消费者理性程度对供应链定价影响的仿真研究.pdf

27 12 © Vol. 27 No. 12 2015 12 Journal of System Simulation Dec., 2015 1 2 1. 510640 2. 510632 “” Stackelberg TP391.9 A 1004-731X (2015) 12-2898-10 DOI:10.16182/ki.joss.2015.12.004 Simulation Research on Impact of Consumer Bounded Rationality on Optimal Pricing Strategy in Supply Chain 1 2 Li Feng , Wei Ying (1. School of Business Administration, South China University of Technology, Guangzhou 510640, China; 2. Department of Business Administration, Jinan University, Guangzhou 510632, China) Abstract: Noticing increasing market responses to online sales channel, the impact of bounded rationality of consumer on pricing strategy was studied in a dual-channel supply chain system, which consists of one manufacturer and one retailer. A multiple-agent based modeling and simulation approach was proposed and employed. In a Stackelberg game setting with the manufacturer the leader, optimal pricing decisions were calculated from the simulation model. Impacts of consumer behavior parameters on channel prices and sales revenue were analyzed, i.e., degree of consumer bounded rationality, consumer’s acceptance of online channel, as well as consumer’s valuation distribution to the product. Results reveal that the manufacturer benefits from higher acceptance level of online channel, and the retailer will be b