关键词: “主制造商-供应商”, 灰色博弈, 双方叫价拍卖, 有限理性

Abstract: In the initial developing stage of some high-tech products, the main manufacturer is always in a disadvantaged position and passive in pricing negotiation because of the lack of systemic integration capability and market share, and its instable relationship with suppliers. The price negotiation problem between the main manufacturer and the supplier is a game problem based on each acceptable price. The final price has a lot to do with the pricing strategies of the two parties, this process can be simplified as a bilateral auction, which shows the feature of "small sample, poor information" and finite rationality of game players.
In order to solve this problem, the grey coefficient is introduced to show the poor information and finite rationality in the pricing game between the main manufacturer and the supplier, and a "main manufacturer-supplier" bilateral auction grey game model is constructed. To reveal the game relationship in price negotiation, the equilibrium objective function, the equilibrium strategy condition, the optimal grey quotation, the transaction probability and the expected utility of both parties are analyzed. Then the transaction conditions and the scope of the grey game model are discussed. Through the analysis, it is found that the possible trading scope of the grey game model is larger than that in the classic model. It is known that the transaction loss area of the classic model is mainly due to incomplete information, however, in real transaction, the subjects can improve the transaction efficiency by collecting information and adjusting the game strategy to make part of the incomplete "black information" whitening.
Finally, the parameter setting and system simulation are carried out for the game problem under the main manufacturer being at a disadvantage, the optimal grey price and the maximum utility of the main manufacturer are analyzed, and the strategy proposals of the main manufacturer in this game are put forward from the perspective of the early communication strategy, the price negotiation strategy and the long-term cooperation strategy. This study is a new exploration of grey game theory, and provides a scientific strategy support for the price negotiation of the main manufacturers.

Key words: main manufacturer-supplier, grey game theory, bilateral auction, finite rationality