基于公平偏好的营销渠道合作机制研究

Marketing channel coordination mechanism based on fairness preferences

研究了由1个制造商和1个零售商组成的渠道合作定价问题,将行为经济学的公平偏好理论植入到渠道合作研究中,根据公平偏好系数不同的范围,将渠道分为4种类型:狭义的"自利"、竞争性偏好、避免不公平偏好、社会福利偏好.通过构造基于公平偏好理论的零售商效用函数,建立了Stackelberg博弈模型,分别研究了在4种类型下的渠道合作问题.研究表明:不采用合作机制,1)在狭义的"自利"和竞争性偏好两种类型下不能实现渠道合作;2)在避免不公平偏好和社会福利偏好两种类型下,当公平偏好系数满足一定条件时,能够实现渠道合作,并且渠道双方都能获得相等的效用;3)与不考虑公平偏好理论相比,在公平偏好理论下实现渠道合作时,渠道总效率提高了33.33%,这说明引入公平偏好对渠道决策是帕累托改进的.

The pricing mechanism of the channel coordination between manufacturers and retailers is studied in this paper. A fairness preference theory in behavioral economics is embedded in channel research of coordi- nation. The channel, based on different ranges of the fairness preference coefficient, falls into four types, namely, the narrow self-interest type, the competitive preference type, the avoiding unfair preference one and the social welfare preference one. Among them, the narrow self-interest type is a fully rationality; channels co- ordination with fully rationality is a special case of this paper. Retailers＇ utility function is modeled based on the theory of fairness preference. Stackelberg game model of the channel coordination is studied regarding four types. The results show that ： if there is no other coordination mechanism, 1 ） Channel coordination can not be achieved in either type： i.e. , the narrow self-interest type and the competitive preference type. 2） Channel coordination can be achieved in the types of the avoiding unfair preference type and the social welfare prefer- ences type, when a fair preference coefficient and other parameters satisfy certain conditions, and both sides of the channel can derive equal utility. 3 ） Channel coordination can be achieved in fairness preference, with the total utility of the channels up by 33.33 %. This shows that ： the introduction of the fairness preference theory in the channels decision-making is a Pareto improvement. Finally, the implication for further research is dis- cussed.