考虑公平零售商双渠道供应链的定价决策研究
首发时间:2014-12-29
摘要:以零售商双渠道供应链为研究对象,研究公平偏好行为如何影响零售商双渠道供应链的定价决策。本文从三个视角,即仅零售商具有公平偏好、仅供应商具有公平偏好和双方都具有公平偏好,分析了零售商的最优电子商务渠道价格、最优传统零售渠道价格以及供应商的最优批发价。然后探讨了决策者的公平偏好行为对各决策变量的影响。然后通过数值仿真分析了决策者公平偏好行为对决策者利润和效用的影响。
关键词: 公平 零售商双渠道 Stackelberg博弈 定价
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Pricing Decision of A Retailer Dual Supply Chain under Fairness
Abstract:Study with dual-channel-retail supply chain and fairness, and discuss how the fairness behavior will affect pricing decisions of dual-channel-retail supply chain. This paper considers three aspects of fairness - only retailers with fairness, only supplier with fairness, both with fairness. And this paper will analyze the optimal e-tail price, the optimal retail price and the optimal wholesale. Discussing how the fairness affects each decision variable, this paper will analyze the influence of fairness to the utilities and profits by numerical simulation.
Keywords: Fairness Dual-channel-retail supply chain Stackelberg Pricing
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