考虑渠道公平的双渠道供应链均衡策略

Impact of fairness on strategies in dual-channel supply chain

以双渠道供应链为背景,分析了渠道公平对生产商和零售商均衡策略的影响.研究发现,当零售商市场份额较小时,生产商不会关注零售渠道是否取得了渠道公平;当零售商市场份额较大时,为了避免受到零售商设置较高零售价格的惩罚,生产商将关注渠道公平.另外,渠道公平可以有效改善"双向边际"效应.

Fairness plays an important role in developing and maintaining supply chain relationship. Based on a dual-channel supply chain, this paper examines the effect of fairness on the supply chain partners＇ strategies. We find that if the retail channel is dominated by the direct channel, the manufacturer does not care about channel fairness. Otherwise, the manufacturer has to achieve fairness to avoid being punished by a higher retail price. We also find that the double marginalization will be mitigated when the fairness is achieved.