摘要
为了研究损失规避下商超保鲜努力水平、订货量和零售价格的优化决策,将生鲜品的市场需求视为零售价格和商超保鲜努力水平和随机因素的加法函数,首先构建了风险中性下生鲜品商超的期望利润模型。然后,基于前景理论,考虑商超的损失规避性,构建了商超的期望效用最大化模型。运用MATLAB编程对商超保鲜努力水平、订货量和零售价格的优化决策进行了规划求解。以某商超的苹果销售为例,将随机因子视为均匀分布,分析了风险中性和风险规避对决策变量和期望利润/效用的影响。结果表明:考虑损失规避时,商超会减少订货量、提高销售价格、降低保鲜努力水平,其结果势必会降低期望效用;消费者保鲜努力敏感系数上升会导致商超保鲜努力水平和利润的提升,即消费者对新鲜度越敏感,商超越要强化保鲜投入,进而提高保鲜努力水平;保鲜努力水平的提升,会带来销售量的增加和价格的提升,进而带来利润的增加;消费者价格敏感系数的上升导致零售价格、保鲜努力水平和利润的降低,即消费者对价格越敏感,商超越应该降低价格、降低保鲜努力水平;保鲜努力水平的降低导致销售量的减少,进而带来利润的下降;商超损失规避系数的上升导致订货量下降、销售价格上升和保鲜努力水平下降,进而导致期望效用的下降。
For the sake of studying the optimization decision of supermarket fresh-keeping effort level, order quantity and retail price under loss avoidance, the market demand of fresh products is regarded as the addition function of retail price, supermarket fresh-keeping effort level and random factors. First, the expected profit model of supermarket of fresh products under risk neutrality is constructed. Then, considering loss aversion of supermarket, the expected utility maximization model of supermarket is constructed based on foreground theory. The optimization decision of supermarket fresh-keeping effort level, order quantity and retail price are planed and solved by using MATLAB programming. Taking apple sales in a supermarket for example and treating random factors as uniformly distributed, the influences of risk neutrality and risk aversion on the decision variables and expected profit/utility are analyzed. The result shows that(1) considering the loss avoidance, supermarket will reduce the order quantity, improve the sales price and reduce the level of fresh-keeping effort, resulting in reduce the expected utility;(2) the rising of sensitivity coefficient of consumers’ fresh-keeping effort will lead to the improvement of supermarket fresh-keeping effort level and profit, i. e.,the more sensitive consumers are to the freshness, the more supermarket should strengthen the investment in fresh-keeping, and then improve the level of fresh-keeping effort;(3) the improvement of the level of fresh-keeping effort will bring about the increases in sales and prices, which in turn will lead to an increase in profits;(4) the increase in the consumer price sensitivity coefficient leads to the decrease in retail price, fresh-keeping effort and profit, i. e.,the more price-sensitive consumers are, the more supermarket should reduce price and its effort to preserve freshness;(5) the decrease of fresh-keeping effort results in the decrease of sales quantity and profit;(6) the rise of the loss avoidance coefficient of supermarket leads to the decline of order quantity, the rise of sales price and the decline of fresh-keeping effort, therefore give rise to the decrease of expectation effect.
作者
潘晓飞
解志恒
王淑云
PAN Xiao-fei;XIE Zhi-heng;WANG Shu-yun(School of Management,Shandong Vocational University of Foreign Affairs,Weihai Shandong 264504,China;Yantai Guofeng Investment Holdings Group Co.,Ltd.,Yantai Shandong 264003,China;School of Economics and Management,Yantai University,Yantai Shandong 264005,China)
出处
《公路交通科技》
CAS
CSCD
北大核心
2022年第6期177-185,190,共10页
Journal of Highway and Transportation Research and Development
基金
国家自然科学基金项目(71672166,72072054)
山东省重点研发计划(软科学项目)(2021RKY06102)
山东省艺术科学重点课题项目(L2021C10290132)。
关键词
运输经济
保鲜努力
定价
损失规避
商超
transport economics
freshness-keeping effort
pricing
loss aversion
supermarket
