考虑风险规避的双渠道供应链决策模型分析  

Analysis on the Decision Making Model of Dual-channel Supply Chain Considering Risk Aversion

作　　者：胡永仕[1] 许明星[1] 

机构地区：[1]福建工程学院交通运输学院,福建福州350118

出　　处：《福建师范大学学报（自然科学版）》2016年第3期19-30,共12页Journal of Fujian Normal University：Natural Science Edition

基　　金：福建省社科研究基地重大项目(2014JDZ024);福建工程学院科研启动基金(GY-S12052)

摘　　要：在线上线下统一定价的双渠道供应链下,分析不同决策模式中具有风险规避偏好的渠道成员的定价决策和服务决策,并且通过数值仿真,分析供应链成员的风险规避对其决策及效用的影响.研究发现,制造商和零售商的风险规避对价格的影响是负向的.在服务决策方面,制造商的线上服务决策比较保守,只要供应链成员或消费者是风险规避者,制造商提供的线上服务水平都低于风险中性时的情况,而零售商的服务水平往往高于风险中性时的情况,除非零售商自身是风险规避者.Under the dual-channel supply chain with uniform pricing policy between online and offline, it analyzed the pricing decisions and services decision of channel members who is risk aversion in different decision modes, and analyzed the influences of risk aversion to the decision and utility for of supply chain members by numerical simulation. It found that risk attitude of manufactors and retailer have negative effects on pricing. In terms of service decision, the manufacturer＇s online service decision tend to conservative, as long as the supply chain members or consumers are risk aversion, the manufacturer＇s online service level will be lower than the case when the risk is neutral while the retailer＇s service level will be often higher than the ease when the risk attitude is neutral unless the retailers are risk aversion preference.

关 键 词：双渠道供应链 风险规避 同价策略 服务策略 

分 类 号：F274[经济管理—企业管理]