基于战略顾客与零售商非理性心理的报童模型

摘要

研究具有缺货与浪费规避偏差的零售商面对风险厌恶型战略顾客时的订货与定价问题,建立了理性预期均衡条件下的最优定价与订货模型,并分析了最优解的性质.研究发现顾客的战略行为和零售商的非理性心理影响了零售商的定价与订货策略.通过灵敏度分析探讨了缺货规避偏差与浪费规避偏差对零售商定价与订货的影响,证明了在分析战略顾客行为对零售商决策影响时考虑缺货规避偏差与浪费规避偏差的合理性.%Research on the ordering and pricing problems generated when the retailer with stock-out and waste evade deviation facing the risk aversion type strategic consumer,establish the optimum pricing and ordering model under the condition of rational expectations equilibrium and analyze the properties of the optimal solution.Research has found that the strategic behaviors of consumer and the irrational mentality of retailer influence the pricing and ordering strategies of retailer.Discuss the influences of stock-out evade deviation and waste evade deviation on the pricing and ordering strategies of retailer through sensitivity analysis,it proves the rationality of taking the stock-out evade deviation and waste evade deviation into account when analyzing the influence of strategic consumer's behavior on the decision of retailer.