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构建基于消费者策略行为的供应链收益共享契约模型,研究集中式和分散式决策下,风险中性供应商和损失规避零售商的决策行为,探讨消费者策略行为强度、零售商损失规避度对供应链协调决策的影响。研究表明:零售商最优订购量是损失规避度和批发价与收益共享系数比的减函数,消费者策略性越强,产品的批发价格越低,零售商获得的利润分成越高;面对策略型消费者,当供应商为风险中性,零售商为损失规避时,收益共享契约能够实现供应链的协调和上下游间损失共担;当上下游企业的议价能力相当时,收益共享契约更易于实施。
Constructs a contract model of revenue sharing based on consumer behavior and studies the decision-making behavior of risk-neutral suppliers and loss-averse retailers under centralized and decentralized decision-making, and discusses consumer behavior intensity and retailer loss avoidance Impact of supply chain coordination decisions. The results show that the optimal ordering quantity of retailers is a decreasing function of loss avoidance and the ratio of wholesale price to revenue sharing coefficient. The stronger consumer strategy, the lower wholesale price of products and the higher profits retailers receive. For the strategic consumers, when the supplier is risk neutral and the retailer is the loss avoidance, the revenue sharing contract can realize the supply chain coordination and the loss sharing between upstream and downstream enterprises. When the bargaining power of upstream and downstream enterprises is equal, the revenue sharing contract Easier to implement.