Research On Pricing And Ordering Decisions In Supply Chain Based On Customer Behavior

With the further development of China’s market economy and the help of the Internet, it becomes easier for consumers to get relevant information about a variety of products; which makes the number of strategy customer becomes larger and larger. This dissertation takes the behavior of strategy customers into consideration and studies decision problem of supply chain from several different perspectives based on previous studies including stock-out loss, risks preferences, competitive behavior between the retailer. Specifically, the content can be abstracted as follows:The supply chain in third chapter is composed of a single manufacturer, a single retailer, high and low Willingness To Pay (WTP) customers, it studies the pricing and ordering decisions in supply chain under two types of customer behavior, taking into account of the premise of the demand uncertainty and stock-out loss, we assume that high WTP consumers are strategic customers or myopic customers.Studies have shown in strategic customers market, because between strategic customers and retailers exists the price game relationship, its price can have direct impact on the order quantity, the decentralized supply chain profits will be greater than the centralized supply chain profits because of the rational expectations equilibrium. And the presence of strategic customers could make the profit of the supply chain reduced.In fourth chapter,a supply chain consisting of one supplier,one seller, and a group of customers with strategic behavior. Establishing a price game model by product availability concept between the retailer and customers,then the centralized supply chain model is considered under strategic customer behavior, and then under decentralized supply chain, the retailer is risk neutral and risk aversion which are researched by the mean-variance structure respectively. Expected profit in decentralized supply chain would exceed in centralized supply chain when the retailer is risk neutral,and the wholesale price below marginal cost.It characterizes the sensitivity of the coefficient of risk aversion and profit-sharing coefficient with numerical examples by studying profit sharing contract in supply chain. In fifth chapter,Firstly,We analyze a two-period dynamic pricing model and predict the market share of the two competing retailers through it under duopoly competition,then set up rational expectations equilibrium between the retailer and customers. There exits only the price competition between retailers,and the product availability is given,and research the wholesale price contract in the same or different wholesale condition.Results show that high price was accompanied by high product availability,and supply chain profit in Cournot competition is greater than in Stackelberg.At last,by sensitivity analysis of customer psychology valuation,it can explain why customers prefer to choose high product availability retailer.Combining these theories and methods in some interrelated fields,such as Customer Behavior,Operations Research,Game Theory,this article studies the pricing and ordering model of supply chain,and considers stock-loss,risk aversion preference and game behavior,the result has it’s special significance.