公平偏好下生鲜农产品质量投入与定价研究

Study on the Quality Investment and Pricing of Fresh Agricultural Products under the Fairness Preference

构建了一个由合作社与核心企业组成的二级生鲜农产品供应链,考虑合作社与核心企业具有公平心理,研究在完全理性与公平心理下的合作社质量投入以及核心企业批发价格定价决策。结果发现:合作社公平偏好行为有助于提升核心企业的定价水平以及自身的质量投入水平,但在核心企业具有公平关切时,合作社公平偏好对其存在抑制作用;同时,核心企业订货量在不同的公平心理下对定价与质量投入也存在不同的影响。在多种公平偏好影响下,供应链盟员对于利润以及公平效用的追逐程度不同将影响盟员利润、效用以及产品的质量水平。

This paper builds up the two-stage supply chain of agricultural products consisting of cooperative and core enter- prise, which considers that they own a fair psychology. And then, it examines the quality investment of cooperatives and the wholesale pricing decision of core enterprise. Result shows that while the fairness preference behavior of cooperative contrib- utes to enhance the pricing level of core enterprise and the quality investment of themselves, fairness preference of coopera- tive put inhibition on the core enterprise which concerns fairness. Meanwhile, the order quantity of core enterprise has vari- ous effects on pricing and quality investment under different fair psychology. Influenced by variety of fairness preference, the degree of supply chain leaguer chasing for profit and fairness utility will affect the profit, the utility, and the product quality of them.