不同竞争环境下损失厌恶与网络销售效率对双渠道供应链的影响

考虑由电商平台和制造商组成的双渠道供应链,制造商存在网络销售效率问题,消费者存在损失厌恶心理,在不同竞争环境下,分析网络销售效率、损失厌恶对企业定价和收益的影响.结果表明,在Nash均衡博弈、制造商主导Stackelberg博弈和电商平台主导Stackelberg博弈下,网络销售效率的下降导致网络销售价格和电商平台收益上升,制造商收益和供应链收益下降,网络销售价格在电商平台主导Stackelberg博弈下最大,在制造商主导Stackelberg博弈下最小;损失厌恶的增大导致网络销售价格、企业和供应链收益均下滑,企业收益在自身企业主导Stackelberg博弈下最大,在对方企业主导Stackelberg博弈下最小;供应链收益在供应链集中下最大,在电商平台主导Stackelberg博弈下最小.

Influence of loss aversion and online sales efficiency on dual channel supply chain in different competitive environments

Considering the dual channel supply chain composed of e-commerce platform and manufacturer, the manufacturer has the problem of online sales efficiency, and the consumer has the psychology of loss aversion. Under different competitive environments, this paper analyzes the impact of online sales efficiency and loss aversion on enterprise pricing and revenue. The results show that under Nash equilibrium game, manufacturer dominated Stackelberg game and e-commerce platform dominated Stackelberg game, the decline of network sales efficiency leads to the rise of network sales price and e-commerce platform revenue, while the decline of manufacturer revenue and supply chain revenue, the network sales price is the largest under e-commerce platform dominated Stackelberg game and the smallest under manufacturer dominated Stackelberg game; the increase of loss aversion leads to the decline of online sales price, enterprise and supply chain income, the enterprise income is the largest under the Stackelberg game dominated by its own enterprise and the smallest under the Stackelberg game dominated by the other enterprise; the supply chain income is the largest under the supply chain concentration and the smallest under the Stackelberg game dominated by the e-commerce platform.