风险规避对不同类型双渠道供应链决策的影响  

Influence of risk aversion on different types of dual-channel supply chain decision

作　　者：陈良 胡劲松[1] CHEN Liang;HU Jin-song(School of Business, Qingdao University, Qingdao 266071 , Shandong, China)

机构地区：[1]青岛大学商学院,山东青岛266071

出　　处：《山东大学学报（理学版）》2018年第5期30-40,共11页Journal of Shandong University(Natural Science)

基　　金：国家自然科学基金资助项目(71371102)

摘　　要：研究了3种风险规避型双渠道供应链的定价问题,探讨了风险规避系数和传统渠道单位销售成本的变化对各决策变量的影响,比较了不同类型双渠道间的定价策略。研究结果表明:制造商和零售商风险规避系数以及传统渠道单位销售成本的变化对最优决策变量和市场需求量有不同的影响;制造商应优先选择垂直集中双渠道结构。The pricing of three risk-averse dual-channel supply chains was studied. The impact of risk aversion coefficient and traditional channel sales cost on each decision variable was discussed,and the pricing strategies between different types of dual channels was compared. The results show that the risk aversion coefficient of manufacturers and retailers and sales cost of traditional channels have different effects on the optimal decision variables and market demand. Manufacturers should give priority to the vertically integrated dual-channel structure.

关 键 词：风险规避 双渠道供应链 定价决策 

分 类 号：F274[经济管理—企业管理]