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考虑由单一制造商、单一零售商和一组顾客群组成的分散式供应链系统,系统成员进行两期博弈。每销售期又分为两个销售阶段:全价阶段和清仓处理阶段,处理阶段以固定的单位产品的残值销售产品。分别研究了不进行需求信息更新与需求信息更新下,顾客为短视型和策略型时,零售商和制造商的最优决策问题。通过对比研究和数值算例,分析了不同顾客类型下零售商和制造商对需求更新信息的偏好程度以及需求信息更新应对策略性顾客行为的价值。研究得出,无论顾客为何种类型,零售商均偏好于获取需求更新信息,当顾客为短视型时,制造商偏好于不获取需求更新信息,而当顾客为策略型时,制造商偏好于获取更新信息。此外,需求信息更新有助于提高零售商和供应链系统的利润,特别是当顾客为策略型时,需求信息更新带来的利润增值更大,表明系统成员通过观测第一期销售量来更新第二期的需求信息能够缓解策略性顾客行为对供应链系统及其成员的负面影响,提高供应链系统及其成员的利润。
Considering a decentralized supply chain system consisting of a single manufacturer, a single retailer, and a group of customers, the system members conduct a two-period game. Each sales period is divided into two sales phases: the full price phase and the clearance phase, where the sales phase sells the product at a fixed residual value of the unit product. We study the optimal decision-making problem of retailers and manufacturers under the conditions of not updating demand information and updating demand information, respectively, when the customers are short-sighted and strategic. Through comparative studies and numerical examples, the retailers and manufacturers’ preference of retailers and manufacturers to the demand update information and the value of updating the demand information to deal with the strategic customer behavior are analyzed. The research shows that retailers prefer to obtain demand update information regardless of the type of customer, and manufacturers prefer to update information without demand when the client is short-sighted, whereas manufacturers prefer to obtain information when the customer is strategic Update information. In addition, the update of demand information helps to increase the profits of retailers and supply chain systems. Especially when the customers are strategic, the increase of profit caused by the demand information update indicates that the system members are updated by observing the first sales volume The second phase of demand information can mitigate the negative impact of strategic customer behavior on the supply chain system and its members and improve the profitability of the supply chain system and its members.