| In the context of the information age,consumers constantly enrich their access to information and become more and more strategic,so that they tend to include future options into the scope of current decision-making.However,no matter what choice they make,consumers tend to hope on unfinished options,resulting in regret and future affecting their utility.Therefore,this paper will consider the degree of strategy and expected regret of consumers,explore the pricing decisions of manufacturers and retailers,and design coordination mechanisms to achieve Pareto optimality of the supply chain,so as to promote the system to achieve mutual benefit and win-win.The main research contents of this article are:(1)The research background and significance of this paper are expounded,the research status of dynamic pricing,strategic consumers and expected regret at home and abroad is combed.From the literature review,the development level of the current research is more clear,and the research content of this paper is proposed.(2)On the basis of considering consumers’ strategic purchasing behavior,a two-stage dynamic game model of a two-level supply chain consisting of manufacturers and retailers is established.Considering the consumer’s expected regret and not considering the consumer’s expected regret,the paper compares and analyzes the influence of the consumer’s strategic degree on the development of the enterprise in the two cases.On the basis of considering consumers’ expected regret,the effets of two kinds of expected regrets(namely,consumer’s high price regret and out-of-stock regret)on the normal and discounted sales stages of manufacturers and retailers are studies.Including the impact on wholesale price,retail price,consumer value indifference equilibrium point,profit in each stage and the sum of profit in two stages.(3)A two-stage dynamic game model of the supply chain is constructed by comprehensively considering the degree of consumer strategy and the expected regret of consumers.Using the reverse induction method,the two-stage equilibrium solutions of the supply chain in the decentralized decision-making mode and the centralized decision-making mode are solved respectively.Compare and analyze the profit difference and price difference under two different decision-making methods of decentralization and concentration.And design a revenue sharing contract to provide a coordinated plan for improving the efficiency of the supply chain.Aiming at the cross-stage purchasing behavior and contract design of strategic consumers,it provides certain theoretical support and research basis for manufacturers and retailers. |
