供应商公平关切对生鲜农产品双渠道供应链协调研究

将公平关切概念引入生鲜农产品双渠道供应链,研究了公平观念对渠道协调的影响.在供应商采取公平关切行为的情况下,通过Stackelberg主从对策,研究了公平偏好系数对供应商的最优批发价格、最优直销价格以及零售商的最优零售价格的影响.探讨了公平偏好系数对新鲜度和传统渠道的市场份额的关系,推理得出了具有公平偏好的双渠道供应链有自动协调的功能.通过算例分析,验证了供应商公平偏好对双渠道供应链协调的有效性.

Study on Dual-channel Supply Chain Coordination of Fresh Agricultural Product with the Fairness Concern Supplier

The effects of the fairness concerns were studied on dual-channel supply chain coordination of the fresh agricultural products. When the supplier with the fairness condition was considered, it was obtained that fairness preference coefficient had effect on the supplier optimal wholesale price, optimal selling price and the retailer optimal retail price through the Stackelberg game. The relationship among fairness preference coefficient, the freshness and the market share in the traditional channels was discussed. The results showed that the dual-channel supply chain with fairness preferences had automatic coordination function. A numerical example was used to verify the results and effectiveness of dual-channel coordination.