基于顾客策略行为的供应链协调研究
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摘要
在进行购物决策时,顾客会比较各种备选方案,主动选择最大化自身效用的决策方案。这种顾客行为被称为“顾客策略行为”。然而,现有供应链协调文献普遍忽略了顾客策略行为。本文通过放大以往被人们简化的顾客需求部分,提高供应链协调理论的科学性。本文基于顾客策略行为,从多个方面就供应链协调问题进行了深入研究。论文主要工作和创新如下:
(1)基于顾客策略行为,研究最惠顾客条款对报贩模型的影响机理。分析报贩模型中的最惠顾客条款,研究差价补偿强度对销售商利润的影响。当存在顾客策略行为时,引入最惠顾客条款能显著提升销售商利润;销售商的利润会随着差价补偿强度的增大而减少。
(2)研究基于顾客策略行为的供应链两部定价契约协调机制。通过确定销售商的最优订货量,从而研究生产商与销售商之间的两部定价契约。由于顾客策略行为的存在,生产商应该把两部定价契约中的批发价设定在高于生产商边际生产成本,而不是传统供应链管理所认为的等于生产商边际生产成本。
(3)研究基于顾客策略行为的供应链契约、供货水平与供应链绩效三者之间的关系。分析批发价格、数量折扣和两部定价三种契约下的供货水平和供应链绩效。两部定价契约能提升供应链利润,高利润同时伴随着高供货水平,而批发价格契约或数量折扣契约下的供应链绩效则小于一体化供应链绩效。
(4)在一体式供应链和分散式供应链的架构上,研究基于顾客策略行为的供应链快速反应运营策略的价值。当顾客存在策略行为时,快速反应能力会给供应链系统带来更多的利润。相对于一体式供应链而言,快速反应能力会给分散式供应链系统带来更多的利润。
(5)建立基于顾客策略行为与风险偏好的供应链利润分享契约机制。采用序贯博弈的逆向归纳求解方法,同时考虑顾客策略行为与风险偏好对供应链协调的影响。销售商的利润随着顾客风险偏好程度的增加而减少;为了缓解利润削减,销售商需要降低销售价格和订货量,而不是提高销售价格。
When making shopping decisions, customers will examine different options and choose the best one to maximize their utilities. This kind of customer behavior is referred to as Strategic Customer Behavior. However, strategic customer behavior is overlooked in extant supply chain coordination literature. By magnifying customer demand which was simplified in the past, this dissertation improves supply chain coordination theory. Many aspects of supply chain coordination problem are investigated based on strategic customer behavior. The main work and insights of the dissertation include:
(1) Base on strategic customer behavior, the impact of Most-Favored-Customer agreements on newsvendor is studied. By analyzing Most-Favored-Customer agreements in newsvendor model, the influence of intensity of price difference reimbursement on vendor’s profit is probed. Adoption of Most-Favored-Customer agreements increases the profit of the newsvendor. Nevertheless, the newsvendor’s profit decreases when the intensity of price difference reimbursement increases.
(2) Supply chain two-part tariff coordination mechanism is studied based on strategic customer behavior. Through analyzing the optimal ordering quantity of the seller, the two-part tariff between the manufacturer and the seller is investigated. Conventional supply chain knowledge generally considers that the wholesale price within the two-part tariff should equal manufacturer’s marginal production cost. But the wholesale price here should be set above manufacturer’s marginal production cost, due to the existence of strategic customers.
(3) Product availability and supply chain performance under wholesale-price contract, quantity-discounting contract and two-part tariff are studied based on strategic customer behavior. Two-part tariff improves supply chain profits, while high profit is accompanied by high product availability. However, the supply chain under wholesale price contract or quantity discounting contract hasn’t achieved the profit level made by centralized supply chain.
(4) Based on strategic customer behavior, the value of quick response in supply chains is investigated in the frame of centralized supply chain and decentralized supply chain. The value of quick response is great in the presence of strategic customers. Moreover, quick response yields more profit in decentralized supply chain than in centralized supply chain.
