基于参照点的损失厌恶企业订货决策比较研究

考虑损失厌恶企业的决策者在评估损失或收益时心中存在参照点。将企业分为两种类型:类型一企业,即当订货量大于需求量时才存在参照点的企业;类型二企业,即无论订货量大于或小于需求量均存在参照点的企业。基于前景理论,构建了上述两类企业的效用函数,得到了企业的最优订货决策模型,并对比分析了两类企业的订货量与损失厌恶系数、零售价格、批发价格和缺货损失之间的逻辑关系。主要结论如下:类型一企业的最优订货量小于类型二企业的最优订货量;随着损失厌恶系数、零售价格和批发价格的增大,类型一企业和类型二企业的最优订货量可能递增,也可能递减;随着缺货损失的增加,类型一企业的最优订货量一定递增,而类型二企业的最优订货量可能递增,也可能递减。

Comparative Study on Ordering Decision of Loss-averse Enterprise Based on Reference Point

This paper considers the reference points existing in the process that the decision maker of loss-averse enterprises evaluate enterprise's loss or gain.And it classifies the enterprise into two kinds:the first one is the enterprise that has a reference point when orders are larger than demands;the second one is the enterprise has a reference point whether orders are larger or less than demands.Based on the prospect theory,it constructs the utility functions of two kinds of loss-averse retailers,and gets the optimal order decision models of two loss-averse retailers,and comparatively analyzes the logic relationships between order quantities of two kinds of loss-averse retailers and loss-averse coefficient,retail price,wholesale price and stockout loss.The main conclusions are as follows:the optimal order quantities of the first kind of enterprise are less than that of the second kind of enterprise;with the increase of loss-averse coefficient,retail price and wholesale price,the optimal order quantities of two kinds of enterprises may be increase or decrease;with the increase of stockout loss,the optimal order quantities of the first kind of enterprise must be increase,but the optimal order quantities of the second kind of enterprise may be increase or decrease.