Research On Optimal Decision And Coordination Of Supply Chain Based On Quality Loss Aversion

With the vigorous development of Internet information technology,e-commerce has gradually developed into one of people’s main shopping methods.At the same time,with the continuous improvement of residents’ consumption level,they pay more and more attention to the quality of products.Consumers’ loss aversion to product quality is a significant factor affecting consumers’ purchase decisions,and has an important impact on market demand,manufacturers’ decisions and supply chain operation management.The study of supply chain management from the perspective of consumer behavior has important theoretical value and practical guiding significance for optimizing manufacturers’ decision-making and improving supply chain performance.Therefore,this paper considers the impact of consumer quality loss aversion on the optimal quality,output and price decisions of the supply chain,and how to coordinate the supply chain with revenue sharing contract.Based on the research results of supply chain coordination at home and abroad,combined with the characteristics of consumers’ quality loss aversion behavior,and using the relevant theoretical knowledge of game theory,behavioral economics and supply chain management,this paper studies the impact of consumers’ quality loss aversion on the optimal decision-making of supply chain manufacturers,and puts forward that when consumers have quality loss aversion preference,The revenue sharing contract is used to coordinate the supply chain.The specific steps are as follows: under the centralized decision-making and decentralized decision-making of the supply chain,consider the optimal quality,output and pricing decisions of manufacturers and retailers,as well as the optimal profit of the supply chain in the two situations of the real quality of products being lower than the expected quality of consumers and the real quality of consumers’ products being higher than the expected quality of consumers,respectively,The conclusions of the two decision-making methods are compared and analyzed.Finally,the revenue sharing contract is used to coordinate the supply chain under decentralized decision-making,and the optimal sharing proportion of retailers is obtained.On the basis of the above theory,in order to achieve the research purpose,the specific methods adopted in this paper are as follows: firstly,this paper constructs the consumer utility function based on quality loss aversion,then obtains the market demand function,and then constructs the profit function of retailers,manufacturers and supply chain under different decision-making methods,and then analyzes the impact of consumer quality loss aversion on retailers’ ordering The impact of manufacturers’ pricing and production and the performance of the whole supply chain,and make a comparative analysis of the conclusions,so as to design a revenue sharing contract to coordinate and optimize the decentralized decision-making supply chain considering consumers’ aversion to quality loss.Finally,in order to verify the practicability of this study,numerical simulation experiments are carried out on the conclusions.The main conclusions are as follows: under decentralized decision-making,the manufacturer’s product quality level is a strictly decreasing function of consumers’ aversion to quality loss;Under centralized decision-making,the relationship between expected quality and real quality determines that the manufacturer’s product quality level is a strictly increasing or decreasing function of consumers’ aversion to quality loss;Wholesale price contract cannot coordinate the secondary supply chain;Under certain conditions,revenue sharing contract can coordinate the secondary supply chain.This paper is a further study on the incomplete rational participants in the supply chain,which broadens the research scope of the field of consumer behavior and deepens the theory of supply chain operation and management.The innovations of this paper are as follows: 1)study supply chain management from the perspective of consumers’ quality loss aversion behavior,further improve the research on consumers’ behavior,optimize manufacturers’ decision-making and improve the efficiency of supply chain system.2)This paper constructs a revenue sharing contract model based on consumer quality loss aversion,uses revenue sharing contract to realize supply chain coordination,and finally puts forward a method to optimize supply chain coordination with consumer quality loss aversion.