Research On Supply Chain Decision And Coordination Based On Behavioral Factors

Along with the economic globalization and the development of industrial chain, the supply chain management has gradually become the focus attracting the attention of each party. In the traditional supply chain management researches, they usually suppose that all the members of supply chain were risk-neutral, believe that the decision-maker shall be inspired by self-interest motivation and shall also have the ability to make the rational decision, and build the model of supply chain decision under uncertain condition by using the expected utility theory, but with rare consideration on the influence the human behavior factor that affect on the decision process. According to the behavioral science and empirical researches, they proved that once the consumer found the inventory of the perishable product they want to buy was lower than a certain threshold value, they may generate the balking behavior; in order to establish a long-term stable cooperative relationship, the members of the supply chain may pay attention to whether the profit distribution of the supply chain system was fair and in balance; in order to cope with the various uncertainty generated inside and outside the supply chain system, the decision-maker may generate the loss-averse behavior. However, there are still not pay enough attention to above mentioned behavioral factors in the traditional supply chain management.Among the most supply chain models, they always assumed that the product's supply of the suppliers fixed, only the market demand was random. However, in the actual management practice, the capacity of the suppliers always limited, which may cause the random supply of their products. Based on the above considerations, in this dissertation, it take the newsvendor model as the background, make use of the traditional supply chain management research, further discuss the problems of supply chain decision and coordination under three behavioral factors by the behavioral operational model.Firstly, this dissertation introduces the research background,analyzes the significance of the behavioral factors in the model of supply chain decision and coordination, proposes the research contents and research methods, and illustrates the technical routes and innovations.Secondly, through the literature review this dissertation focuses on the review and summary for the current domestic and foreign research situation about the supply chain management with the consideration of behavioral factors, grasps the forward position of the research development about behavioral supply chain, finds out the deficiency and shortage of current research, clarifies the starting point of the study in this dissertation, and lays down the better foundation for this dissertation.In chapter three, it studies the problems of supply chain decision and coordination under the customer balking behavior. First of all, the dissertation extends the distribution-free newsvendor model with random supply and random demand, it also study the effects of shortage penalty and the balking penalty on the newsvendor's optimal order quantity. The dissertation then studies a VMI supply chain with promotional effort in an environment of consumer balking behavior,addresses the problem of VMI supply chain coordination with customer balking and promotional effort, and analyzes the influences of both the promoting efforts and balking behavior on the optimal order quantity and the profit of VMI supply chain system. Finally, the dissertation studies a problem of VMI supply chain coordination with price-dependant demand in an environment of consumer balking behavior. By designing a strategy that the retailer shares unmarketable costs, the wholesale price contract can perfectly coordinate the supply chain.In chapter four, it studies the problems of supply chain decision and coordination under the fairness preference. Based on Fehr and Schmidt's inequity aversion model, the dissertation establishes the models of wholesale price contract with random supply and stochastic demand through the improved reference points representing the relative fairness. The effects of both the retailer's fairness preference and the random supply-demand on the supply chain members' decision are considered. The retailer's optimal ordering quantity is obtained under different scenarios. In addition, the dissertation discusses the optimal decision and coordination of the supply chain system under the two situations of disadvantageous inequity aversion and advantageous inequity aversion respectively.In chapter five, it discusses the problems of supply chain decision and coordination under the loss aversion. First of all, the dissertation examines a newsvendor problem with random capacity and stochastic demand, where the loss-averse preference is adopted to describe the newsvendor's decision behavior, and the impacts of loss aversion, price,cost and salvage value on the newsvendor's optimal order quantity are analyzed. The dissertation then discusses a loss-averse OEM supply chain with random supply and random demand, establishes a Stackelberg game between a loss-averse contract manufacturer (CM)and a risk-neutral origin equipment manufacture (OEM) based on the prospect theory, and solves the equilibrium outsourcing pricing and ordering under decentralized decision. Finally, the dissertation realizes the coordination of OEM supply chain and the Pareto optimization for the profits between both parties through the traditional revenue sharing contract with shortage penalty mechanism.Finally, through the summary of this dissertation, it analyzes the existing deficiencies and limits in the study work, and makes the prospect and thinking for the future research directions.