消费者理性程度对供应链定价影响的仿真研究

系统仿真学报 ›› 2015, Vol. 27 ›› Issue (12): 2898-2907.

• 仿真建模与仿真算法及数值仿真 • 上一篇下一篇

消费者理性程度对供应链定价影响的仿真研究

李锋¹, 魏莹²

1.华南理工大学工商管理学院,广东广州 510640;
2.暨南大学企业管理系,广东广州 510632

收稿日期:2014-06-12 修回日期:2014-09-24 出版日期:2015-12-08 发布日期:2020-07-30
通讯作者: 魏莹(通讯作者1977-), 女, 江西萍乡, 博士, 副教授, 研究方向为运营管理、库存管理。
作者简介:李锋(1975-), 男, 河北邢台, 博士, 副教授, 研究方向为运营管理
基金资助:
国家自然科学基金(71171085, 71572070); 广东省自然科学基金(2014A030313262); 中央高校基本科研业务费专项基金(2014 ZZ0074)

Simulation Research on Impact of Consumer Bounded Rationality on Optimal Pricing Strategy in Supply Chain

Li Feng¹, Wei Ying²

1. School of Business Administration, South China University of Technology, Guangzhou 510640, China;
2. Department of Business Administration, Jinan University, Guangzhou 510632, China

Received:2014-06-12 Revised:2014-09-24 Online:2015-12-08 Published:2020-07-30

摘要/Abstract

摘要： 鉴于当前网络直销引发的市场巨大冲击,以一个制造商和一个零售商组成的双渠道供应链系统为对象,研究消费者行为因素中的“有限理性”决策特征对供应链系统定价策略的影响。通过建立研究对象的多智能体模型,仿真分析了制造商主导的Stackelberg博弈情景下的产品渠道定价问题。并在此基础上分析了消费者理性程度、消费者对直销方式的认可程度、以及消费者对产品的价值判断对产品渠道定价和收益的影响。分析结果表明制造商可以通过培养消费者的网购习惯而获益,以及零售商可以通过培育消费者的购买理性而获益等结论。

关键词: 有限理性, 损失规避, 双渠道供应链, 定价策略, 多智能体仿真

Abstract: Noticing increasing market responses to online sales channel, the impact of bounded rationality of consumer on pricing strategy was studied in a dual-channel supply chain system, which consists of one manufacturer and one retailer. A multiple-agent based modeling and simulation approach was proposed and employed. In a Stackelberg game setting with the manufacturer the leader, optimal pricing decisions were calculated from the simulation model. Impacts of consumer behavior parameters on channel prices and sales revenue were analyzed, i.e., degree of consumer bounded rationality, consumer’s acceptance of online channel, as well as consumer’s valuation distribution to the product. Results reveal that the manufacturer benefits from higher acceptance level of online channel, and the retailer will be better off for increasing degree of consumer’s bounded rationality.

Key words: bounded rationality, loss aversion, dual-channel supply chain, pricing strategy, multi-agent simulation

中图分类号:

TP391.9

李锋, 魏莹. 消费者理性程度对供应链定价影响的仿真研究[J]. 系统仿真学报, 2015, 27(12): 2898-2907.

Li Feng, Wei Ying. Simulation Research on Impact of Consumer Bounded Rationality on Optimal Pricing Strategy in Supply Chain[J]. Journal of System Simulation, 2015, 27(12): 2898-2907.

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消费者理性程度对供应链定价影响的仿真研究

Simulation Research on Impact of Consumer Bounded Rationality on Optimal Pricing Strategy in Supply Chain

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