考虑消费者预期后悔的供应链定价策略研究

在考虑消费者预期后悔的基础上，本文建立了由制造商、零售商与策略性消费者组成的三级供应链两阶段动态博弈模型。研究发现，制造商和零售商在两个阶段存在唯一最优均衡解和消费者价值无差异均衡点。当产品获得率在一定范围内时，制造商和零售商的最优均衡解、利润和消费者价值无差异均衡点均受高价后悔负向影响和缺货后悔正向影响。此外，折扣销售阶段产品的获得率负向影响制造商和零售商的最优均衡解以及消费者价值无差异均衡点。

SUPPLY CHAIN PRICING DECISIONS CONSIDERING CONSUMERS' EXPECTED REGRET

Based on the consideration of consumers'' expected regret, a three-level supply chain two-stage dynamic game model consisting of manufacturers, retailers and strategic consumers was presented in this paper. The results showed that in the dynamic game, the manufacturer and the retailer had the only optimal equilibrium solution and the indifference equilibrium point of consumer value in the two stages. When the product acquisition rate was within a certain range, the optimal equilibrium solution, profit and consumer value indifference equilibrium points of manufacturers and retailers were all negatively affected by high price regret and positively affected by stock-out regret. In addition, the acquisition rate of the products in the discount sales stage negatively affected the optimal equilibrium solution of manufacturers and retailers and the equilibrium point of indifference in consumer value.