需求学习下考虑顾客策略行为的供应链决策

doi:10.16381/j.cnki.issn1003-207x.2015.04.011

中国管理科学 ›› 2015, Vol. 23 ›› Issue (4): 86-95.doi: 10.16381/j.cnki.issn1003-207x.2015.04.011

需求学习下考虑顾客策略行为的供应链决策

申成霖¹, 张新鑫², 侯文华²

1. 天津工业大学管理学院, 天津 300387;
2. 南开大学商学院, 天津 300071

收稿日期:2013-04-08 修回日期:2013-10-20 出版日期:2015-04-20 发布日期:2015-04-24
作者简介:申成霖(1975-), 男(汉族), 山东莒县人, 天津工业大学管理学院副教授, 博士, 研究方向:运营管理、营销科学.
基金资助:
国家社会科学基金青年项目(13CGL058);教育部人文社会科学研究青年基金项目(11YJC630174);中国博士后科学基金项目(2014M551025);天津工业大学管理学院科技创新基金

Supply Chain Decision Considering Strategic Customer Behavior under Demand Learning

SHEN Cheng-lin¹, ZHANG Xin-xin², HOU Wen-hua²

1. School of Management, Tianjin Polytechnic University, Tianjin 300387, China;
2. School of Business, Nankai University, Tianjin 300071, China

Received:2013-04-08 Revised:2013-10-20 Online:2015-04-20 Published:2015-04-24

摘要/Abstract

摘要： 顾客策略行为对企业的经营绩效带来了巨大的负面影响, 本文基于供应链背景, 探讨需求学习应对顾客策略行为的作用与价值。构建了由单一制造商、单一零售商和一组顾客群组成的两周期分散式供应链系统的博弈模型, 将顾客划分为短视型和策略型两种类型。采用数理模型和数值分析, 研究了需求学习对于供应链的定价决策、订货决策及整体绩效的影响, 得到如下主要研究结论:第一, 无论面对何种类型的顾客, 零售商均偏好需求学习获取需求更新信息;第二, 面对短视顾客时, 制造商偏好于不获取更新信息, 而当顾客为策略型时, 制造商偏好于获取更新信息;第三, 需求学习有助于提高零售商和供应链系统的利润, 特别当面对策略型顾客时, 需求学习带来的利润增值更大。以上研究结论表明, 需求学习可以有效地缓解顾客策略行为的负面影响, 提高企业的运营绩效。

关键词: 顾客策略行为, 需求学习, 供应链, 斯坦尔伯格博弈

Abstract: Strategic customer behavior is verified to bring about great impacts on firms' profits. The value of demand learning on the strategic customer behavior is discussed by formulating a game model of a two-period decentralized supply chain consisting of one manufacturer, one retailer and a group of customers, in which customers are divided into two types:myopic customer and strategic customer. The impacts of demand learning on pricing and order policies as well as the whole performance of the supply chain are analyzed by mathematical models and numerical studies. The main results are as follows:Firstly, the retailer always prefers to gain demand update information no matter what types of customers are. In addition, the manufacturer does not prefer to gain demand update information when selling to myopic customers while prefers to gain demand update information when selling to strategic customers. Finally, demand learning helps to improve both the retailer's profit and the supply chain's profit, especially, when customers are strategic, supply chain's profit is enhanced more greatly by demand learning. In summary, a conclusion can be drawed that demand learning can reduce negative impacts from the strategic customer behavior and improve firms' performance effectively.

Key words: strategic customer behavior, demand learning, supply chain, stackelberg game

中图分类号:

F273

申成霖, 张新鑫, 侯文华. 需求学习下考虑顾客策略行为的供应链决策[J]. 中国管理科学, 2015, 23(4): 86-95.

SHEN Cheng-lin, ZHANG Xin-xin, HOU Wen-hua. Supply Chain Decision Considering Strategic Customer Behavior under Demand Learning[J]. Chinese Journal of Management Science, 2015, 23(4): 86-95.

参考文献

[1] Su Xuanming. Inter-temporal pricing with strategic customer behavior [J]. Management Science, 2007, 53(5):726-741.

