Supply Chain Pricing,Ordering Decision And Dales Channel Selection Based On Muiti-Preference And Multi-attribute

In the process of supply chain management,product pricing and ordering decisions have been being focused by supply chain managers.With the rapid development of information technology and e-commerce,the supply and demand environment is becoming more and more complex,supply chain members show multiple preference phenomenon,the effect factors of pricing and ordering decisions exhibit multiple attributes characteristics,and supply chain sales-channels are also showing a trend of diversification.However,the traditional supply chain pricing and order decision models and theories cannot meet the needs of supply chain managers in complex environments.Therefore,this paper investigates the supply chain pricing decision-making and sales-channel selection on the basis of multi-preference(consumer time preference and decision-maker risk appetite)and multi-attribute(different channel power structure,electronic retailer credit,competition among retailers,price dependence of product market demand,decision reference dependence,etc.).The main research work of this paper includes the following six aspects:(1)The paper first reviews some literatures on supply chain pricing decision,multi-preferences such as consumer's time preference and decision maker's risk preference,multi-attributes such as electronic retailer's credit,competition among retailers,price dependence of product market demand and so on,supply chain coordination and the sales channel selection.(2)It studies the pricing and ordering strategies of supply chain and its members based on the time preference of consumer and the retail prices of product.We utilize the time preference factor to measure consumer time preference,use the elasticity index of product's market demand about retail prices to reflect the influence of retail prices on consumer demands,and build the pricing and ordering models under three kinds of channel power structures(i.e.,dominant retailer,dominant manufacture and balance of power between channel members).The numerical results have implied some regulations and they can be concluded as follows:under the three forms of channel coordination,1)the time preference of consumer is decreasing with respect to the optimal retail price,order quantity and expected profit for supply chain members;2)the elasticity index of product's market demand about retail prices is decreasing with respect to the optimal retail price,and is increasing with respect to the optimal expected profit;3)the retail prices of product is the concave function of the channel members' expected profit;4)considering the time preference of consumer and the retail price of product as the decision making factors affecting the pricing and ordering processes will increase the optimal expected profit of supply chain members.(3)During the process of supply chain management,the time preference of consumer and the risk preference of decision maker are two important effect factors on pricing and ordering decision-making of product.The paper takes the influencing factors of product market demand such as the time preference of consumer and price-dependent,and the influencing factors of decision making such as the risk preference of decision maker and reference-dependent into the model consideration scope,builds the pricing and ordering model based on the time preference of consumer and the risk preference of decision maker under the framework of the cumulative prospect theory.The research results imply that as the time preference of consumer increases,the optimal price and order quantity of product both decrease;as the psychological reference point of decision maker increases,the optimal price of product will decrease and the optimal order quantity will increase,and the loss aversion of decision maker is contrary with the psychological reference point of decision maker.At last,the built optimal pricing and ordering model which considers the time preference of consumer and the risk preference of decision maker will improve the maximum cumulative prospect utility of decision maker in supply chain.(4)Under the e-commerce environment,the credit of retailer and the time preference of consumer are two important to affect product's market demand.Considering that consumers have different credit rating for different electronic retailers,this paper builds a pricing decision making model of electronic retailer based on the time preference of consumer under the novel Hotelling model.Different from the previous studies,this paper determines electronic retailers' product market share according to their credit level,and utilizes the exponential time preference function to depict the effect of product delivery time and different products having a different delivery time requirement on product market demand.The numerical results show that,the optimal pricing of electronic retailer whose delivery time is short will increase as consumer's time preference;whereas the optimal pricing of electronic retailer will decrease.Electronic retailer's optimal pricing strategies will vary with the change of consumers' price sensitivity and time sensitivity.(5)In a supply chain system consisting of one manufacturer and two retailers,this paper researches the problem of supply chain pricing decision and sales channel selection based on the credit of retailer in competitive environment.It analyzes the pricing decision of supply chain under the three cases of electronic channel,mixed channel and traditional channel,and studies the effect of retailers' credit and the competition between them on pricing decision and the sales channel selection.Numerical experiment exhibits that:competition retailers own the same pricing strategies in a single channel,the optimal retail price of product is decreasing with the competition degree between retailers and the credit level of electronic retailer;the sales channel selection strategies of manufacturer and supply chain manager are vary with the credit degree of retailers in different competitive environment.(6)It considers a two-level supply chain system consisted of a manufacturer and two electronic retailers,and researches manufacturer's optimal pricing decision and sales formats selection problem based on the time preference of consumer and the competition of retailers under three sales formats.Firstly,considering the significant impact of different product attributes(perishables and durable goods),delivery time and delivery time reference points on the demand of product in the E-business environment,we propose a consumer's time preference model to reflect the impact of these factors.Secondly,we build a optimal pricing decision and sales formats selection model based manufacturer's profit maximum under three sales formats.Lastly,a numerical experiment was conducted to compare the effect of different consumer's time preference parameters and the degree of competition between retailers on optimal pricing strategies and the sales formats selection.The results show that,the effects of consumer's time preference on supply chain's optimal pricing strategies are different in different sales formats;as the increase of the time preference factor of consumer and the reference point of product delivery time,manufacturer will select different selling formats;and the profit of manufacturer is monotony increase function with respect to the reference point of product delivery time.