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本文研究了双渠道供应链系统中渠道商存在公平关切行为和努力存在溢出效应下的销售策略。文章首先建立了公平中性时渠道商努力具有溢出效应下的双渠道供应链销售模型,随后将Nash讨价还价的均衡解作为感知公平的来源,引入到该模型中,分别在分散和集中决策下求解出最优定价、最优努力水平和最优订货量,通过解析推导和MATLAB仿真依次得到公平关切和努力溢出效应系数变动对销售策略和供应链成员收益的影响关系,并得出了相应的管理启示和提出待进一步研究的问题。
This paper studies the channeling business in the two-channel supply chain, which has the fair concern and the sales strategy under the spillover effect. Firstly, the paper establishes a two-channel supply chain sales model under the effect of spillover in the effort of fairness and neutrality, and then introduces the equilibrium solution of Nash bargaining as the source of perceived fairness into the model, which is respectively solved under decentralized and centralized decision-making The optimal pricing, the optimal level of effort and the optimal order quantity are obtained, and the relationship between the sales of strategy and the profit of the members of the supply chain is obtained through the analytic derivation and MATLAB simulation, and the corresponding management Inspired and raised the issue for further study.