CAJ | 학술논문

运用分段线性函数描述了零售商损失规避行为，同时利用模糊事件的可信性测度，构建了损失规避零售商的模糊期望效用模型，并揭示了凹性性质。借助变分不等式理论，刻画了制造商、零售商与消费者的最优行为。将制造商与零售商的定价机制纳入到网络均衡条件，构建了供应链网络均衡。此外，为简化网络均衡条件，证明了均衡时制造商的定价机制等价于零售商的定价机制。最后，结合算例讨论了市场需求模糊性、缺货成本以及损失规避系数对网络均衡的影响。
운용분단선성함수묘술료령수상손실규피행위，동시이용모호사건적가신성측도，구건료손실규피령수상적모호기망효용모형，병게시료요성성질。차조변분불등식이론，각화료제조상、령수상여소비자적최우행위。장제조상여령수상적정개궤제납입도망락균형조건，구건료공응련망락균형。차외，위간화망락균형조건，증명료균형시제조상적정개궤제등개우령수상적정개궤제。최후，결합산례토론료시장수구모호성、결화성본이급손실규피계수대망락균형적영향。
Loss-averse behavior of retailer is described by piecewise-linear function, and the expected utility model of loss- averse retailer is established by credibility measure of fuzzy event, its concavity property is revealed. The optimal behaviors of manufactures, retailers and consumers are modeled by the variation inequality. In order to simplify network equilibrium conditions, it is proved that the pricing mechanisms of manufacturers are equivalent to those of retailers in equilibrium. Then, the supply chain network equilibrium is built. Finally, the impacts of fuzzy demand, shortage cost and loss-averse co- efficient on network equilibrium are illustrated by numerical example.