本系数;(2)随着线上偏好系数增大,线上零售价格不断增大而线下零售价格不断减小;(3)损失厌恶型分散式决策中,随着损失厌恶程度增大,减排水平不断减小,批发价格不断增大,而制造商和零售商利润则不断减小。

For a dual-channel supply chain consisting of one manufacturer and one retailer,taking the manufacturer’s Shapley value as a reference point when considering the manufacturer’s loss aversion behavior,we study the optimal pricing,carbon emission reduction strategies and profits under centralized,risk-neutral and loss-averse decentralized decision-making,and compares the strategies under three different situations through constructing a loss aversion dual-channel supply chain decision model.The results show that:(1)the emission reduction level and supply chain profit are higher than the manufacturer’s risk neutral decentralized decision under centralized decision;when the manufacturer has loss aversion behavior,the emission reduction level and total supply chain profit are further reduced but the wholesale price are rising;while the size of online and offline retail prices in three different situations depends on the emission reduction cost coefficient;(2)as the online preference increases,the online retail price continues to increase but the offline retail price continues to decrease;(3) with the increase of loss aversion coefficient,emission reduction level decreases,the wholesale price increases,while the profits of the manufacturer and the retailer decrease in loss-averse decentralized decision-making.