Optimization And Application Of Pharmaceutical Supply Chain Considering Behavioral Factors Under The Background Of New Retail

As the structure of supply chain network becomes more and more complex,it has become a hot issue in supply chain network design and operation strategy optimization for decision makers to make optimization decisions on supply chain procurement,inventory and distribution based on the perspective of centralized decision-making.At the same time,the supply chain faces many internal and external risks resulted from uncertain factors,they need make strategy to reduce loss under risk.Moreover,as e-commerce platform developing,"new retail" brings many changes to traditional retail industry.People focus on the efficiency and service quality more.In addition,due to the characteristics of pharmaceutical products,pharmaceutical supply chain is more complex than supply chain of other products.Finally,decision maker is uncompletely rational person,so research under hypothesis of perfect rationality is ideal.Therefore,it is more practical to consider the behavior factors in the research of supply chain optimization.Based on this,the papers focus on optimization of procurement,inventory and distribution of pharmaceutical supply chain under the background of new retail.The research contents are as follows:Firstly,study the optimization of pharmaceutical supply chain considering decision-makers’ risk aversion under the background of new retail.The environment contains supplier supply failure and consumer demand fluctuation,the alternative source supply strategy and inventory strategy are adopted to face uncertain risk.CVaR is used to gauge risk of supply chain,and establishing cost-CVaR model to minimize the cost and avoid the supply chain risk as much as possible.Secondly,study the optimization of pharmaceutical supply chain considering decision-makers’ risk aversion and retailers’ regret aversion under the background of new retail.Constructing regret utility function through the difference between retailers’actual profit and expected profit to gauge the regret aversion level of retailers.A multi-period single-product nonlinear mixed integer stochastic multi-objective programming model with the goal of minimizing the cost mean-CVaR and the retailer’s regret utility was established,and the model was solved by using the εconstraint method.Finally,taking A pharmaceutical company as an actual case,the model is solved and analyzed to be effective,and provide decision suggestions for pharmaceutical companies.