不同风险偏好下的供应链定价与订货策略

摘要

为探讨风险偏好对供应链策略的影响,以对＂高赢利＂和＂低赢利＂不同权重的关注作为零售商的风险度量,研究供应链企业的定价与订货策略。研究表明,风险偏好零售商的最优订货量总会高于风险中性零售商的最优订货量,并随风险偏好因子的增加而增加;零售商的风险厌恶态度一定会降低供应链整体利润,而适度的风险偏好却可以增加供应链的整体利润,甚至接近完全协调时的整体利润。%To explore the impact of risk preference on the strategies of supply chain,the pricing and ordering strategies of supply chain enterprises were studied by taking the different attention of ＂high profit＂ and ＂low profit＂ as retailer＇s risk measurement.The results indicated that the retailer＇s optimal order quantity with risk preference was always higher than that with risk neutral,and it would raised with increasing of risk preference factors.The supply chain＇s whole profit must be decreased by risk-averse attitude.However,the appropriate risk-preference of retailers could improve the total profit of supply chain,and even could realize the total profit of coordinated channel.