面对损失厌恶顾客的零售商订货定价策略及激励问题研究

考虑顾客存在损失厌恶, 研究零售商的订货和定价策略, 以及顾客损失厌恶程度对零售商决策行为的影响, 同时探讨零售商通过补偿契约对损失厌恶型顾客的激励问题, 得到如下主要结论: 顾客损失厌恶导致零售商利润和零售价格下降, 订货量和需求量增加; 零售商采取补偿契约能够提高零售商利润、零售价格、订货量和需求量, 有效弱化了顾客损失厌恶给企业带来的负面影响, 并且, 只要补偿额不超过一定限度, 补偿契约也会增加顾客的效用, 实现企业与顾客双赢.

Pricing and ordering strategies and stimulated issue of retailer facing lossaversion customer

For the problem of retailers facing loss-aversion customer, retailer’s ordering and pricing policies and the influence of customer’s loss-aversion degree on retailer’s decision are studied. Meanwhile the issue that the retailer stimulates the loss-aversion customer by the compensation contract are discussed. The main conclusions are as follows: customer’s lossaversion leads retailer’s profit and retail price to decrease, order quantity and demand to increase. The compensation contract can improve retailer’s profit, retail price, order quantity and demand, and effectively weaken the negative influence on the retailer by customer’s loss-aversion. Moreover, when compensation does not surpass the certain limit, the compensation contract can improve the customer’s utility, and achieve to win-win for the retailer and customer.