两种需求情形下损失规避零售商的最优订货-定价联合决策

在加法需求情形和乘法需求情形下研究损失规避零售商的最优订货-定价联合决策问题. 基于前景理论, 建立损失规避零售商的期望效用函数, 并通过模型推导得到损失规避零售商的最优订货-定价决策的关系表达式, 发现库存因子满足特定条件时, 最优决策的关系表达式一定存在. 同时, 讨论零售商的损失规避行为对最优决策和期望效用的影响. 通过数值算例, 验证了所得结论的有效性, 发现商品定价较高时, 损失规避行为驱使零售商采取保守的订货策略, 使得最优订货量趋于均值需求.

Joint decision-making of order quantities and pricing for loss-averse retailers with two demand cases

This paper studies the joint decision-making of order quantities and pricing for loss-averse retailers with the price-dependent demand which is affected additively or multiplicatively by a random term. Based on the prospect theory, the expected utility function of the loss-aversion retailer is expressed, and the expressions of optimal order quantities and pricing and its sufficient condition of existence are deduced. Finally, numerical examples are given to illustrate the theoretical results of the proposed models. It is also given that loss-aversion behavior makes the retailer take conservative quantity polices that make order quantity closed to mean demand, and the loss-aversion behavior has an effect on optimal decisions and expected utility.