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中文摘要：
在随机市场需求条件下,考虑风险规避型双渠道供应链中存在顾客退货时的最优决策问题,决策变量为两个渠道的商品售价和制造商批发价.以集中决策时的最优决策作为比较标杆,重点利用均值—方差方法分析了分散决策时风险规避型制造商和零售商的最优决策.结合灵敏度分析和数值试验,讨论了分散决策下的风险规避度,以及市场需求波动和顾客退货率对最优决策的影响.结果表明,高退货率不利于零售商、制造商及整个供应链的收益;风险规避度对收益的影响不是一成不变的,与需求波动大小有关;分散决策虽然引起了双边际效应,但制造商风险规避度的增加将降低双边际效应的负面影响.
英文摘要：
Under the stochastic market requirement, an optimal decision-making model was presented with consideration of consumer returns in dual-channel supply chain consisted of risk-averse manufacturer and retailer, and the decision variables included the wholesale price and the direct price. As the benchmark, the optimal close-form solu- tions in centralized scenario were solved with a mean-variance modeling risk approach. By combining with the analytical methods and numerical simulations, the impact of the risk-aversion level, the demand fluctuation and the consumer return rate on optimal decisions was analyzed respectively. Results showed that a high return rate would be worst off the profits of retailer, manufacturer and the whole supply chain; the impact of risk-aversion attitude on the profits of relevant participants was closely related to demand fluctuation. In addition, the fact that decentralized de- cision would lead to double marginalization, but the manufacturer＇s intense risk aversion attitude would reduce the negative impact of double marginalization.
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