OPTIMIZATION DESIGNING OF ISC WITH MULTIPLE MENTAL ACCOUNTS

摘要

Considering bounded rational fuzziness and uncertainty of customers' requirements, behavioral finance is introduced into the ISC (Integrated Supply Chain) system. With the riddle of Friedman and Savage as a case, this paper builds the pyramid structure of consumers' mental accounts, which interprets many ISC empirical abnormity phenomena. Driven by customer satisfaction, customers' requirements are transferred as the customer satisfaction degree evaluation of each ISC process. The weights of customers' requirements on each ISC process are optimized with the value of fuzzy language. This paper defines the correlation functions among customer satisfactions and the relation function with each ISC process. Finally, the customers' satisfaction degree model is proposed with chance constrained attributes based on behavioral portfolio theory.