关键词: 混合渠道, 供应链, 库存决策, 损失厌恶

Abstract: Aiming at the phenomena that the decisions of retailers may deviate from optimum leaded by loss-averse behavior,a hybrid-channel inventory model from perspective of customer channel preference and retailer loss-aversion was researched.Based on the customer channel preferences,a hybrid-channel inventory model with risk-neutral manufacturer and loss-aversion retailer was built.The optimal inventory strategy of supplier and retailer was discussed under the different inventory structures of independent inventory and retailer's centralized inventory.Through numerical simulation,the influence of factors such as demand uncertainty,loss aversion and decision-making method on inventory strategy was analyzed.The result showed that the centralized decision was the Pareto improvement of decentralized decision in independent inventory mode,and the profits of manufacturer and supply chain in retailer's centralized inventory mode was improved by centralized decision,but the gains of retailer was reduced:the loss-aversion retailer's order quantities were increased and then decreased with the increase of demand uncertainty:the retailer's centralized inventory-mode was dominated for retailer and supply chain,and manufacturer was inclined to choose independent inventory mode to protect self-interests for loss-aversion retailer.The numerical analysis further showed that the retailer's centralized inventory mode would better coordinate the hybrid channel with loss-aversion retailer than independent inventory mode when manufacturer provided a profit-sharing contracts and regulated his inventory level.

Key words: hybrid-channel, supply chains, inventory decision, loss aversion