【作者】 李宇；

【导师】 姜吉坤；

【作者基本信息】 青岛理工大学 ， 建筑与土木工程（专业学位）， 2022， 硕士

【摘要】 随着对高品质生活的追求,人们更加关注家居环境,相较于以往单纯追求实用性,如今将产品的审美、个性、功能等放到了与实用性同等重要的位置。2018年中国建筑装饰协会发布《家居建材供应链一体化服务规程》,为住宅市场的家居建材供应链一体化服务提供标准参考。随着市场的规范、消费者需求的提升,家居建材相关企业若想寻求竞争优势,就需要对供应链进行整合,改进服务策略、合理定价,提高产品质量以形成自身优势。此外,目前与经济学有关的数学模型绝大多数以完全“自利”为假定条件建立,忽略社会偏好对行为的影响,导致得出的结果容易偏离实际情况。随着相关学者进一步研究,人们发现在经济社会中,行为人是有限理性的,决策者是存在利他倾向的。因此,本文研究行为人在关注自己利益的同时,兼顾考虑他人的收益,在实际决策行为中,做出“自利”主义条件下的利他决策。本文将利他行为理论引入由家居建材制造商和零售商构成的二级动态供应链,利用微分博弈理论,分别得到三种利他模式下的动态均衡策略及其值函数,并以两家企业为例,运用MATLAB进行数值仿真分析,得出以下结论:(1)在家居建材零售商利他模式下,即在家居建材供应链中,仅有零售商存在利他行为,而制造商为不存在利他行为时,零售商的利他行为对自身的效用增加没有帮助。(2)家居建材制造商利他行为可以视为一种市场手段。无论哪种模式下,制造商的利他倾向总能激励零售商提高更好的服务,从而提高商誉,而且制造商的利他倾向总能使双方的效用都得到增加。(3)对方的利他倾向也会影响自身利他倾向对决策的影响。当家居建材零售商具有利他行为时,这一行为对自身的效用没有什么助益,但是当家居建材制造商也具有利他行为时,零售商的利他行为就会对自身的效用产生负面影响。本文将利他行为引入家居建材供应链,探究利他行为对家居建材制造商和零售商二级供应链服务和定价决策的影响,得出家居建材制造商利他行为总能激励零售商提供更好的服务、家居建材制造商的利他倾向总能使双方的效用都得到增加等建设性的结论,以期为提高家居建材供应链竞争力做一定的决策参考。更多还原

【Abstract】 With the pursuit of high-quality life,people pay more attention to the home environment.Compared with the simple pursuit of practicality in the past,the aesthetic,personality and function of products are now placed in the same important position as practicality.In 2018,China Building Decoration Association issued the Integrated Service Procedures for the Supply Chain of Home Building Materials,which provides standard reference for the integrated service of the supply chain of home building materials in the residential market.With the standardization of the market and the improvement of consumer demand,if enterprises related to home building materials want to seek competitive advantages,they need to integrate the supply chain,improve service strategies,reasonable pricing,and improve product quality to form their own advantages.In addition,most of the mathematical models related to economics are based on the assumption of complete "self-interest",ignoring the impact of social preferences on behavior,which leads to the results easily deviating from the actual situation.With the further research of relevant scholars,it is found that in economic society,the actors are limited rational,and the decision-makers have altruistic tendencies.Therefore,this paper studies that the actor pays attention to his own interests while taking into account the interests of others,and makes altruistic decisions under the condition of "selfinterest" in the actual decision-making behavior.In this paper,altruistic behavior theory is introduced into the two-level dynamic supply chain composed of home building materials manufacturers and retailers.Using differential game theory,dynamic equilibrium strategies and their value functions under three altruistic modes are obtained respectively.Taking two enterprises as examples,numerical simulation analysis is conducted using MATLAB,and the following conclusions are drawn:(1)Under the altruistic model of home building materials retailers,that is,in the supply chain of home building materials,only retailers have altruistic behavior,while manufacturers do not have altruistic behavior,retailers’ altruistic behavior does not help to increase their own utility.(2)Altruistic behavior of home building materials manufacturers can be regarded as a market means.In either mode,the manufacturer’s altruistic tendency can always encourage retailers to improve better services,so as to improve goodwill,and the manufacturer’s altruistic tendency can always increase the utility of both sides.(3)The altruistic tendency of the other party will also affect its own altruistic tendency on decision-making.When the home building materials retailer has altruistic behavior,this behavior is not helpful to its own utility,but when the home building materials manufacturer also has altruistic behavior,the retailer’s altruistic behavior will have a negative impact on its own utility.This paper introduces altruistic behavior into the research on the supply chain of home building materials,explores the impact of altruistic behavior on the secondary supply chain services and pricing decisions of home building materials manufacturers and retailers,and comes to constructive conclusions that the altruistic behavior of home building materials manufacturers can always encourage retailers to provide better services,and the altruistic tendency of home building materials manufacturers can always increase the utility of both sides,With a view to improving the competitiveness of home building materials supply chain to do some decision-making reference.更多还原