考虑零售商和消费者行为关切的供应链协调研究

本文研究当消费者存在参照价格和服务水平关切以及零售商存在利润分配的公平关切时供应链的决策问题，为此构建了由一个制造商和零售商组成的Stackelberg博弈模型，并在此基础上设计一个改善供应链系统的协调契约。研究结果表明：集中决策模型下的制造商和零售商的批发价销售价要高于分散决策模型；消费者不可以同时存在高参照价格关切和服务关切；零售商的公平关切感会使供应链定价下降。为此制造商和零售商之间应当信息共享、提高服务水平并采取协调契约等方式使供应链系统达到协调。

Research on Supply Chain Coordination Considering the Behavior Concerns of Retailers and Consumers

This paper studies the decision-making problems of the supply chain when consumers have concerns about reference prices and service levels and retailers have concerns about fairness in profit distribution. For this purpose, a Stackelberg game model consisting of a manufacturer and a retailer is constructed, and on this basis Design a coordination contract to improve the supply chain system. The research results show that the wholesale price of manufacturers and retailers under the centralized decision-making model is higher than that of the decentralized decision-making model; consumers cannot have high reference price concerns and service concerns at the same time; retailers'' sense of fairness will make the supply chain Pricing drops. For this reason, manufacturers and retailers should share information, improve service levels, and adopt coordination contracts to coordinate the supply chain system.