考虑消费者后悔心理的收益共享契约研究

A Study on Revenue-sharing Contracts Considering Customer Regret Psychology

考虑由一个供应商、一个零售商和消费者组成的三级供应链,基于理性预期均衡假设和逆向归纳法,分析零售商的定价和库存决策,探讨收益共享契约问题。研究发现,零售商应采取数量承诺策略以增加利润,收益共享契约能增加数量承诺的可信度并协调供应链,但不同于传统结论,最优批发价格不一定低于产品成本;只有当零售商与供应商议价能力的比值达到一定阈值时收益共享契约才有效,有效区间内的零售商合作意愿可以分为高、一般和低3种。数值实验表明,收益共享契约的有效区间随消费者缺货后悔的增强而扩大,随消费者高价后悔的增强而缩小。

This paper considers a three-level supply chain consisting of a supplier,a retailer and consumers.Based on the rational expectation equilibrium hypothesis and backward induction,we first analyze the retailer's pricing and inventory decisions,and then discuss revenue-sharing contracts.Results show that,the retailer should adopt the quantity commitment policy to increase profits,and revenue-sharing contracts can increase the credibility of quantity commitment and coordinate the supply chain.However,different from traditional conclusions,the optimal wholesale price may not be necessarily lower than product costs.Moreover,a revenue-sharing contract is effective only when the ratio of bargaining power between the retailer and the supplier reaches a certain threshold.The cooperation willingness of the retailer within the effective interval can be divided into high,medium and low types.Numerical experiments show that the effective interval of a revenue-sharing contract expands with the increase of consumer regret for stockout and narrows with the increase of consumer regret for high prices.