具有公平偏好参与者的双渠道供应链定价策略研究

摘要

近几年来，网络直销和传统零售两种模式愈演愈烈。其实，在供应链为背景下，供应链上每个成员的公平偏好因素是不可忽视的。通过建立公平偏好效用涵数及数值仿真模型，分析供应链成员定价策略，其结果表明，最优直销价格不受公平偏好因素的影响，最优批发价格、最优零售价格、供应链成员的效用和系统的总效用受公平偏好因素的影响，受影响的程度由公平偏好度的大小决定。但实际上在供应链的运作过程中参与者的公平偏好信息一般是不会共享的。%In recent years, the operation of a dual-channel pattern of online direct sales and traditional retail has been a research focus. In fact, the fairness preference of every participant is significant in a supply chain. Utility functions of fairness preference and a numerical simulation model are set up to analyze the pricing strategies of participants in the supply chain. It is found that the optimal direct selling price is not affected by the fairness preference;the optimal whole selling price, optimal retailing price, effectiveness of the supply chain participants and the total utility of the system are influenced by the fairness preference with various impact degrees determined by different fairness preference degrees. However, participants in the supply chain do not share the information of their fairness preference in practice.