同行关切公平对双渠道供应链决策的影响研究  

The Impact of Peer-regarding Fairness on Dual-channel Supply Chain Decisions

作　　者：吴正祥[1] WU Zheng-xiang

机构地区：[1]辽宁工程技术大学营销管理学院

出　　处：《中央财经大学学报》2019年第7期115-128,共14页Journal of Central University of Finance & Economics

基　　金：国家自然科学基金资助项目“农村市场渠道管理效率研究——基于三方博弈的角度”(项目编号:71172218);高等学校博士学科点专项科研基金联合资助类课题“城市化进程中农民市民消费特征和模式研究——基于心理和行为角度”(项目编号:20122121110005)

摘　　要：公平偏好如何影响双渠道供应链决策?现有文献侧重研究自我关切公平对双渠道供应链决策的影响,尚未探索同行关切公平对双渠道供应链决策的作用机制。鉴于此,笔者依据公平中性情形下双渠道供应链成员的获利情况,将同行关切公平引入双渠道供应链决策框架,构建了网络零售商具有同行关切公平的双渠道供应链定价决策模型。在此基础上,运用 Betrand、 Stackelberg 混合博弈理论对模型进行分析和求解;利用数值算例,对模型中的关键参数进行敏感性分析、对不同情形下的供应链决策进行比较分析。研究结果表明:网络零售商的纵向分配公平与同行关切行为对双渠道供应链最优决策的影响存在差异;网络零售商的纵向分配公平、制造商对待网络零售商同行关切行为的态度对同行关切行为与双渠道供应链最优决策的关系具有调节作用。研究结论丰富了双渠道供应链管理研究方面的文献,有助于企业更深入地认识公平偏好对经济决策的影响作用,可供双渠道供应链高效运作参考。How fairness preference affects the optimal decisions of dual channel supply chain? The existing literatures mainly focus on exploring the influence of self centred fairness concern on dual channel supply chain decisions, but the mechanism of peer regarding fairness on dual channel supply chain decisions that remain unexplored. Therefore, according to the profit of dual channel supply chain members under the fair neutral situation, the peer regarding fairness is introduced into the decision making framework of dual channel supply chain, and the pricing models of dual channel supply chain that the online retailer with peer regarding fairness is constructed. On this basis, the pricing models is analyzed and solved by applying the game theory of Bertrand and Stackelberg;the sensitivity analysis of key parameters in the models is addressed, and the comparative analysis of the optimal decisions in different situations is studied via numerical examples. Results show that the effects of online retailer's vertical distribution fairness and peer regarding behavior on the optimal decisions of dual channel supply chain are different;the vertical distribution fairness of online retailer and the attitude of the manufacturer toward online retailer's peer regarding behavior moderating the effect of peer regarding behavior on the optimal decisions of dual channel supply chain. The research conclusion enriches the literature on dual channel supply chain management, helps enterprises to have a deeper understanding of the role of fairness preference on economic decision making, and provides references for the efficient operation of dual channel supply chain.

关 键 词：双渠道供应链 公平偏好 纵向分配公平 同行关切行为 定价策略 

分 类 号：F274[经济管理—企业管理]