考虑搭便车和风险规避的零售商定价、渠道选择策略

doi:10.3969/j.issn.1007-7375.2020.06.002

摘要/Abstract

摘要： 针对一个风险规避型零售商和一个风险中性制造商组成的供应链，考虑消费者服务“搭便车”行为，构建单渠道和零售商双渠道下零售商主导的均值-方差模型。通过逆向求解，得到并对比供应链成员的最优决策。最后通过算例分析验证表明，零售商双渠道价格与零售商的风险态度和市场需求波动呈反比，制造商批发价格变化则相反；零售商风险规避程度在一定范围内时，集中决策下的期望效用比分散决策下的高；零售商在“搭便车”下开通网络渠道不一定总是有利的，且存在搭便车比例、促销努力系数和风险规避度的取值区间使得零售商开通网络渠道有利可图；相反，在最优区间之外时，则会对利润造成负增长，因此企业应合理地控制自身风险规避程度和成本系数才能更好地在双渠道模式下获得超额利润。

关键词: 风险规避, 均值-方差, 双渠道供应链

Abstract: Aiming at a supply chain consisting of a risk-averse retailer and a risk-neutral manufacturer, considering the "free-riding" behavior of consumer services, a retail-led mean-variance model under single-channel and dual-channel retailers is constructed. Through the inverse solution, the optimal decisions of the supply chain members are obtained and compared. Finally, the analysis and verification of an example show that the retailer's dual-channel price is inversely related to the retailer's risk attitude and market demand fluctuations, while the manufacturer's wholesale price changes are opposite. When the retailer's risk aversion is within a certain range, expected utility is higher than that under decentralized decision-making. It is not always advantageous for retailers to open online channels under "free-riding", and there are free-riding ratios, promotional effort coefficients, and risk aversion value ranges that make retail profitable. On the contrary, it will cause negative growth in profit when it is outside the optimal range. Therefore, companies should reasonably control their degree of risk aversion and cost coefficient to obtain excess profits under the dual channel model more properly.

Key words: risk aversion, mean-variance, dual-channel supply chain

中图分类号:

F274

张光明, 江浩, 陶莹. 考虑搭便车和风险规避的零售商定价、渠道选择策略[J]. 工业工程, 2020, 23(6): 10-17.

ZHANG Guangming, JIANG Hao, TAO Ying. Retailer Pricing and Channel Selection Strategies Considering Free-riding and Risk Aversion[J]. Industrial Engineering Journal, 2020, 23(6): 10-17.

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