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将公平偏好因素引入供应链定价决策中,以零售商和制造商均为公平中性时的决策结果为参照,基于FS公平偏好效用函数分析了仅零售商具有不利不公平厌恶偏好、仅制造商具有有利不公平厌恶偏好和二者均具有公平偏好三种情形下公平偏好对供应链双方的均衡定价策略及利润的影响.结果表明:在仅零售商具有不利不公平厌恶偏好情形下,制造商降低批发价格,零售商最优零售价格保持不变,供应链整体利润保持不变;另外两种情形下,制造商和零售商均采取降价策略,供应链整体利润大于双方均为公平中性情形;三种情形下,零售商将获得与公平中性情形相比更多的供应链利润.
Based on the fairness-neutral decision-making result of retailers and manufacturers, the fairness-preference factor is introduced into the supply chain pricing decision. Based on the FS fairness preference utility function, only the retailer has adverse unfair aversion preference, The results show that: in the case of retailers only having unfavorable unfair aversion preference, the manufacturer has a positive influence on the equilibrium pricing strategy and profit of the supply chain under the condition of favorable unfair dislike preference and fairness preference of both. Reduce the wholesale price, the retailer’s optimal retail price remains unchanged, the overall profit of the supply chain remains unchanged; the other two cases, manufacturers and retailers have taken price cuts, the overall supply chain profit is greater than both neutral fairness In all three cases, the retailer will have more supply chain profits than the fair neutrality case.