[2] Shen M Z J, Su Xuanming. Customer behavior modeling in revenue management and auction:A review and new research opportunities [J]. Production and Operations Management, 2007, 16(6):713-728.

[3] Aviv Y, Pazgal A. Optimal pricing of seasonal products in the presence of forward-looking consumers [J]. Management Science, 2008, 10(3):339-359.

[4] Elmaghraby W, Gulcu A, Keskinocak P. Designing optimal pre-announced markdowns in the presence of rational customers with multi-unit demands [J]. Manufacturing and Service Operation Management, 2008, 10(1):126-148.

[5] Liu Qian, van Ryzin G. Strategic capacity rationing to induce early purchases [J]. Management Science, 2008, 54(6):1115-1131.

[6] Lai Guoming, Debo L G, Sycara K. Buy now and match later:The impact of posterior price matching on profit with strategic consumers [J]. Manufacturing and Service Operation Management, 2010, 12(1):33-55.

[7] Su Xuanming, Zhang Fugiang. On the value of commitment and availability guarantees when selling to strategic consumers [J]. Management Science, 2009, 55(5):713-726.

[8] 刘晓峰, 黄沛. 基于策略性消费者的最优动态定价与库存决策[J]. 管理科学学报, 2009, 12(5):18-26.

[9] 计国君, 杨光勇. 战略顾客下最惠顾客保证对提前购买的价值[J]. 管理科学学报, 2010, 13(7):16-25.

[10] 徐贤浩, 陈雯, 彭红雯. 基于策略消费者行为和市场细分的联合定价库存策略[J]. 中国管理科学, 2012, 20(6):78-86.

[11] Su Xuanming, Zhang Fugiang. Strategic customer behavior, commitment, and supply chain performance [J]. Management Science, 2008, 54(10):1759-1773.

[12] Cachon G P, Swinney R. Purchasing, pricing, and quick response in the presence of strategic consumers [J]. Management Science, 2009, 55(3):497-511.

[13] Cachon G P, Swinney R. The value of fast fashion:Quick response, enhanced design, and strategic consumer behavior [J]. Management Science, 2011, 57(4):778-795.

[14] Swinney R. Selling to strategic consumers when product value is uncertain:The value of matching supply and demand [J]. Management Science, 2011, 57(10):1737-1751.

[15] Kim S H, Swinney R. Product quality choice and inventory risk with strategic consumers [J]. Working paper, Stanford University, 2011.

[16] 李娟, 黄培清, 顾峰. 基于顾客战略行为下的供应链的绩效研究[J]. 中国管理科学, 2007, 15(4):77-82.

[17] 齐二石, 杨道箭, 刘亮. 基于顾客战略行为的供应链两部定价契约[J]. 计算机集成制造系统, 2010, 16(4):828-833.

[18] 杨道箭, 齐二石, 姜宏. 基于顾客策略行为的供货水平与供应链绩效[J]. 计算机集成制造系统, 2010, 16(9):1984-1991.

[19] 杨道箭, 齐二石, 魏峰. 顾客策略行为与风险偏好下供应链利润分享[J]. 管理科学学报, 2011, 14(12):50-59.

[20] 黄松, 杨超, 张曦. 考虑战略顾客行为时的供应链性能分析与协调[J]. 管理科学学报, 2012, 15(2):47-57.

[21] Lau H S, Lau A H L. Reordering strategies for a newsboy-type product [J]. European Journal of Operational Research, 1997, 103(3):557-572.

[22] Gurnani H, Tang C S. Note:Optimal ordering decisions with uncertain cost and demand forecast updating [J]. Management Science, 1999, 45(10):1456-1562.

[23] Donohue K L. Efficient supply contract for fashion goods with forecast updating and two production modes [J]. Management Science, 2000, 46(11):1397-1411.

[24] Choi T M, Li Duan, Yan Houmin. Optimal two-stage ordering policy with Bayesian information updating [J]. Journal of the Operational Research Society, 2003, 54(8):846-859.

[25] 陈旭. 需求信息更新条件下易逝品的批量订货策略[J]. 管理科学学报, 2005, 8(5):38-42.

[26] 王圣东, 周永务, 汪峻萍. 带有需求信息更新点决策的供应链协调模型[J]. 系统工程学报, 2012, 27(3):351-358.

