考虑货主价格参照效应的海运运力合同定价策略

研究了考虑货主价格参照效应时的2级海运链的运力合同分配和定价问题.分别建立了考虑与不考虑下游货主价格参照效应时的运力合同分配与定价数学模型,分析了模型的性质,并通过数值仿真比较分析了货主的价格参照效应对货运代理运力采购量与承运商运力定价策略的影响.研究发现:货运代理的最优运力合同采购量受到运力合同价格和下游货主价格参照效应的双重影响,而承运商的最优合同价格会小于不考虑参照效应时的定价,且随着参照效应的增加,承运商的最优合同价格和最大利润都会降低;同时,参照效应存在上限,如果货主价格参照效应大于该值,那么承运商会选择完全的现货市场交易.

Study on marine shipping contract allocation and pricing policy under shipper’s pricing reference effects

The shipping contract allocation and pricing problem is studied with shipper’s reference effects for a two-stage marine supply chain.The contract allocation and pricing optimization model is proposed with and without considering the shipper’s reference effect,and the effects of shipper’s reference behavior on the forwarder’s ordering quantity and the carrier’s pricing policy are studied comparatively by a analysis of the properties of the model and digital simulations.Then we get some valuable conclusions: the optimal contact ordering quantity was affected simultaneously by the price of the contract and shipper’s reference effects,while the carrier’s optimal contract price will be less than that without reference effects,furthermore,with the increasing of the reference effects,the optimal contract price and profit of the carrier will decrease.At the same time,we find that the carrier will choose only spot market as the shipper’s reference effect increase to some extent,and which is the upper-bound of the shipper’s reference effect.