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

摘要： 为探讨消费者参照价格效应对供应链定价策略的影响,构建了一个由风险中性制造商和风险厌恶零售商组成的供应链模型。通过博弈论方法研究具有确定性参照价格和随机参照价格情况下的一致性定价策略,给出了集中模型和分散模型的均衡解。在此基础上,探讨了相关参数对企业决策和渠道效率的影响,并设计了收益共享协调契约。最后,将模型拓展到差异化定价策略,并揭示了两种定价策略的差异。

关键词: 随机参照价格, 风险厌恶, 一致性定价, 差异化定价