Hotelling模型下不同势力零售商的非理性行为影响研究

Research on the Influences of Irrational Behaviors of Retailers with Different Strength Levels Based on Hotelling Model

构建了一个由单一供应商与两个势力不均衡的零售商组成的二级供应链环境,其中强势零售商具有过度自信行为偏好,弱势零售商具有公平关切行为偏好。借助Hotelling博弈模型,对比分析了两个零售商在完全理性与非理性行为下自身决策的变化及对供应链各方决策与收益的影响情况,并探讨了成员非理性行为的诱因。研究结果表明,强势零售商的过度自信行为及弱势零售商的公平关切行为都将对自身及对方收益产生负面影响,成员非理性行为对自身的影响程度强于对对方的影响。非理性认知与社会偏好导致成员的理想收益(效用变化)高于实际收益(变化)是促使成员产生非理性决策的诱因。最后以算例形式对上述观点进行了验证说明。

In a two-level supply chaincomposed of one supplier and two unbalanced retailers,there were some changes to the decision variables and the profits for each member if one retailer was overconfident and another was fair concerned comparing with the situation that both the retailers were completely rational.By using Hotelling Game Model to investigate these changes,both the operational characteristics of the supply chain and the effects of the members’ behavioral preferences could be reflected more objectively,and the following conclusions could be obtained through modeling analysis:whether the overconfidence behavior of the stronger retailer or the fair concern preference behavior of the weaker retailer will have a negative impact on their own profitsor their counterparts’.The negative impact of each retailer’ sirrational behavior on itself is more harmful than that on its counterpart.Irrational perception and social preference may be the main reasons for the retailers that lead to their higher ideal profit and lower real profits.Some numerical examples are given in the end.