考虑损失厌恶和锚定心理的供应链订货与协调

为更合理地实现供应链协调的整体最优绩效，以具有损失厌恶和锚定心理的零售商和风险中性的供应商组成的两级供应链为研究对象，探讨回购契约下的供应链订货及协调情况。建立集中和分散决策下考虑零售商损失厌恶和锚定心理的回购契约协调模型，分析了零售商最优订货量与批发价格、回购价格之间的关系，以及各契约参数对回购价格和各节点利润的影响，并给出了供应链实现协调需要达成的条件。结果表明，当零售商订购的产品为高利润产品时，能够实现供应链整体最优绩效，达到供应链协调，且利润在供应链双方之间的分配随着批发和回购价格的提升而向供应商倾斜，但零售商损失厌恶和锚定心理的加深会使得供应商提升回购价格，使整体供应链的利润下降，成本费用增加。

Order and Coordination of Supply Chain Considering Loss Aversion and Anchoring Psychology

To better achieve the overall optimal performance of supply chain coordination, a two-level supply chain composed of retailers with loss aversion and anchoring psychology and risk-neutral suppliers is used as the research object to explore the order and coordination of supply chain under the repurchase contract. A repurchase contract coordination model is established, which considers retailer loss aversion and anchoring psychology under centralized and decentralized decision-making, and the relationship between retailer’s optimal order quantity and wholesale price and repurchase price is analyzed, and the impact of each contract parameter on the repurchase price and the profit of each node is analyzed, furthermore the conditions for the realization of supply chain coordination are given. The results show that when the products ordered by retailers are high-margin products, the overall optimal performance of the supply chain can be achieved, and supply chain coordination can be achieved. And the distribution of profits between the two sides of the supply chain is biased towards suppliers as the wholesale and repurchase prices increase. However, the deepening of retailer’s loss aversion and anchoring psychology will make the supplier raise the buyback price, so that the profit of the whole supply chain will decline and the cost will increase.