公平关切下考虑企业社会责任的2个零售商竞争研究

The Competition of Two Retailers with Corporate Social Responsibility under Fairness Concerns

为了探明公平关切下零售商履行社会责任对其竞争所产生的影响,构建了2种不同公平关切情形下履行社会责任零售商与不履行社会责任零售商之间的竞争模型,并运用博弈方法对其竞争问题进行探讨,同时比较分析了2种不同公平关切情形,得到如下主要结论:零售商公平关切程度的增加将促使竞争中的2个零售商降低产品销售价格;且对于选择履行社会责任的零售商而言,自身公平关切程度的增加会带来其社会责任水平的上升,其竞争对手公平关切程度的增加则会带来其社会责任水平的下降;从2个零售商的竞争来看,不管是选择履行社会责任的零售商还是选择不履行社会责任的零售商,相比竞争对手公平关切情形,自身公平关切情形对其竞争更有利,而零售商履行社会责任成本的增加则对选择不履行社会责任的零售商竞争更有利.

In order to find out the influence of the social responsibility to the retailer competition under the fairness concerns,competition model of two retailers under two cases of different fairness concerns is constructed,where one of two retailers has social responsibility and the other has no social responsibility.And using the game theory to discuss the competition of two retailers,and at the same time,making the comparative analysis of the two cases,the results show that with the fairness concerns of retailer increasing,the product price of two retailers will drop,and for the retailer with social responsibility,the level of social responsibility will rise when the behavior of fairness concerns for itself increases,the level of social responsibility will drop when the behavior of fairness concerns for competitor increases.From the view of two retailers′competition,whether the retailer with social responsibility or the retailer with no social responsibility,comparing with the case of competitor fairness concerns,the case of fairness concerns for itself is more favorable to competition,while with the social responsibility cost increasing,the competition of the retailer with no social responsibility is more favorable.