参考质量效应下公平、利他偏好对供应链质量和营销策略的影响

消费者购物后体验到的产品实际质量和购物前预期的产品参考质量的差异往往会影响品牌的商誉和产品的市场需求.本文在消费者的参考质量效应背景下,研究了成员公平和利他行为对供应链产品质量和营销策略的影响.利用微分博弈理论,获得了无公平利他偏好、具公平偏好以及具他偏好三种行为模式下的成员策略以及绩效.研究发现:消费者过度地依赖品牌商誉评判参考质量会挫伤零售商营销的积极性,但在某些情况下可以激励制造商提高产品质量水平,而参考质量效应的影响取决于决策模式.成员的公平偏好行为虽然会提升成员的公平效用,但会加重参考质量效应的不利影响,对供应链绩效产生损害,加重供应链的双重边际效应,是一种负向的社会偏好.成员的利他行为不仅能减缓参考质量效应的不利影响,还能激发成员决策的积极性,对分散决策模式下的绩效进行帕累托改进,还能获得额外的社会福利,是一种正向的社会偏好.此外,制造商和零售商均持完全利他态度时,供应链能够实现完美协调.

Impact of member's fairness and altruistic preference on strategies of supply chain under reference quality effect

The difference between the actual product quality experienced by consumers after shopping and the expected product reference quality before shopping often affects brand reputation and product market demand. Under the background of the reference quality effect of consumers, this paper studies the impacts of members' fair and altruistic behavior on the quality of supply chain members and marketing strategies. By using the differential game theory, the membership strategies and performance under three behavior modes, namely, unfair altruistic preference, fair preference and other preference, are obtained. The study found that consumers' excessive dependence on brand goodwill to judge reference quality would dampen the enthusiasm of retailers' marketing, but in some cases can encourage manufacturers to improve product quality, and the impact of reference quality effects depends on the decision-making model. Although members' fair preference behavior will enhance the fair use of members, it will increase the negative impact of reference quality effect, damage the supply chain performance, and aggravate the double marginal effect of supply chain. It is a negative social preference. Members' altruistic behavior can not only slow down the adverse effects of reference quality effects, but also stimulate the enthusiasm of members' decision-making, Pareto improvement of performance under decentralized decision-making mode, and gain additional social benefits. It is a positive social preference. In addition, the supply chain is perfectly coordinated when both manufacturers and retailers are fully altruistic.