Equilibrium Strategies of Asymmetric Dual-channel Supply Chain Based on Different Fairness Preference Models
[11]舒斯亮,柳键.公平关切下电子商务效率对不同权力结
构双渠道博弈影响[J].软科学,2017,31(11):139-144. [12]林庆,何勇.双渠道供应商的差异化定价对渠道的影响
[J].系统管理学报,2017,26(4):679-684.
[13]FEHR E,SCHMIDT K M.A theory of fairness,competi⁃ tion,and cooperation[J].The quarterly journal of economics, 1999,114(3):817-868.
[14]BOLTON G E,OCKENFELS A.ERC:a theory of equity, reciprocity,and competition[J].The American economic re⁃ view,2000,90(1):166-193. [15]陈戈,但斌,覃燕红.不同公平偏好模型下基于批发价格
契约的供应链协调[J].预测,2017,36(3):62-68. [16]赵连霞,程明宝.基于制造商销售渠道选择的供应链定
[J].系统工程理论与实践,2016,36(9):2价策略研究
310-2 319. [17]李凯,李伟,崔哲.什么因素抑制了本土小型零售商自主
? [J].
创新 ——基于纵向市场势力的分析 经济评论,
2016,199(3):122-134、160. [18]刘汉进,范小军,陈宏民.零售商价格领导权结构下的双渠道定价策略研究[J].中国管理科学,2015,23(6):9198. [19]浦徐进,金德龙.多重参照点、公平偏好和三级供应链协
调机制设计[J].运筹与管理,2017,26(6):89-94. [20]ORDONEZ L D,CONNOLLY T,COUGHLAN R.Multiple reference points in satisfaction and fairness assessment[J]. Journal of behavioral decision making,2000,13(3):329344. [21]陈章跃,王勇,陈晓旭.制造商双向公平关切下闭环供应
链的竞争分析[J].管理学报,2016,13(5):772-780. [22]毕功兵,何仕华,罗艳,等.公平偏好下销售回扣契约供应链协调[J].系统工程理论与实践,2013,33(10):2 5052 512.
责任编辑:陈诗静
(Liaoning Technical University,Liaoning,Huludao125105,China)
Abstract:The authors consider a dual-channel supply chain model comprised of one manufacturer,one online retailer,and one large traditional retailer with price leadership. Under the differential pricing of manufacturer,the authors carry out studies on the impact of large traditional retailer’s fairness preference with different reference point on the equilibrium strategies of supply chain. According to the characteristics of the fairness reference point,the authors select the FS model and BO model to depict the fairness preference of large traditional respectively,and construct different fairness preference game model. The model analysis shows that the large traditional retailer's fairness about other members' absolute profit or the supply chain’s average profit will not change the wholesale price of network channel,but will cause different changes on the traditional channel’s wholesale price and retail price,the network channel’s retail price as well as the profit of the parties. In the FS model,the vertical distribution fairness and the horizontal peer-induced fairness of large traditional retailer exists interaction effects,and both of them have the opposite impact on the bargaining power of large traditional retailer with manufacturer and the degree of the retail market competition. In the BO model,the fairness preference of large traditional retailer has two different effects on the bargaining power of him with manufacturer and the degree of the retail market competition. Regardless of the fairness reference point that large traditional retailer chooses,his fairness preference is not an effective means for him to obtain the gains of the channel. There is not always best fairness reference point for manufacturer and online retailer. To better develop dual- channel sales,manufacturers should effectively understand large traditional retailers’fairness preference based on historical transaction data and the communication and feedbacks of related employers.
Key words:large traditional retailer;dual-channel supply chain;fairness preference;reference point