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现实中,零售商在定价与订货联合决策中往往会关注实际收益与预期收益的差异,并表现出失望规避与欣喜寻求行为,而针对考虑零售商失望规避与欣喜寻求行为的定价与订货联合决策问题的研究成果还不多见。在本文中,首先依据失望理论刻画了基于零售商预期收益的失望-欣喜效用函数,并在此基础上构建了考虑零售商失望-欣喜效用的定价与订货联合决策效用函数;然后,通过分析确定了使期望效用最大化的最优零售价格与最优订货量;进一步地,通过数值实验分析了零售商不同的预期收益、失望规避程度与欣喜寻求程度对其最优零售价格与最优订货量的影响。研究结果表明,零售商不同的预期收益以及失望规避程度与欣喜寻求程度均能够影响定价与订货联合决策结果,且针对具有不同预期收益的零售商,其失望规避程度与欣喜寻求程度对其最优决策结果的影响不同。
In reality, retailers often pay attention to the difference between actual returns and expected gains in the joint pricing and ordering decision-making, and show disappointment and delusion seeking behavior. However, in view of the joint pricing and ordering decision considering the retailer’s disappointment avoidance and delight seeking behavior The research results of the problem are still rare. In this paper, the disappointment-joy utility function based on the retailer’s expected return is first described on the basis of the disappointment theory. Based on that, a utility function of joint pricing and order decision making considering retailer disappointment-joy effect is constructed. Then, The optimal retail price and the optimal order quantity that maximizes the expected utility are obtained. Furthermore, through numerical experiments, we analyze the different retailer’s expected return, the degree of disappointment avoidance and the degree of joyful seeking on the optimal retail price and the optimal order quantity Impact. The results show that the different expected returns of retailers, as well as the degree of disappointment avoidance and the degree of excitement seeking, can affect the outcome of joint pricing and ordering decisions. For the retailers with different expected returns, the degree of disappointment avoidance and the degree of joy seeking are the best The impact of the decision-making results is different.