关键词: 随机参照价格, 风险厌恶, 一致性定价, 差异化定价

Abstract: In order to investigate the influence of consumers' reference price effects on the supply chain pricing strategy,a supply chain model consisting of a risk-neutral manufacturer and a risk-averse retailer was constructed.The consistent pricing strategy with deterministic reference price and stochastic reference price was studied by game theory,and the equilibrium solutions in the centralized model and decentralized model were given.Based on these,the effects of related parameters on enterprise decision-making and channel efficiency were discussed,and a revenue-sharing coordination contract was proposed.Finally,the model was extended to an inconsistent pricing strategy and the differences between these two pricing strategies were revealed.

Key words: stochastic reference price, risk averse, consistent pricing, inconsistent pricing