基于不同公平偏好模型的非对称双渠道供应链均衡策略

Equilibrium Strategies of Asymmetric Dual-channel Supply Chain Based on Different Fairness Preference Models

制造商差异化定价情形下,分别基于FS模型和BO模型研究大型传统零售商具有公平偏好时的双渠道供应链均衡策略发现,不同公平参照点下大型传统零售商的公平偏好并不改变网络渠道批发价格,但会导致传统渠道批发价格、传统渠道零售价格、网络渠道零售价格及各方利润产生不同的变化;FS模型下,大型传统零售商纵向分配公平与横向同行诱导公平存在交互作用,且二者对大型传统零售商和制造商议价能力及零售市场竞争程度作用方向相反;BO模型下,大型传统零售商公平偏好对其与制造商的议价能力和零售市场竞争程度具有双重作用;无论选择哪种公平参照点,公平偏好均非大型传统零售商获取渠道利润的有效手段;对制造商和网络零售商而言,并不存在总是最优的公平参照点。为更好地开展双渠道销售,制造商一定要基于历史交易数据及企业人员沟通和反馈情况等有效判别大型传统零售商公平偏好类型。如果大型传统零售商具有以他人利润为参照点的公平偏好,则需要避免其在纵向上产生不公平感,适当激发其在横向上产生不公平感,并在此基础上借助自身批发价格控制权提高对终端零售市场的掌控能力;如果大型传统零售商具有以供应链平均利润为参照点的公平偏好,则需要根据消费者传统渠道偏好度决定是否控制渠道定价对大型传统零售商产生的不公平感,以获得更多渠道利润。此外,为避免不公平感对自身利润产生不利影响,大型传统零售商可通过与本地其他制造商接洽商谈合作事宜,促使制造商采取更合理的定价策略,消除渠道利润分配不公平现象。

The authors consider a dual-channel supply chain model comprised of one manufacturer,one online retailer,and one large traditional retailer with price leadership.Under the differential pricing of manufacturer,the authors carry out studies on the impact of large traditional retailer’s fairness preference with different reference point on the equilibrium strategies of supply chain.According to the characteristics of the fairness reference point,the authors select the FS model and BO model to depict the fairness preference of large traditional respectively,and construct different fairness preference game model.The model analysis shows that the large traditional retailer's fairness about other members'absolute profit or the supply chain’s average profit will not change the wholesale price of network channel,but will cause different changes on the traditional channel’s wholesale price and retail price,the network channel’s retail price as well as the profit of the parties.In the FS model,the vertical distribution fairness and the horizontal peer-induced fairness of large traditional retailer exists interaction effects,and both of them have the opposite impact on the bargaining power of large traditional retailer with manufacturer and the degree of the retail market competition.In the BO model,the fairness preference of large traditional retailer has two different effects on the bargaining power of him with manufacturer and the degree of the retail market competition.Regardless of the fairness reference point that large traditional retailer chooses,his fairness preference is not an effective means for him to obtain the gains of the channel.There is not always best fairness reference point for manufacturer and online retailer.To better develop dual-channel sales,manufacturers should effectively understand large traditional retailers’fairness preference based on historical transaction data and the communication and feedbacks of related employers.