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在加法需求情形和乘法需求情形下研究损失规避零售商的最优订货-定价联合决策问题.基于前景理论,建立损失规避零售商的期望效用函数,并通过模型推导得到损失规避零售商的最优订货-定价决策的关系表达式,发现库存因子满足特定条件时,最优决策的关系表达式一定存在.同时,讨论零售商的损失规避行为对最优决策和期望效用的影响.通过数值算例,验证了所得结论的有效性,发现商品定价较高时,损失规避行为驱使零售商采取保守的订货策略,使得最优订货量趋于均值需求.
In the case of additive demand and multiplication demand, this paper studies the optimal order-loss pricing decision-making problem of retailers with loss avoidance.Based on the theory of foreground, the expected utility function of loss avoidance retailer is established and the optimality of loss avoidance retailer The relationship expression of order-pricing decision is found, and it is found that the relational expression of the optimal decision exists when the inventory factor satisfies certain conditions.At the same time, the influence of retailer’s loss avoidance behavior on the optimal decision-making and expected utility is discussed.A numerical example , The validity of the conclusion is verified. It is found that when the price of goods is high, the loss avoidance behavior drives the retailers to adopt the conservative ordering strategy, so that the optimal order quantity tends to the average demand.