考虑零售商公平偏好的代销直供供应链决策研究

Decision Analysis for Drop-shipping Supply Chain with Fairness Preference

研究了上游制造商和下游零售商之间采用代销直供模式时双方的最优决策问题,结果发现,与不考虑公平偏好的情形相比,零售商公平偏好的存在使制造商批发单价降低。但只有当零售商对收益不公平的厌恶程度较高时,零售商才会相应地增加采购数量;而当厌恶程度较低时,采购数量不变。公平偏好的存在使制造商效用(即利润)减少、零售商效用增加,且随着零售商对收益不公平的厌恶程度增加,制造商和零售商的效用将趋于相等。除此之外,零售商公平偏好的存在降低了代销直供模式给制造商带来的价值,增加了该模式给零售商带来的价值。对整条供应链而言,公平偏好如何影响代销直供的价值;主要取决于零售商对收益不公平的厌恶程度:当厌恶程度较低时,公平偏好会降低代销直供的价值,当厌恶程度较高时,公平偏好会增加其价值。

Focusing on drop-shipping supply chain, this paper investigates the optimal decisions for the upstream manufacturer and the downstream online retailer. It shows that, compared with the perfect rationality case, the existence of the retailer’s fairness preference reduces the wholesale price of the manufacturer;however, only when the inequality aversion degree is high, the retailer increases the order quantity correspondingly. When the inequality aversion degree is low, the order quantity remains unchanged. Moreover, the existence of fairness preference reduces the utility(i.e., profit) of the manufacturer and increases that of the retailer. With the increase of inequality aversion degree, the manufacturer’s and retailer’s utilities tend to be equal. It also shows that the existence of retailer’s fairness preference reduces the value generated by drop-shipping to the manufacturer and increases that to the retailer. However, to the supply chain, the existence of fairness preference either reduces the value of drop-shipping when the inequality aversion degree is low, or increases that when the opposite is the case.