Research on Marketing Channel Multi-principal - Agent Based on Reciprocal Fairness Preference Theory

摘要

The manufacturers and retailers in marketing channels are often asymmetric information. In this paper, Channel consists of two components-manufacturers and a retailer with the market "zero distance" retailers have more than the manufacturer's information. Based on this, the first multi-principal - agent model had structured based on marketing channels practice, the results show that: retailers' marketing efforts for a product is correlation related to the incentives coefficient given by manufacturers, and negative related to the incentives coefficient given by the other manufacturers, and correlation related to profit per unit of the product, and negative related to profit per unit of other product. Further, fair preference theory will embedded in channel research of incentive, the results show that: under certain conditions, after the introduction of fairness preference, incentive coefficient is not less than non-fairness preference, is of great importance to the greater equity preference and the greater degree of their motivation. When the manufacturer also has a fair preference, the retailer's optimal utility the same, but not less than the manufacturer's utility when the utility of non-fairness preference, the utility of the manufacturer with a fair preference bias coefficient increases. Finally, future research also raised in the paper.