基于质量参照效应的双渠道供应链最优决策研究
首发时间:2018-05-04
摘要:本文基于微分博弈构建了质量参照效应下的动态质量和定价模型,获得了价格和产品质量的最优均衡解,分析了质量参照效应对质量以及定价决策的影响。研究结果表明,质量参照效应在不同的双渠道供应链情形下,对零售商都是有利的;对于制造商而言,在考虑渠道竞争时,随着质量参照效应的增大,制造商利润是减少的。此外,产品质量的最优路径与初始参考质量相关,当初始参考质量大于最优均衡质量时,质量水平递增直到稳态水平;反之,则递减直到稳态水平。
关键词: 行为经济学 微分博弈 双渠道供应链 质量参照效应 动态定价
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Research on optimal decisions of dual-channel supply chain with reference quality effect
Abstract:This paper considers that through building the dynamic quality and pricing model based on differential game with reference quality effect, the optimal equilibrium of price and product quality can be acquired from the closed form,then to investigate the impact of reference quality effect on the dual-channel supply chain decisions.The results show that reference quality effect is always beneficial to retailer in different situations.To manufacturer,with the increase of reference quality effect,the profit is decreasing in the situations of channel competition.Moreover, the optimal path of quality is affected by initial reference quality.When initial reference quality is more than the steady-state quality, the product quality will increase until the steady-state level. Otherwise, the product quality will decrease to the steady-state level.
Keywords: behavioral ecnomics differential game dual-channel supply chain reference quality effect dynamic pricing
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