展厅效应下考虑公平偏好的O2O供应链定价与协调策略研究

Research on Pricing and Coordination Strategies in O2O Supply Chain Considering Fairness Preference under the Showroom Eff ect

为研究公平偏好和展厅效应影响O2O供应链定价决策的机理及供应链系统的协调问题,本文构建传统零售商提供线下体验服务而线上直销制造商具有公平偏好的序贯博弈模型。研究表明:在制造商主导的O2O供应链中,展厅效应和公平偏好都会降低线下服务水平,损害制造商和实体店利润;展厅效应和制造商公平偏好加剧了供应链系统决策效率损失;设计考虑线下服务成本分担和制造商收益共享的混合型契约在一定条件下能实现受公平偏好和展厅效应共同影响的O2O供应链协调。

To explore the mechanisms of the impact of fairness preference and showroom effect on O2O supply chain pricing decisions and the coordination issues of the supply chain system,this paper constructs a sequential game model where traditional retailers provide offline experiential services and online direct-selling manufacturers exhibit fairness preferences.The research indicates that in a manufacturer-dominated O2O supply chain,both the showroom eff ect and fairness preference reduce the level of offline services,thereby impairing the profits of manufacturers and physical stores.The showroom eff ect and the manufacturer’s fairness preference exacerbate the efficiency loss in supply chain decision-making.A hybrid contract,considering the allocation of offline service costs and sharing of manufacturer’s revenue,can achieve coordination in an O2O supply chain aff ected by both fairness preference and showroom eff ect under certain conditions.