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针对市场需求信息不对称的双渠道供应链,考虑零售商具有公平关切心理,研究零售商的公平关切行为对供应链各成员决策及效用的影响.通过定义制造商判断市场需求规模的阈值,以获取零售商订单中所传递的市场需求规模信息,并得到零售商的最优订货量和制造商的最优直销量.研究发现,阈值随零售商公平关切程度的增加呈现递减趋势,且最终趋于常数.数值实验结果表明,零售商的公平关切行为有利于增加自身的效用,但会损害制造商的利润.
In view of the retailers ’fair psychological concerns, this paper studies the influence of retailers’ fair-cut behaviors on the decision-making and utility of members in the supply chain by defining the threshold of market size for manufacturers Obtaining the market demand size information delivered by the retailer order, and obtaining the optimal order quantity of the retailer and the optimal direct sales volume of the manufacturer.The study finds that the threshold value tends to decrease with the increasing fairness of retailers, and the final trend The results of numerical experiments show that retailers ’fair-interest behavior can help increase their own utility, but can damage manufacturers’ profits.