预售策略下考虑消费者后悔预期的供应链异质性产品定价与协调研究  

Study on Heterogeneous Product Pricing in Supply Chain Considering Consumer's Regret Expectations under Pre-sale Strategy

作　　者：唐铭 TANG Ming(School of Management,Jiangsu University,Zhenjiang 212013,China)

机构地区：[1]江苏大学管理学院,江苏镇江212013

出　　处：《物流科技》2024年第21期113-117,共5页Logistics Sci Tech

基　　金：国家自然科学基金项目“碳规制下基于多重冲突均衡的供应链碳排放转移机理及优化策略研究”(71874071)。

摘　　要：文章考虑在零售商实施预售策略的前提下,构建制造商主导的博弈模型,并将消费者后悔预期纳入到该模型中,在分散和集中决策情形下研究了消费者后悔预期与预售策略对普通产品、低碳产品定价与利润的影响;针对分散决策下供应链整体利润损失的问题,运用Shapley法进行协调。研究表明:(1)普通产品的销售价格会随着折价、溢价系数的增加而下降,低碳产品则相反。(2)普通产品、低碳产品的批发价格与销售价格均随着后悔预期的增加而下降,其中普通产品批发价格的变化幅度更大。(3)消费者后悔预期对供应链成员的利润有负面影响;零售商采取折价预售策略时,往往能够获得更高的利润;消费者后悔预期达到一定程度时,低碳产品会对普通产品产生挤兑效应。This article considers constructing a manufacturer led game model under the premise of retailers implementing pre-sale strategies,and incorporating consumer regret expectations into the model.It investigates the impact of consumer regret expectations and pre-sale strategies on the pricing and profits of ordinary and low-carbon products in decentralized and centralized decision-making situations;to address the issue of overall profit loss in the supply chain under decentralized decision-making,the Shapley method is used for coordination.Research shows that:(1)The sales price of ordinary products will decrease with the increase of discount and premium coefficients,while low-carbon products will have the opposite effect.(2)The wholesale and sales prices of ordinary and low-carbon products both decrease with the increase of regret expectations,with the wholesale prices of ordinary products experiencing greater changes.(3)Consumer regret expectations have a negative impact on the profits of supply chain members;retailers often achieve higher profits when adopting a discount pre-sale strategy;when consumers'expectations of regret reach a certain level,low-carbon products will have a run-on ordinary product.

关 键 词：供应链定价 异质性产品 消费者后悔预期 预售 博弈论 

分 类 号：F274[经济管理—企业管理]