考虑横向和纵向公平的双渠道供应链均衡策略 - 诸葛瑞杰.pdfVIP

第29 卷第4 期 系统工 程 学 报 Vol.29 No.4 2014 年8 月 JOURNAL OF SYSTEMS ENGINEERING Aug. 2014 考虑横向和纵向公平的双渠道供应链均衡策略 浦徐进, 诸葛瑞杰, 范旺达 (江南大学商学院, 江苏无锡214122) 摘要: 构建实体店和网店间的Betrand博弈模型以及实体店, 网店和供应商间的Stackelberg博弈模型, 以供应链成员 都为公平中性时的供应链均衡策略为参照, 对比研究实体店的横向公平偏好和纵向公平偏好对供应链均衡策略变 化的影响. 研究结果表明: 实体店的横向公平偏好和纵向公平偏好将导致零售价格、批发价格以及各方的效用发生 不同的变化; 实体店较弱的横向公平偏好能够提高供应链整体效用, 而只有实体店较强的纵向公平偏好才能够提 高供应链整体效用. 关键词: 双渠道供应链; 横向公平; 纵向公平; Betrand模型; Stackelberg模型 中图分类号: F274 文献标识码: A 文章编号:2014 Impact of horizontal fairness and vertical fairness on strategies in dual-channel supply chain Pu Xujin, ZhuGe Ruijie, Fan Wangda (Business School, Jiangnan University, Wuxi 214122, China) Abstract: A Betrand game model between online and physical stores, and a Stackelberg game model among online, physical stores and suppliers are built respectively. Then the fair neutral supply chain equilibrium strategy is taken as a reference with the consideration of the physical store’s fairness preference, and how the horizontal fairness and vertical fairness of physical stores impact the equilibrium strategies of supply chain is studied. Results show that the horizontal and vertical fairness preference of the physical store may change the equilibrium strategies of supply chain and will cause different changes on retail price, wholesale price as well as the utility of the parties. The physical stores with weaker horizontal fairness preferences can improve the overall effectiveness of the supply chain, and only the stores with stronger vertical fairness preferences will improve t