考虑消费者风险规避的跨境电商B2C供应链网络均衡研究

Research on network equilibrium of cross-border e-commerce B2C supply chain considering consumer risk aversion

针对消费者风险规避行为,构建跨境电商B2C供应链网络均衡模型,通过变分不等式表达供应链网络的均衡条件,分析不同决策层级的最优行为,从而使整个产品供应链网络达到均衡,并给出更加高效的运行机制。同时,利用数值算例分析不同消费者风险规避程度下对整个供应链网络均衡时流量和交易价格的影响,并提出对策建议。

In view of consumer risk aversion behavior, a network equilibrium model is constructed for the cross-border e-commerce B2 C supply chain. The equilibrium condition of supply chain network is expressed by variational inequality, and the optimal behavior of different decision levels is analyzed, so that the whole product supply chain network is balanced, and a more efficient operation mechanism is given. At the same time, numerical examples are used to analyze the impact of different consumer risk aversion levels on the flow and transaction prices of the whole supply chain network equilibrium, and countermeasures and suggestions are put forward.