Under The Fairness Preferences Of Food Supply Chain Quality Management Research

Food, the first necessity of the people, is the most basic conditions for survival. The quality and safety of food is a major benchmark of the economic development and people’s living condition of a country. As the food industry moves into the operating model of supply chain, the quality control of supply chain becomes an effective measure to guarantee the quality and safely of food.Food supply chain quality management is a kind of integrated management that focuses on the cooperation between the enterprises. The quality of products and servers require all the members of the food supply chain to guarantee. Food supply chain quality management that involves several independent legal entities that are rational and of decision-making ability will leads to division of ownership. For this reason, there will be conflicts of partial interests when the member enterprises of food supply chain pursuing the same goal of quality. As the core enterprise, manufacturer must establish an effective incentive mechanism to accommodate relationships with the supplier and heighten the supplier’s enthusiasm. As a result, the food supplier will keep its promises when fulfill the contract and provide high quality raw materials to improve the operating efficiency of the whole supply chain and guarantee quality of the products.Over the years, the methods and models of food supply chain quality management are based on the assumption of economic man. Based on this assumption, all the participants in economic activities just chase their own profit to maximum and pay no attention to the fairness of the distribution of profit. In recent years, the assumption of economic man was challenged greatly. Many famous economists and abundant case studies confirmed that people are of fairness preference. When focusing on his own benefits, the economic agent will concern the interests of others and judge the fairness.Fairness preference influence people’s behavior. The fairness preference theory will be applied in food supply chain quality management in the paper and more practical reference will be offered to the quality control and improvement on food supply chain. Firstly, the modeling method based on fair gains is established in the paper from the analyses of fairness preference theory involved experiments and the application of models. And then the way for the manufacturer to control and incentive the food supplier is found on the basis of this modeling method. Secondly, fair game experiment under supply chain is designed and it is found that the participants will consider the fairness instead of being completely selfish. The experimental data verify the theoretical models and indicate that the food supply chain control and incentive model involved fairness preference theory is closer to the actual decision-making conditions. As a result, the food supply chain quality management that takes consideration of the fairness preference has more actual instructive ideas and applied values.