[1]杨光,刘新旺.考虑风险厌恶的混合型双渠道供应链定价决策[J].东南大学学报(自然科学版),2019,49(4):804-812.[doi:10.3969/j.issn.1001-0505.2019.04.026]
 Yang Guang,Liu Xinwang.Hybrid dual-channel pricing mechanism with risk-averse supply chain[J].Journal of Southeast University (Natural Science Edition),2019,49(4):804-812.[doi:10.3969/j.issn.1001-0505.2019.04.026]
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考虑风险厌恶的混合型双渠道供应链定价决策()
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《东南大学学报(自然科学版)》[ISSN:1001-0505/CN:32-1178/N]

卷:
49
期数:
2019年第4期
页码:
804-812
栏目:
经济与管理
出版日期:
2019-07-20

文章信息/Info

Title:
Hybrid dual-channel pricing mechanism with risk-averse supply chain
作者:
杨光刘新旺
东南大学经济管理学院, 南京 211189
Author(s):
Yang Guang Liu Xinwang
School of Economics and Management, Southeast University, Nanjing 211189, China
关键词:
风险厌恶 混合双渠道 供应链 定价机制 信息不对称
Keywords:
risk aversion hybrid dual-channel supply chain pricing mechanism asymmetric information
分类号:
F229.4
DOI:
10.3969/j.issn.1001-0505.2019.04.026
摘要:
为了帮助企业与客户通过产品信息的共享与服务等建立持久关系,对混合型双渠道供应链定价机制进行了研究.首先在混合型双渠道模式下建立了考虑制造商和零售商的风险厌恶的均值方差模型,其次利用Stacklberg博弈方法分别讨论了在满足特定条件下的集中决策、分散决策以及信息不对称下供应链的最优决策.研究表明,在信息不对称的情况下当制造商对零售商的风险厌恶程度低估时,制造商和零售商的最优定价及期望总收益均要低于完全信息下的最优定价,而制造商对零售商的最优批发价要高于完全信息下的最优批发价.最后给出供应链的风险承载能力对集中决策、分散决策、信息不对称下最优定价的影响,数值结果对供应商和销售商的定价具有参考意义并能指导生产销售实践.
Abstract:
To help enterprises and customers for establishing long-term relationships through product information sharing and service, the pricing mechanism of hybrid dual-channel supply chain is studied. Firstly, a mean-variance model considering the risk aversion of manufacturers and retailers is established in the context of the hybrid dual-channel model. Secondly, the optimal pricing strategies with certain conditions under centralized, decentralized and information asymmetry are obtained, respectively, by using the Stacklberg game approach. The results show that when the risk aversion of manufactures and retailers is underestimated under the asymmetry information case, the optimal pricing and total expected revenue are lower than those in the complete information case, while the optimal wholesale price is opposite. Finally, a numerical example is given to illustrate the influence of the risk bearing capacity on the optimal pricing in centralized, decentralized and asymmetric information cases. The numerical results provide significant references for suppliers and retailers’ pricing and practices.

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备注/Memo

备注/Memo:
收稿日期: 2018-12-13.
作者简介: 杨光(1986—), 男,博士;刘新旺(联系人), 男,博士, 教授, 博士生导师,xwliu@seu.edu.cn.
基金项目: 国家自然科学基金资助项目(71171051, 71371049)、国家社会科学基金一般资助项目(18BGL265).
引用本文: 杨光,刘新旺.考虑风险厌恶的混合型双渠道供应链定价决策[J].东南大学学报(自然科学版),2019,49(4):804-812. DOI:10.3969/j.issn.1001-0505.2019.04.026.
更新日期/Last Update: 2019-07-20