Research On Retailer's Fairness Concerning Behavior On Coordination Performance Of The Supply Chain Contract Model

The traditional economics based on the theory of new classical economics considers that the individual who participates in the decision-making to pursue the interest maximization is completely self serving and absolutely rational. However, a large number of experimental economics studies show that individual or group usually has behaviors such as avoiding the loss, fairness concerns and aversion to risk, which means human been is not entirely rational. So it is necessary to consider the impact of fairness concerns on supply chain. At the same time, the development of logistics industry is becoming more and more perfect, supply chain integration service providers ask the members of supply chain to meet the specific quality level. With the quality factor control level of supply chain, this paper structures a retailer fairness concerns supply chain contract model based on linear demand and quality factor, which has application and research value.This article assumes that the market demand and the quality factor costs are linear correlations. Considering retailer fairness concerns, four different supply chain contract models are constructed. This investigation is aimed at the decision strategies and expected benefits of the contract model at the time when quality cost optimization and supply chain equilibrium of the constructed models, which provides theoretical basis for the members of supply chain to make a more scientific and reasonable decision.The research contents are as follows. The relevant research theories of operation management, fairness concerns and quality control and the supply chain contract models are introduced; At the same time, this paper quotes Nash equilibrium and Stackelberg game theory; a retailer fairness concerns supply chain model based on linear demand and quality factor is constructed on the basis of relevant theory and technology; Combined with four kinds of contracts, the retailer fairness concerns supply chain contract models are constructed. It is aimed to research the decision strategies and expected benefits of the contract model at the time when quality cost optimization and supply chain equilibrium of the constructed models; Numerical experiments and analysis of the model based on simulation data aim to provide theoretical reference for the management and decision-makers of the supply chain which indicates the project has some practical application value and academic value.