零售商多元理性下的农产品供应链社会责任决策研究

Corporate Social Responsibility Decision and Cost Sharing in Agricultural Product Supply Chain Under the Retailers′Multiple Rationality

研究零售商多元理性对农产品供应链最优定价策略和企业社会责任投入与分担决策的影响。针对由农产品供应商和零售商组成的农产品供应链,在零售商多元理性情境下,分别探讨供应商与零售商主导时农产品供应链的最优决策问题。研究表明:1)零售商经济理性情境下,农产品供应商多承担社会责任,有助于农产品供应链整体和各成员利润的提高,当零售商作为主导时,零售商成本分担较多但是固定,供应商的社会责任投入更多。当供应商作为主导时,零售商会提高成本分担比例,供应商多承担社会责任的收益更明显。2)零售商生存理性情境下,农产品零售商对消费者剩余关注程度的增大会带来农产品零售商最优成本分担比例增加,激励供应商多承担社会责任,对供应商总是有利的,零售商会通过让利的方式提升消费者满意度。3)零售商社会理性情境下,虽然零售商提高了成本分担比例,却不能激励供应商多承担社会责任,农产品零售商的公平关切对供应商总是不利的,在供应商主导时对农产品零售商有利,在零售商主导时对农产品零售商自身效用有利,对经济利益不利。

This paper studies the influence of retailers’multiple rationality on the optimal pricing strategy of agricultural product supply chain and corporate social responsibility investment and sharing decision.For the agricultural product supply chain composed of agricultural product suppliers and retailers,under the circumstances of multiple rationality of retailers,the optimal decision-making problems of agricultural product supply chain under the leadership of suppliers and retailers are discussed respectively.The research shows that:1)In the context of retailers’economic rationality,agricultural product suppliers bear more social responsibility,which is conducive to improving the profits of the whole agricultural product supply chain and all members.When retailers are dominant,retailers share more costs but are fixed,and suppliers invest more in social responsibility.When suppliers play a leading role,retailers will increase the proportion of cost sharing,and the benefits of more suppliers bearing social responsibility will be more obvious.2)In the context of the existence of retailers,the increase of agricultural product retailers’attention to consumer surplus will lead to an increase in the optimal cost sharing ratio of agricultural product retailers and encourage suppliers to take more social responsibility.It is always beneficial to suppliers.Retailers will improve consumer satisfaction by giving way to profits.3)In the context of retailers’social rationality,although retailers have increased the proportion of cost sharing,they cannot encourage suppliers to take more social responsibility.The fairness concerns of agricultural product retailers are always unfavorable to suppliers,which is beneficial to agricultural product retailers when they are dominated by suppliers,beneficial to their own utility when they are dominated by retailers,and unfavorable to economic interests.