基于参照价格效应的供应链动态定价与协调研究

项目名称： 基于参照价格效应的供应链动态定价与协调研究

项目编号： No.71201033

项目类型： 青年科学基金项目

立项/批准年度： 2013

项目学科： 管理科学与工程

项目作者： 林志炳

作者单位： 福州大学

项目金额： 21万元

中文摘要： 把消费者行为纳入到供应链模型中，既是传统供应链管理的延伸，也是行为运作管理的重要研究内容之一。 本项目以消费者的参照价格为媒介，以需求函数为传导，研究供应链的动态定价与协调问题。首先，结合行为决策的有关理论对消费者行为进行分析，构建出新的参照价格形式。在此基础上，通过分段线性函数来刻画参照价格效应。其次，融合消费者的分类问题和需求不确定，建立新的需求函数，并分析消费者群体的总效用。再次，针对供应链模型，通过变分法和最优控制理论求解最优价格轨迹，并分析供应链主体之间的博弈均衡。然后，探讨可变成本对供应链定价与协调机制的影响。最后，通过多重参照框架对模型进行推广，并采用基于Agent的仿真技术对模型进行检验。 本项目的研究对于揭示消费者购物时的参照行为具有重要意义；同时，也为供应链企业采取积极主动的定价与协调策略提供了实践指导。

中文关键词： 参照价格；利他属性；促销；策略顾客；不确定

英文摘要： Incorporating consumer behavior into the supply chain model, is both an extension of the traditional supply chain management, and also one of the important research topics of behavioral operations management. This project uses the consumers' reference price as medium, the demand function as conduction, to study the dynamic pricing and coordination problems of the supply chain. Firstly, the consumer behavior is analyzed with the behavioral decision theory, and a new form of reference price is proposed. On this basis, the piecewise linear function is adopted to characterize the reference price effects. Secondly, combining the consumer classification problems with demand uncertainty, a new demand function is built, and the total utility of the consumer groups is analyzed. Again, the optimal price trajectory is solved with the supply chain model, by the calculus of variations and optimal control theory, and the game equilibrium of supply chain agents is analyzed. Then, the impact of variable costs on pricing and coordination mechanisms of the supply chain is explored. Finally, the multiple frames of reference model is extended，and the Agent-based simulation technology is adopted to test the model. This project has great significance for revealing the reference behavior of consumers' shopping, but also provides p

英文关键词： Reference price；Altruistic preference；Promotion；Strategic customers；Uncertainty