针对策略型消费者的供应链定金决策

摘要

In order to study the supply chain upstream and downstream enterprises' (manufacturers and retailers) sales strategy of deposit & discount for strategic consumers in the monopoly environment,in view of the relationship that the amount of the deposit and discount affects the market demand through the consumer utility and then affects retailers and manufacturers' profits,the conditions of the consumer utility relating to market demand,price discount rate and capital cost are considered,and a mathematical optimization model is established.The object of the model is to maximize the profits of supply chain upstream and downstream enterprises.Through solving the model,the deposit decisions are obtained.The analysis on the results shows that:under a single supply chain,different discount rates and default rates affect the profits of retailers,manufacturers and supply chain.The model is verified by an example.%为研究在垄断环境下供应链上下游企业(制造商和零售商)针对策略型消费者的定金加折扣的销售策略,鉴于定金和折扣的大小通过消费者效用影响市场需求量,进而影响零售商和制造商的收益的关系,考虑消费者效周与市场需求量、价格折扣率、资金成本等有关的条件,建立数学优化模型.该模型以供应链上下游企业收益最大化为目标.求解该模型得出定金决策.分析结果表明:在单一供应链环境下,不同的价格折扣率和违约率会影响零售商、制造商和供应链整体的收益.通过算例对模型进行验证.