考虑损失厌恶企业的决策者在评估损失或收益时心中存在参照点。将企业分为两种类型:类型一企业,即当订货量大于需求量时才存在参照点的企业;类型二企业,即无论订货量大于或小于需求量均存在参照点的企业。基于前景理论,构建了上述两类企业的效用函数,得到了企业的最优订货决策模型,并对比分析了两类企业的订货量与损失厌恶系数、零售价格、批发价格和缺货损失之间的逻辑关系。主要结论如下:类型一企业的最优订货量小于类型二企业的最优订货量;随着损失厌恶系数、零售价格和批发价格的增大,类型一企业和类型二企业的最优订货量可能递增,也可能递减;随着缺货损失的增加,类型一企业的最优订货量一定递增,而类型二企业的最优订货量可能递增,也可能递减。 Decision makers who consider loss-averse firms have a reference point in their assessment of loss or gain. There are two types of firms: Type I, a firm that has a reference point when the quantity of the order is greater than the quantity required, and Type II, which is the reference point regardless of whether the quantity ordered is larger or smaller than the quantity demanded. Based on the foreground theory, the utility functions of the above two types of enterprises are constructed and the optimal order decision model of the enterprises is obtained. The comparison between the order quantity and the loss aversion coefficient, retail price, wholesale price and out-of-stock loss of the two types of enterprises The logical relationship. The main conclusions are as follows: The optimal ordering quantity of type-1 firms is less than that of type-2 firms. With the loss aversion coefficient, retail price and wholesale price increasing, the optimal order quantity of type 1 firms and type 2 firms may Increasing, may also decline; with the loss of loss increases, the type of a business order of the order must be increased, while the type of business optimal order volume may increase, may also be decreasing.