基于随机参照价格的绿色供应链定价决策研究

doi:10.3969/j.issn.1007-7375.2023.02.002

摘要/Abstract

摘要： 为研究消费者的随机参照价格对绿色供应链定价决策的影响，构建一个零售商风险厌恶的绿色供应链模型。通过Stackelberg博弈方法和最优化理论，获得最优均衡并进行敏感性分析，并设计一个收益共享和成本分担组合契约对绿色供应链进行协调。此外，还将模型进行拓展，分析信息不对称对渠道成员的影响。研究发现，1) 制造商和渠道的期望利润随着随机参照价格的离散程度增大而增大，零售商的期望利润随着随机参照价格的离散程度先增大后减小，零售商风险厌恶度和随机参照价格离散程度对渠道成员期望利润的影响类似；2) 消费者对随机参照价格越敏感，对制造商和零售商均不利；3) 信息不对称对制造商不利，对零售商未必有利。

关键词: 随机参照价格, 绿色供应链, 风险厌恶, 信息不对称

Abstract: In order to study the effect of consumers' stochastic reference prices on the pricing decision of green supply chain, a green supply chain model with retailer's risk aversion is established. The optimal equilibrium is obtained and a sensitivity analysis is conducted through the Stackelberg game method and optimization theory. Then, a combined contract of sharing revenue and cost is designed to coordinate the green supply chain. In addition, the proposed model is extended to analyze the impact of information asymmetry on channel members. The study finds that: 1) the expected profits of manufacturers and channels increase with the increase in the deviation of stochastic reference prices, while those of retailers increase first and then decrease with the deviation of stochastic reference prices; retailer's risk aversion and the deviation of stochastic reference prices have similar effects on channel members' expected profits; 2) the more sensitive consumers are to stochastic reference prices, the more detrimental it is to both manufacturers and retailers; 3) information asymmetry is not beneficial to manufacturers, nor is it necessarily beneficial to retailers.

Key words: stochastic reference price, green supply chain, risk averse, information asymmetry

中图分类号:

F274

林志炳, 吴清. 基于随机参照价格的绿色供应链定价决策研究[J]. 工业工程, 2023, 26(2): 12-19,30.

LIN Zhibing, WU Qing. A Pricing Strategy of Green Supply Chain Based on Stochastic Reference Prices[J]. Industrial Engineering Journal, 2023, 26(2): 12-19,30.

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