顾客基于理性预期决定购买时机的策略行为造成供应链决策困难,影响到供应链利润。针对单生产商、单零售商组成、具有高支付意愿与低支付意愿两类顾客的供应链,利用均衡分析方法和理性预期理论建立了考虑缺货损失下高支付意愿顾客分别为策略型顾客与短视型顾客时供应链的分散式决策二层规划模型和集中式决策模型,对该四种模型进行了求解与对比分析、以及数值仿真和敏感性分析,算例表明了模型的合理性和结论的有效性。研究表明:高WTP顾客为策略型顾客时,集中式供应链与分散式供应链相比,其订货量高、但零售价低,故利润反而较低;高支付意愿顾客为策略型顾客时分散式供应链和集中式供应链的利润小于高支付意愿顾客为短视型顾客下的情形;四种供应链模式下的订货量随单位缺货损失的增加而增加,但供应链的利润降低。限量销售、回购剩余产品、提高顾客心目中的产品价值等策略可有效降低顾客策略行为对供应链的影响。本文将促进基于顾客策略行为的供应链理论研究与管理实践。
The strategic behavior that customers decide the purchase time based on the rational expectations will cause the supply chain (SC) difficulty in decision-making and affect tits profits. Consider a supply chain (SC) consisting of a manufacturer, a retailer and two kinds of customers with high or low willingness to pay (WTP), the centralized decision models and decentralized bi-level programming models of supply chain, when high WTP customers are strategic customers or myopic customers and the loss of stock-out is considered, are set up respectively by using the equilibrium analysis method and rational expectations theory. These four models are solved and the comparison analysis is performed as well as numerical emulation and sensitive analysis. The numerical examples prove the rationality of models and validity of conclusions. The study shows that when the high WTP customers are strategic customer, the centralized SC has higher order quantity, but lower profit of supply chain due to lower retail price comparing with the decentralized SC. The profits of decentralized SC and centralized SC with strategic high WTP customers are lower than those with myopic high WTP customers. The higher the unit loss of stock-out is, the more the order quantities are, but the less the profits of SCs are in each mode. The strategies such as selling with limited quantities, buying back the surplus products, improving the product value in the heart of customers and so on, can effectively reduce the affection of customer strategic behavior on SC. The theoretic research and management practice of SC are promoted based on customer strategic behavior.
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