基于消费者时间偏好和决策者风险偏好的定价与订货策略  

Research on pricing and ordering strategies based on consumer time preference and decision maker risk preference

作　　者：吴胜[1,2] 李延来[1,2] 

机构地区：[1]西南交通大学交通运输与物流学院,成都610031 [2]西南交通大学综合交通运输智能化国家地方联合工程实验室,成都610031

出　　处：《计算机应用研究》2017年第10期2954-2959,共6页Application Research of Computers

基　　金：国家自然科学基金面上资助项目(71371156;71401142);西南交通大学博士创新基金资助项目

摘　　要：针对供应链管理过程中,消费者时间偏好和决策者风险偏好对产品定价与订货决策的重要作用,以累积前景理论为框架,将消费者时间偏好与价格依赖等影响产品市场需求的因素和决策者风险偏好与参考依赖等影响决策的因素共同纳入模型考量范围,建立了基于消费者时间偏好和决策者风险偏好的定价与订货模型。研究表明,随着消费者时间偏好的增大,产品的最优定价和订货量都将减少;随着决策者心理参考点的增大,产品的最优定价降低,最优订货量增加;随着决策者损失规避程度的增大,产品最优定价增加,而最优订货量减少。考虑消费者时间偏好和决策者风险偏好的定价与订货模型能够提高供应链中决策者的最大累积前景效用。In the process of supply chain management, considering the important effect of the time preference of consumer and the risk preference of decision maker on product pricing and ordering decision-making, this paper took the influencing factors of product market demand such as the time preference of consumer and price-dependent, and the influencing factors of decision making such as the risk preference of decision maker and reference-dependent into the model consideration scope, built the pricing and ordering model based on the time preference of consumer and the risk preference of decision maker under the framework of the cumulative prospect theory. The research results imply that as the time preference of consumer increases, the optimal price and order quantity of product both decrease ; as the psychological reference point of decision maker increases, the optimal price of product will decrease and the optimal order quantity will increase, and the loss aversion of decision maker is contrary with the psychological reference point of decision maker. At last, the built optimal pricing and ordering model which considers the time preference of consumer and the risk preference of decision maker will improve the maximum cumulative prospect utility of decision maker in supply chain.

关 键 词：累积前景理论 时间偏好 风险偏好 心理参考点 定价与订货策略 

分 类 号：F272.3[经济管理—企业管理]