损失规避零售商订货量与广告费用的联合决策

针对实际的决策偏差,研究了损失规避零售商在不确定性需求下的广告费用和订货量的联合决策问题,并基于前景理论 框架下的损失规避效用函数建立了相应的联合决策模型.研究结果表明:在一定条件下,损失规避零售商的最优订货量和广告 费用均低于风险中性零售商的最优订货量和广告费用,而且随着缺货成本的增加,损失规避零售商会逐步减少广告投入但却 增加订货量.还通过理论分析和数值实验,研究了模型参数变化对最优订货量和广告费用的影响.

Joint decision-making of order quantities and advertising expenditure for loss-averse retailers

For the decision bias in practice,this paper deals with the joint decision-making problem of advertising expenditure and order quantity for loss-averse retailers under uncertain demand,and develops a corresponding joint decision-making model based on loss aversion utility function within prospect theory framework.The study results indicate that both the optimal order quantity and the advertising expenditure of loss-averse retailers are less than those of risk neutral retailers.However,with the increase of shortage cost,loss-averse retailers will gradually decrease advertising expenditure,but will not decrease order quantity.Through theoretical analysis and numerical examples,this paper also studies the influence of model parameters on optimal order quantity and advertising expenditure.