公平关切下考虑服务水平的供应链产品定价决策研究被引量：15

A Research on Product Pricing Decision of Supply Chain Considering Service Level under Fairness Concerns

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摘要由于供应链各成员是非完全理性的,且往往在供应链中存在品牌竞争,本文在参考以往研究的基础上,建立两个竞争性制造商一个零售商的供应链模型,引入渠道服务水平与公平关切理论,讨论服务水平对供应链各成员利润的影响,并研究供应链各成员在不同情形下的最优决策。研究发现,供应链各成员提升渠道服务水平,可以有效提升他们的利润;当两制造商分别具有公平关切性时,两制造商应积极采取措施缓解品牌竞争;当两制造商均具有公平关切性且品牌竞争较为缓和时,两制造商应对两个维度公平关切行为实施相同的策略。 Brand competition often exists in the supply chain, the ultimate purpose of brand competition is to obtain customers. Therefore, studying the relationship between consumer behavior and brand competition is an important content of competition management and supply chain management. Considering that the service level has a certain impact on consumer purchasing decisions, channel service level is introduced into the consumer demand function. In addition, behavioral economics shows that people are concerned about the fairness of benefit distribution. Similarly, members of the supply chain are also concerned about the fairness of benefit distribution, that is, fairness concern. This paper considers the two manufacturers as the leaders of the supply chain to have fairness concerns, discusses four situations of fairness neutrality, each manufacturer has fairness concerns, and two manufacturers have fairness concerns at the same time. In the numerical simulation analysis, the profits of each member of the supply chain of the two products with different degrees of competition in the above four scenarios are studied. The study shows that members of the supply chain can improve their channel services and effectively increase their profits;when the two manufacturers have fairness concerns, the two manufacturers should actively take measures to ease brand competition;when both manufacturers have fairness concerns and the brand competition is moderate, the two manufacturers should implement the same strategy for both dimensions of fairness concerns.

作者刘丁瑞李登峰郑小雪 Liu Dingrui;Li Dengfeng;Zheng Xiaoxue(School of Business,Zhengzhou University;School of Economics and Management,University of Electronic Science and Technology of China;School of Traffic and Civil Engineering,Fujian Agriculture and Forestry University)

机构地区郑州大学商学院电子科技大学经济与管理学院福建农林大学交通与土木工程学院福州大学经济与管理学院

出处《南开管理评论》 CSSCI 北大核心 2020年第1期98-106,199,共10页 Nankai Business Review

基金福建省社会科学规划项目(FJ2016C025) 福建省科技计划项目(福建省自然科学基金)(2019J05049)资助.

关键词竞争性制造商品牌竞争服务水平公平关切 Competitive Manufacturers Brand Competition Service Level Fairness Concerns

分类号 F274 [经济管理—企业管理]