【摘要】 在B2B电子市场的不确定环境下,综合考虑了批量订货的稳定性和期权采购的灵活性,设计了基于期权合同协调B2B电子市场与传统市场的鲁棒策略.在最坏需求情景下,研究了卖方作为领导者的主从对策模型,并应用鲁棒优化理论,提出了一种求解买卖双方鲁棒Stackelberg解的算法.最后,结合上海宝钢益昌公司电子商务营销现状,用该算法进行了实证分析,在线性和二次型需求价格函数关系下分别求解了鲁棒定货量、期权合同预定费用和执行费用.更多还原

【Abstract】 In the uncertain environment of B2B e-market,the stability of batch order and flexibility of option purchase are jointly considered to design the robust strategy for the coordination of e-market and traditional market on option contract basis.Under the worst demand scenarios of B2B e-market,the strategies of stackelberg game in which the seller is the leader and the buyer is the follower are studied.Based on the theory of robust optimization,an algorithm available to the robust stackelberg solution to both buyer’s quantity of order and seller’s reservation price and execution price on B2B e-market is put forward.Taking the e-commerce practice of Shanghai Baosteel Yichang Corporation as an example for verification,the robust quantity of order,option contract price and operation cost are worked out through simulating calculation in accordance to the linear and quadratic demand price function.更多还原