消费者购买后悔的创新耐用产品供应链微分博弈

doi:10.6040/j.issn.1671-9352.0.2023.174

摘要/Abstract

摘要： 在长期动态环境下,研究消费者在购买创新耐用产品后,产生购买后悔行为对由制造商主导的二级动态供应链的影响。通过建立微分博弈模型,采用汉密尔顿方程求解,得出供应链上制造商批发价和零售商零售价的最优路径。通过算例仿真将数据变化以图像形式呈现,进一步分析消费者购买后悔行为对此供应链上各决策变量的影响程度。结果表明,消费者购买后悔会导致供应链上的创新耐用产品销量降低,制造商和零售商的长期利润也随之降低,但随着创新耐用产品投入市场时间变长,产品的销量和制造商与零售商的长期利润均随之增加。此外,当消费者购买后悔行为比例偏小且产品市场投入时间偏长时,零售商的长期利润会出现岔分突变现象,因此,当产品的购买后悔行为比例较低时延长产品市场投入时间,可大幅提高创新耐用产品的利润。

关键词: 消费者购买后悔, 创新产品, 供应链, 动态优化, 微分博弈

Abstract: In the context of a long-term dynamic environment, this study investigates the impact of consumer regret behavior after purchasing innovative durable products on a manufacturer-led secondary dynamic supply chain. By establishing a differential game model and solving Hamilton equation, the optimal path for manufacturers wholesale prices and retailers retail prices in the supply chain is obtained. Through numerical simulation, the data changes are presented in the form of images to further analyze the impact of consumer purchase regret behavior on various decision variables in the supply chain. The results show that consumer purchase regret can lead to a decrease in sales of innovative durable products in the supply chain, and the long-term profits of manufacturers and retailers also decrease accordingly. But as the time for innovative durable products to enter the market increases, the sales volume of the products and the long-term profits of manufacturers and retailers also increase. In addition, when the proportion of consumer regret behavior is relatively small and the product market investment time is relatively long, the long-term profits of retailers will experience a bifurcation phenomenon. Therefore, when the proportion of purchase regret behavior is low, extending the products market investment time can significantly increase the profit of this innovative durable product.

Key words: consumer purchase regret, innovative product, supply chain, dynamic optimization, differential game

中图分类号:

F274

朱一,刘振威. 消费者购买后悔的创新耐用产品供应链微分博弈[J]. 《山东大学学报(理学版)》, 2024, 59(9): 56-63.

ZHU Yi, LIU Zhenwei. Differential game in supply chain of innovative products with double regrets of consumers[J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2024, 59(9): 56-63.

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