Research On Ordering Models And Application Considering The Retailer's Disappointment And Elation Behavior

Retailers order model is one of the important research topics in the operation management,since put forward,It has drawn so much attention of scholars,and its research has expanded to several aspects.Classical ordering models are based on the assumption that the retailer is entirely rational.However,the retailer can't make decision rationally,because it can't acquire the full and effective information,and its limited calculation ability.Some scholars concluded that the retailer's actual decision result is different from the theoretical expectation of traditional ordering model through the experimental research.Since then,some scholars studied ordering model from the point of the psychological cognition and the behavior of retailer referring to psychology research results,and obtained certain research achievements.At present,the research on behavior factors of the ordering models mainly includes:fairness perceptions,loss aversion and bounded rationality and so on.However,though the existing studies of behavior factors in retailer's ordering model all uses the mathematical modeling method,adding the behavior parameters standing for decision makers' psychological behavior,and gained rich research achievements,it still lacks a sort of systematic study.Important as the disappointment theory is a research achievement of the behavioral decision theory,it has drawn too much attention of scholars since proposed.Disappointment theory holds that the decision makers have bounded rationality,and their decisions will be influenced by disappointment aversion and elation seeking psychological perception.At present,the studies of retailer's ordering model considering retailer's disappointment aversion and elation seeking psychological perception is very few,therefore,introducing disappointment theory into retailer's ordering model,and studying the retailer 's disappointment aversion and elation seeking psychological behavioral have an important theoretical value.In the practical application,the ordering model considering the retailer's disappointment aversion and elation seeking behavior will accord more with the retailer s actual decision-making behavior,meanwhile can be widely used in retail,manufacturing and alike,so it has an important practical significance.This paper analyzes the influence of the retailer's disappointment and elation behavior on order decision on the basis of relevant behavior literature reviews.Based on referring to related studies of the influence of pricing and advertising expenditure on ordering decisions,this paper studies the influence of retailer's disappointment and elation behavior on the joint decisions of pricing and ordering,and the joint decision makings of ordering and advertising expenditure.Finally,this paper applies this theory study into the company S's desktop computer K retailer's ordering decision,and gives the desktop computer K retailer the best ordering strategies in different situations.In conclusion,this paper mainly completed the following four research tasks:(1)An ordering model considering retailer's disappointment and elation behavior,which is not influenced by price and advertisement.This paper established the ordering model considering retailer's disappointment and elation behavior with the goal of maximizing the expected utility.The optimal ordering decision and solving method were given respectively based on the additive and multiplicative demand situation when price is an exogenous variable,and analyzed the impact of disappointment aversion and elation seeking behavior on optimal ordering decision.(2)An ordering model considering retailer's disappointment and elation behavior,which is influenced by price.This paper put forward a ordering decision making problem considering retailer's disappointment and elation behavior,which is influenced by price,meanwhile established a joint decision making model of ordering and pricing,and given the solving method in detail.Finally,this paper analyzed the influence of disappointment aversion and elation seeking behavior on the joint decision making model of ordering and pricing(3)An ordering model considering retailer's disappointment and elation behavior,which is influenced by advertising.In allusion to the market demand function effected by advertising expenditure,this paper established a joint decision making model of advertising expenditure and ordering,and given the solving approach and method in detail.Finally,this paper analyzed the influence of disappointment aversion and elation seeking behavior on the joint decision making model of optimal ordering and advertising expenditure,and also analyzed the influence of advertising expenditure on ordering quantities.(4)Application study:Ordering decision analysis of company S's type K computer retailer.The ordering decision making problem of company S's type K computer retailer is the background of this paper.This paper applied the theoretical research results into the order decision making problems of desktop computer retailers,and given the optimal order strategies in different situations.Finally,this paper summarized the main findings and conclusions,and limitations of the study and the research for future study.