两种公平偏好模型下的供应链定价决策与利润分析

Analysis of Pricing-Decisions and Profits of Supply Chain under Two Kinds of Fairness Preference Model

将公平偏好理论引入一对一两级供应链运作之中,以零售商和制造商均为公平中性时的决策结果为参照,分别基于FS模型和BO模型研究零售商公平偏好对供应链定价决策和利润的影响.结果表明:两种模型下零售商的定价决策保持不变;但BO模型与FS模型零售商存在有利不公平厌恶偏好下,制造商的最优批发价格均大于零售商公平中性时的情形,导致零售商的最优利润小于其公平中性时的情形;FS模型零售商存在不利不公平厌恶偏好时,制造商采取批发让价行为,零售商获得比其公平中性时更多的供应链利润.

The fairness theory is incorporated in a two-level supply chain and game results while the retailer and the manufacturer are fairness neutral as a reference. This paper stud- ies how the fairness preference will influence the pricing-decisions and profits of supply chain based on FS model and BO model respectively. The results show that the retailer＇s pricingdecisions remain the same compared with fairness neutral situation under two models. The manufacturers optimal wholesale prices are greater than fairness neutral situation tlnder BO model and the situation of advantage inequity aversion under FS model, which lead to the retailer＇s optimal profit is less than its fairness neutral situation. At the situation of disad- vantage inequity aversion under FS model, the manufacturer will make a reduction and the retailer gets more profit of supply chain.