具过度自信零售商的双渠道供应链网络均衡研究

将零售商的过度自信行为纳入双渠道供应链网络均衡模型,研究了由供应商、分销商以及具过度自信行为的零售商构成双渠道供应链网络均衡问题。借助变分不等式以及互补理论,刻画了制造商、分销商以及过度自信零售商的最优行为,并构建了双渠道供应链网络均衡条件。解析分析了市场出现有利信息和不利信息两种情形下,零售商的过度自信行为对其订购决策的影响。最后,数值算例验证上述结论,并借助数值结果分析了零售商的过度自信行为对双渠道网络均衡的影响。

Supply Chain Network Dual Channel Equilibrium Model with Overconfident Retailers

We incorporate retailers’ overconfident behaviors into supply chain network dual channel equilibrium model consisting of supply markets, distribution markets and retail markets. Based on variational inequality and complementary theory, the optimal behaviors of manufacturers, distributors and overconfident retailers are modeled, and the supply chain network dual channel equilibrium pattern is established. The impacts of favorable and unfavorable market information on the order decision of overconfident retailers are analyzed. Finally, Numerical experiments verify above conclusions and the impacts of retailer's overconfident behavior on the network equilibrium are analyzed by numerical results.