风险规避型供应商主导的双渠道定价与协调研究

针对供应商和零售商组成的供应链,研究单零售渠道下的定价以及供应链协调的批发价策略。进一步通过均值-方差分析,考虑供应商是风险规避者时,建立直销渠道的条件,直销渠道下的定价和协调供应链的批发价契约。结果表明,供应商在单渠道和双渠道情况下,需采用不同的批发价契约实现供应链的协调。数值仿真说明,风险规避的供应商只有在期望效用增加时才会选择建立直销渠道,否则即使期望收益增加也不能激励供应商建立双渠道。

Coordination and Pricing Decision of Dual Channel with Risk Averse Supplier

For a supply chain with a supplier and a retailer,this paper studies the optimal retail price and wholesale price for supply chain coordination.Through mean-variance analysis,this paper studies the condition of adding a direct channel for a risk averse supplier,the price of direct channel and the optimal wholesale price.The result shows that supplier should adopt different wholesale price contract under single and dual channel for coordination supply chain.At last,the numerical simulation illustrates the ri...