不公平厌恶影响下的零售商销售努力自组织演化

摘要

This paper builds an experimental model that the manufacturer motivates sales efforts of retailers ’ group through sales rebate and penalty contract .Retailers are inequity aversion .We research the impact of ineq-uity aversion preference on the incentive effects .The results show that: retailers’ inequity aversion will have a negative impact on the incentive effects; the higher sales target the manufacturer sets , the greater the negative impact;once the retailer ’ s sales are less than target volume and the retailer is punished , this will lead to path dependence:the retailer makes less sales effort so to reduce the manufacturer ’s profits.The manufacturer should pay more attention to retailers ’ inequity aversion in encouraging process .%构建了制造商通过销售回馈与惩罚契约来对具有不公平厌恶心理偏好的零售商群体的销售努力进行激励的计算实验模型，研究了零售商的不公平厌恶心理偏好对激励效果产生的影响。实验结果表明：零售商的不公平厌恶心理会对激励效果产生负面的影响；制造商设定的销售目标越高，不公平厌恶心理的负面影响就越大；当某零售商的销售量一旦低于目标销售量而遭受惩罚时，其会导致该零售商加剧不公平感知从而降低销售努力水平的路径依赖，导致制造商利润下降的主要原因是被惩罚零售商群体为其所带来的渠道利润降低；制造商在激励过程中应该更加重视被惩罚者的不公平厌恶心理。