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研究零售商公平偏好下考虑质量和营销努力的联合决策问题.首先考虑制造商Stackelberg的情形,研究发现,零售价格、批发价格、质量努力水平、营销努力水平以及制造商利润均随零售商嫉妒偏好系数的增大而递减,但是零售商利润关于其嫉妒偏好系数的变化不大;然后,考虑零售商Stackelberg的情形,研究发现,批发价格、质量努力水平、营销努力水平以及制造商利润均随零售商的同情偏好系数的增大而递增,零售商利润则随其同情偏好系数的增大而递减;最后进行算例分析,并给出一些管理学的意义.
To study the joint decision-making problem of quality and marketing efforts for retailers with fairness preferences, first consider the case of manufacturer Stackelberg and find that retail price, wholesale price, quality effort, level of marketing effort, and manufacturer profit are both jealous of the retailer’s preference However, the retailer’s profit did not change much with respect to its envy preference coefficient. Then, considering the case of retailer Stackelberg, the study found that the wholesale price, the quality effort, the marketing effort, and the manufacturer’s profit are both related to retail sales The coefficient of sympathy increased, but the profit of retailer decreased with the increase of the preference coefficient of sympathy. Finally, a case study was conducted and some management theories were given.