考虑损失厌恶零售商的混合渠道库存决策问题  

Decision making of hybrid-channel inventory with loss aversion retailer

作　　者：刘咏梅[1] 丁纯洁[1] 廖攀[1] 

机构地区：[1]中南大学商学院,湖南长沙410083

出　　处：《计算机集成制造系统》2014年第5期1199-1210,共12页Computer Integrated Manufacturing Systems

基　　金：国家创新研究群体科学基金资助项目(71221061);国家自然科学基金资助项目(71071164;71271219);新世纪优秀人才支持计划资助项目(NCET-11-0519)~~

摘　　要：针对零售商损失厌恶行为往往导致其决策偏离最优的现象,从顾客渠道偏好和零售商损失厌恶因素角度研究混合渠道的库存决策。基于渠道偏好构建了风险中性制造商和损失厌恶零售商的混合渠道库存决策模型,探讨了独立库存和零售商集中库存下制造商和零售商的最优库存策略,并通过数值模拟分析需求不确定性、损失厌恶及决策方式等因素对库存策略的影响。研究表明,独立库存模式下的集中决策是分散决策的Pareto改进,零售商集中库存模式下的集中决策提高了制造商和供应链的利润,却降低了零售商收益;损失厌恶零售商的订货量随需求不确定性增大,呈现先增后减趋势;对于零售商和供应链,零售商集中库存模式占优,面临损失厌恶零售商,制造商倾向于选择独立库存模式以维护自身利益。数值分析进一步表明,当制造商能提供合理利润共享契约并适当调节库存水平时,零售商集中库存模式将比独立库存模式更能协调具有损失厌恶零售商的混合渠道。Aiming at the phenomena that the decisions of retailers may deviate from optimum leaded by loss-averse behavior,a hybrid-channel inventory model from perspective of customer channel preference and retailer loss-aversion was researched.Based on the customer channel preferences,a hybrid-channel inventory model with risk-neutral manufacturer and loss-aversion retailer was built.The optimal inventory strategy of supplier and retailer was discussed under the different inventory structures of independent inventory and retailer＇s centralized inventory.Through numerical simulation,the influence of factors such as demand uncertainty,loss aversion and decision-making method on inventory strategy was analyzed.The result showed that the centralized decision was the Pareto improvement of decentralized decision in independent inventory mode,and the profits of manufacturer and supply chain in retailer＇s centralized inventory mode was improved by centralized decision,but the gains of retailer was reduced;the loss-aversion retailer＇s order quantities were increased and then decreased with the increase of demand uncertainty; the retailer＇s centralized inventory-mode was dominated for retailer and supply chain,and-manufacturer was inclined to choose independent inventory mode to protect self-interests for loss-aversion retailer.The numerical analysis further showed that the retailer＇s centralized inventory mode would better coordinate the hybrid channel with loss-aversion retailer than independent inventory mode when manufacturer provided a profit-sharing contracts and regulated his inventory level.

关 键 词：混合渠道 供应链 库存决策 损失厌恶 

分 类 号：F253[经济管理—国民经济]