考虑消费者环境意识与零售商双公平关切的供应链定价策略

Pricing Strategy of Supply Chain Considering Consumers Environmental Awareness and Retailers Dual-Fairness Concerns

为探究消费者环境意识与零售商双公平关切行为对供应链定价策略的影响,针对由一个制造商与两个零售商构成的供应链,分别在零售商公平中性和双公平关切下构建了供应链的定价模型,并对两种情形下的最优结果进行了比较。研究表明:随着消费者环境意识的增强,无论零售商是否具备公平关切,供应链各企业所获利润均会增加;零售商利润与自身纵向公平关切强度正相关,与横向公平关切强度负相关;制造商利润与零售商纵向公平关切强度负相关,与横向公平关切强度正相关。

To explore the impact of consumers environmental awareness and retailers dual fairness concerns on supply chain pricing strategies for a supply chain consisting of one manufacturer and two retailers,the pricing model for supply chain were constructed,and the best results were compared under the situations that considered the dual-fairness concerns and without considered the fairness concerns of retailers.The research shows that with the increase of consumers environmental awareness,regardless of whether retailers have fair concerns,the profits of various enterprises in the supply chain will increase;retailer profits are positively related to the intensity of their vertical fairness concerns.The horizontal fairness concern intensity is negatively correlated;the manufacturer s profit is negatively correlated with the retailer s vertical fairness concern intensity,and the horizontal fairness concern intensity is positively correlated.