摘要
智能产品逐渐渗透到各行各业,了解消费者的购买意愿对提高供应链的整体盈利水平具有重要意义。本文基于消费者效用理论,运用Cobb Douglas效用函数建立了考虑消费者效用的单制造商单零售商分散式决策定价博弈模型,制定最优定价策略。研究结果表明:消费者行为会对供应链主体决策产生影响。智能水平敏感系数在一定区间时,制造商、零售商以及供应链整体有最优利润,这种情况下智能水平以及市场需求都比较可观,为制造商的创新研发提高动力。此外,Nash讨价还价机制的引入显著提高了供应链利润及消费者效用,为智能产品供应链管理者提供优化方案,提高运营效率。
Smart products have gradually penetrated all industries,and it is of great significance to understand consumers’purchase intentions and improve the overall profitability of the supply chain.Based on the consumer utility theory,this paper uses the Cobb Douglas utility function to establish a decentralized decision-making pricing game model of single manufacturer and formulates the optimal pricing strategy.The results indicate that consumer behavior will have an impact on the supply chain’s main decisions.When the smart level sensitivity coefficient is within a certain range,manufacturers,retailers,and the supply chain as a whole have the best profits.In this case,the smart level and market demand are both considerable.Besides,the introduction of the Nash bargaining mechanism has significantly improved the profitability of the supply chain and consumer utility,providing optimized solutions for smart product supply chain managers,and improving operational efficiency.
出处
《价格理论与实践》
北大核心
2019年第12期137-140,184,共5页
Price:Theory & Practice
