零售商认知偏差下的供应链Stackelberg博弈及对策研究

Research on Stackelberg Game and Countermeasures of Supply Chain under Retailer Cognitive Bias

为了深入探究供应链决策行为受认知偏差影响程度,选取博弈模型作为研究工具,以零售商和供应商作为研究对象,提出认知偏差情况下的决策及收益影响研究。通过构建研究对象的博弈模型,创建决策及收益函数,对认知偏差引起的决策行为及销售收益的影响展开全面分析。通过讨论不同情况下的决策及收益变化趋势,为供应链运营策略的调整提供参考依据。

In order to deeply explore the influence of cognitive bias on supply chain decision-making behavior,this paper selects the game model as the research tool,takes retailers and suppliers as the research objects,and puts forward the research on the influence of cognitive bias on decision-making and revenue.By constructing the game model of the research object and creating the decision-making and revenue function,this paper makes a comprehensive analysis of the impact of cognitive bias on decision-making behavior and sales revenue.By discussing the decision-making and revenue trends in different situations,this paper provides a reference for the adjustment of supply chain operation strategy.