考虑风险规避和渠道偏好的供应链定价研究

Research on Supply Chain Pricing Decision Considering Risk Aversion and Channel Preference

为了研究供应链成员风险态度和消费者渠道偏好对双渠道闭环供应链定价决策的影响,运用均值-方差方法和逆向归纳法,建立3种风险态度下制造商主导的博弈模型,求解得出最优定价决策,并通过数值模拟比较分析3种模型的结果。研究表明,制造商和零售商定价随风险规避程度的增加而降低,一定的风险规避行为可以提高供应链效用。该研究考虑了风险规避和消费者渠道偏好的双重影响,可以为供应链成员定价决策提供参考。

To study the influence of risk attitude of supply chain members and consumer channel preference on the pricing decision of dual-channel closed-loop supply chain,using mean-variance method and reverse induction method,manufacturer-dominated game models with three risk attitudes are established,and optimal pricing decisions are solved.Besides,the results of three models are compared and analyzed by numerical simulation.The results show that the pricing of manufacturers and retailers decrease with the increase of risk aversion,and risk aversion behavior can improve the effectiveness of supply chain.This study considers risk aversion and consumer channel preference,which can provide a reference for pricing decision-making of supply chain members.