考虑零售商不公平厌恶行为的供应链网络均衡研究
The study of the supply chain network equilibrium model with retailers inequity aversion behavior

摘要： 将行为经济学中的不公平厌恶引入供应链网络均衡问题, 构建了由多个公平中性的制造商、多个不公平厌恶的零售商及需求市场组成的供应链网络均衡模型。 基于不公平厌恶理论, 建立了考虑不公平厌恶的零售商效用函数; 利用变分不等式和互补理论, 得到网络中各决策者及整个供应链网络均衡的条件。 研究结果表明, 无论是零售商存在不利不公平厌恶还是有利不公平厌恶行为, 其效用都低于其公平中性时的最大利润, 且零售商的不公平厌恶程度越高, 其交易量和效用越低。 最后通过算例进行分析验证。
Abstract: The decision makers inequity aversion behavior was embedded into the supply chain network equilibrium problems. The supply chain network was composed of many equity-neutral manufacturers, inequity-averse retailers and demand markets. Based on the inequity aversion theory, the retailers utility function was established, and the equilibrium conditions of all decision-makers and the supply chain network were modeled based on the variational inequality and the complementary theory. The results show that the utility of the retailer, who has advantageous or disadvantageous inequity-averse behavior, is lower than that of the equity-neutral retailer. Moreover, the transaction quantity and the utility of the retailer both decrease with the increase of the inequity-averse coefficient. Finally, numerical examples are solved to prove the above conclusions