管理工程学报2017，Vol.31Issue(4)：93-100,8.DOI:10.13587/j.cnki.jieem.2017.04.012
前景理论视角下考虑战略顾客行为的供应链协调研究
Supply chain coordination with strategic consumer behavior under the perspective of prospect theory
摘要
Abstract
Facing with various kinds of'starvation marketing'retail strategy,customers usually need to trade off between buying product immediately and waiting for the sale.Most of the customers tend to make decisions of'risk-averse',showing the bounded rationality of strategic consumer behavior.This behavior has a significant impact on the supply chain operations management and optimization decisions.Studying the bounded rational behavior of strategic consumers and its impacts on the supply chain optimization decisions has an important theoretical and practical value.Rational expectation utility theory,prospect theory,strategic consumer behavior theory and contract theory are comprehensively applied to study this issue in the paper.The centralized decision and contract coordination model of the short-fife-cycle product supply chain considering the strategic consumers are respectively built under the perspective of rational expectation utility theory(RET) and prospect theory(PT),and the corresponding numerical comparing analysis with the empirical parameters from Kahneman & Tversky is conducted in this paper.The results show that:(1) Given the same promotion price,the optimal retail price under the perspective of PT is higher than that under the perspective of RET,the optimal ordering quantity under the perspective of PT is lower than that under the perspective of RET,the optimal profit of the whole supply chain and its members under the perspective of PT are higher than that under the perspective of RET,and the strategic consumers' optimal net utility under the perspective of PT are lower than that under the perspective of RET.(2) Under the perspective of RET,as the promotion price increases,the optimal retail price decreases,the optimal ordering quantity increases,the supply chain's and its member's optimal profit decrease,and the strategic consumer's optimal net utility increases.(3) Under the perspective of PT,when the promotional price is lower than cost,as the promotion price increases,the optimal retail price increases,the optimal ordering quantity increases,the supply chain's and its member's optimal profit increase,and the strategic consumer's optimal net utility decreases.(4) Whether under the perspective of rational expectation utility theory or under the perspective of prospect theory,an improved revenue sharing contract mechanism can effectively achieve the supply chain coordination.The management insights can be drawn from the research results as follows:(1) The management decision maker of supply chain should fully understand the impact of bounded rational behavior of strategic consumers,study the risk-aversion and preference degree of bounded rational behavior of strategic consumers,re-estimate the actual probability of inventory backlog from the perspective of PT,and make coordinating pricing and ordering decisions.Further,the decision makers can take'starvation marketing'strategies of panic buying via appointment,limited sales and'human stock-out'to stimulate the desire to buy and promote buying now or buying ASAP,which is beneficial for the performance improvement of the supply chain and its members.(2) Under the perspective of RET,making a lower promotion price is beneficial for improving the operational performance of the supply chain and its members.Under the perspective of PT,strategic consumers behave with the characteristic of bounded rationality due to starvation marketing strategy;in this scenario,making a higher promotion price is beneficial for improving the operational performance of the supply chain and its members.(3) Compared with the perspective of RET,making a higher retail price and ordering relatively few products under the perspective of PT,is beneficial for improving the operational performance of the supply chain and its members.(4) Whether under the perspective of RET or under the perspective of PT,an improved revenue sharing contract mechanism can effectively achieve the supply chain coordination:the wholesale price is set as the revenue keeping rate φ multiplied the coot by the supplier,then,the retailer decides in accordance with the optimal retail price and ordering quantity of supply chain,and the retailer shares the revenue sharing rate 1-φb proportion of operations revenue to the supplier.This revenue sharing contract coordination mechanism can effectively improve operational performance of the supply chain and its members.This study proposes the theory of bounded rational behavior of strategic consumer,and discusses its impact on the short-life-cycle product supply chain coordination decision,which has a strong academic value and innovation meaning.In practice,this study also provides decision support for understanding the strategic consumer behavior and making the right decisions.关键词
有限理性/前景理论/战略顾客行为/供应链协调Key words
Bounded rationality/Prospect theory/Strategic consumer behavior/Supply chain coordination分类
管理科学引用本文复制引用
陈志松..前景理论视角下考虑战略顾客行为的供应链协调研究[J].管理工程学报,2017,31(4):93-100,8.基金项目
中国博士后科学基金面上资助项目(2014M551623) （2014M551623）
江苏省博士后科研资助计划项目(1301077C) （1301077C）
江苏省高校哲学社会科学研究基金资助项目(2014SJB094) （2014SJB094）
南京师范大学人文社科青年科研人才培育基金资助项目(1409006) （1409006）
南京师范大学教改研究项目“基于职业能力培养的供应链管理课程教研改革与探索” （）