(5) Based on strategic customer behavior and risk preference, supply chain profit-sharing contract is investigated. By adopting the backward induction approach of sequential game, the impact of strategic customer behavior and risk preference on supply chain coordination is studied in two dimensions. The seller’profit decreases as customer’s risk preference increases, and the seller would have to lower product price and initial inventory so as to mitigate profit reduction.
(1)基于顾客策略行为,研究最惠顾客条款对报贩模型的影响机理。分析报贩模型中的最惠顾客条款,研究差价补偿强度对销售商利润的影响。当存在顾客策略行为时,引入最惠顾客条款能显著提升销售商利润;销售商的利润会随着差价补偿强度的增大而减少。
(2)研究基于顾客策略行为的供应链两部定价契约协调机制。通过确定销售商的最优订货量,从而研究生产商与销售商之间的两部定价契约。由于顾客策略行为的存在,生产商应该把两部定价契约中的批发价设定在高于生产商边际生产成本,而不是传统供应链管理所认为的等于生产商边际生产成本。
(3)研究基于顾客策略行为的供应链契约、供货水平与供应链绩效三者之间的关系。分析批发价格、数量折扣和两部定价三种契约下的供货水平和供应链绩效。两部定价契约能提升供应链利润,高利润同时伴随着高供货水平,而批发价格契约或数量折扣契约下的供应链绩效则小于一体化供应链绩效。
(4)在一体式供应链和分散式供应链的架构上,研究基于顾客策略行为的供应链快速反应运营策略的价值。当顾客存在策略行为时,快速反应能力会给供应链系统带来更多的利润。相对于一体式供应链而言,快速反应能力会给分散式供应链系统带来更多的利润。
(5)建立基于顾客策略行为与风险偏好的供应链利润分享契约机制。采用序贯博弈的逆向归纳求解方法,同时考虑顾客策略行为与风险偏好对供应链协调的影响。销售商的利润随着顾客风险偏好程度的增加而减少;为了缓解利润削减,销售商需要降低销售价格和订货量,而不是提高销售价格。
When making shopping decisions, customers will examine different options and choose the best one to maximize their utilities. This kind of customer behavior is referred to as Strategic Customer Behavior. However, strategic customer behavior is overlooked in extant supply chain coordination literature. By magnifying customer demand which was simplified in the past, this dissertation improves supply chain coordination theory. Many aspects of supply chain coordination problem are investigated based on strategic customer behavior. The main work and insights of the dissertation include:
(1) Base on strategic customer behavior, the impact of Most-Favored-Customer agreements on newsvendor is studied. By analyzing Most-Favored-Customer agreements in newsvendor model, the influence of intensity of price difference reimbursement on vendor’s profit is probed. Adoption of Most-Favored-Customer agreements increases the profit of the newsvendor. Nevertheless, the newsvendor’s profit decreases when the intensity of price difference reimbursement increases.
(2) Supply chain two-part tariff coordination mechanism is studied based on strategic customer behavior. Through analyzing the optimal ordering quantity of the seller, the two-part tariff between the manufacturer and the seller is investigated. Conventional supply chain knowledge generally considers that the wholesale price within the two-part tariff should equal manufacturer’s marginal production cost. But the wholesale price here should be set above manufacturer’s marginal production cost, due to the existence of strategic customers.
(3) Product availability and supply chain performance under wholesale-price contract, quantity-discounting contract and two-part tariff are studied based on strategic customer behavior. Two-part tariff improves supply chain profits, while high profit is accompanied by high product availability. However, the supply chain under wholesale price contract or quantity discounting contract hasn’t achieved the profit level made by centralized supply chain.
(4) Based on strategic customer behavior, the value of quick response in supply chains is investigated in the frame of centralized supply chain and decentralized supply chain. The value of quick response is great in the presence of strategic customers. Moreover, quick response yields more profit in decentralized supply chain than in centralized supply chain.
(5) Based on strategic customer behavior and risk preference, supply chain profit-sharing contract is investigated. By adopting the backward induction approach of sequential game, the impact of strategic customer behavior and risk preference on supply chain coordination is studied in two dimensions. The seller’profit decreases as customer’s risk preference increases, and the seller would have to lower product price and initial inventory so as to mitigate profit reduction.
引文
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