风险规避零售商促销的双层供应链最优决策模型

Optimal Decision-making Model for Two-tier Supply Chain with Risk Averse Retailer Promotion

以既风险规避又促销努力零售商和风险中性制造商为研究对象,用CVaR准则考察两种生产方式下零售商的最佳订货策略和促销力度及制造商的最佳生产策略。分析得出一些管理启示:越是害怕风险的零售商,其首次最佳订购量越少、促销努力越小;两种生产方式下,有生产投机行为的制造商首次生产产品数量不一定就是零售商的首次订购产品数量;在选择合作伙伴时,制造商更愿意选择风险规避意识不强和促销力度大的零售商合作。

Taking a risk-averse and promotional retailer and a risk-neutral manufacturer as the research object, this paper aims to investigate the optimal order strategy and promotion efforts of the retailer as well as the optimal production strategy of the manufacturer via the CVaR criteria under the two production modes. Some management implications are drawn as following. The more risk-averse retailers are, the fewer their first optimal orders and the less promotional efforts they make. Under the two modes of production, the number of first-time products produced by the manufacturer with production speculation is not necessarily the number of first-time products ordered by the retailer. When choosing partners, the manufacturer is more willing to choose retailers with low risk aversion and strong sales promotion.