[27] 李娟, 黄培清, 顾锋. 两期不确定性需求下的供应链供需博弈 [J]. 管理工程学报, 2009, 23(1):99-103.

[28] 李娟, 黄培清. 基于长期或短期战略下的两期供应链合同分析[J]. 管理科学学报, 2010, 13(2):33-40.

[29] 宋华明, 杨慧, 罗建强, 等. 需求预测更新情形下的供应链Stackelberg博弈与协调研究[J]. 中国管理科学, 2010, 18(4):86-92.

[30] Cachon G P, Feldman P. Dynamic versus static pricing in the presence of strategic consumers [J]. Working Paper, Wharton School, University of Pennsylvania, 2011.

[31] Fishman A, Rob R. Experimentation and competition [J]. Journal of Economic Theory, 1998, 78(2):299-320.

[32] Wang Yunzeng, Jiang Li, Shen Zuojun. Channel performance under consignment contract with revenue sharing [J]. Management Science, 2004, 50(1):34-47.

[33] Muth J F. Rational expectations and the theory of price movements [J]. Econometrica, 1961, 29(3):315-335.

需求学习下考虑顾客策略行为的供应链决策

Supply Chain Decision Considering Strategic Customer Behavior under Demand Learning

PDF (PC)

可视化

被引次数

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

Metrics

本文评价

推荐阅读 0

[1]	黄苒,胡丽琴,李梦圆. 专有关系投资、议价力与企业违约风险[J]. 中国管理科学, 2024, 32(9): 11-23.
[2]	李勇,陈元,于辉. 缓解牛鞭效应的新途径：人机协同的智慧决策机器人[J]. 中国管理科学, 2024, 32(9): 113-120.
[3]	何浩嘉,艾兴政,唐华,郭松波. 基于链与链竞争的最优专利许可策略选择[J]. 中国管理科学, 2024, 32(9): 142-153.
[4]	张艳芬,徐琪,孙中苗. 供应商竞争下考虑道德风险的平台供应链最优动态激励契约[J]. 中国管理科学, 2024, 32(9): 160-170.
[5]	余乐安,王丹萍,曾能民. 突发事件风险下的供应链重构策略研究[J]. 中国管理科学, 2024, 32(9): 93-100.
[6]	牟宗玉,杨晓霞,李珂,张桂涛. 智慧平台供应链的在线助农模式和融资策略研究[J]. 中国管理科学, 2024, 32(8): 170-181.
[7]	谢楠,何海涛,周艳菊,王宗润. 乡村振兴背景下基于中央政府项目补贴分析的供应链金融决策研究[J]. 中国管理科学, 2024, 32(8): 214-229.
[8]	李飚,夏西强,李秋月. 碳配额下碳交易对碳减排效应的影响及协调机制研究[J]. 中国管理科学, 2024, 32(8): 250-260.
[9]	任廷海,周茂森,曾能民. 软件服务供应链中软件开发商的授权销售与市场入侵策略[J]. 中国管理科学, 2024, 32(7): 117-128.
[10]	孙文婷,彭红军. 电商助农背景下农产品生产与销售策略研究[J]. 中国管理科学, 2024, 32(7): 181-189.
[11]	李宗活,李善良,陈祥锋,胡淼. 考虑消费者时间价值的平台供应链即时零售引入策略[J]. 中国管理科学, 2024, 32(7): 225-235.
[12]	王文宾,刘业,全诗苑,钟罗升,吕佳. 双销售渠道闭环供应链的政府补贴模式研究[J]. 中国管理科学, 2024, 32(7): 258-269.
[13]	李进,刘格格,张海霞,张江华. 基于消费者绿色偏好和渠道竞争的制造商分散式入侵策略[J]. 中国管理科学, 2024, 32(7): 281-290.
[14]	潘琳,徐夏静,周荣庭. 博弈视角下社区生鲜食品供应链双渠道动态定价研究[J]. 中国管理科学, 2024, 32(7): 300-310.
[15]	贾俊秀,侯毅姝,杜黎. 考虑转诊率的健康服务质量及定价决策研究[J]. 中国管理科学, 2024, 32(6): 109-119.