零售商认知偏差下的供应链Stackelberg博弈及对策研究  

Research on Stackelberg Game and Countermeasures of Supply Chain under Retailer Cognitive Bias

作　　者：李培勤[1] 叶勋南 Li Peiqin;Ye Xunnan(East China University of Political Science and Law,School of Business,Shanghai,201603)

机构地区：[1]华东政法大学商学院,上海201603

出　　处：《对外经贸》2021年第5期28-31,共4页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：华东政法大学青年项目(项目编号:PN:401-B-6001-16-0022409-20);华东政法大学科学研究项目(项目编号:PN:20HZK009)。

摘　　要：为了深入探究供应链决策行为受认知偏差影响程度,选取博弈模型作为研究工具,以零售商和供应商作为研究对象,提出认知偏差情况下的决策及收益影响研究。通过构建研究对象的博弈模型,创建决策及收益函数,对认知偏差引起的决策行为及销售收益的影响展开全面分析。通过讨论不同情况下的决策及收益变化趋势,为供应链运营策略的调整提供参考依据。In order to deeply explore the influence of cognitive bias on supply chain decision-making behavior,this paper selects the game model as the research tool,takes retailers and suppliers as the research objects,and puts forward the research on the influence of cognitive bias on decision-making and revenue.By constructing the game model of the research object and creating the decision-making and revenue function,this paper makes a comprehensive analysis of the impact of cognitive bias on decision-making behavior and sales revenue.By discussing the decision-making and revenue trends in different situations,this paper provides a reference for the adjustment of supply chain operation strategy.

关 键 词：认知偏差 博弈模型 决策行为 零售商 供应商 

分 类 号：F224.3[经济管理—国民经济]