Research On Principal-agent Model Of Supply Chain Based On Fairness Perspectives With Effort Spill-over Effect Provided By Retailers

With the rapid development of information technology and the dramatically changing market environment, the competition between enterprises gradually evolved into dynamic supply chain competition. In the dynamic supply chain, the relationship among members is actually principal-agent relationship. In this principal-agent relationship, the agent is always trying to make a variety of efforts in order to complete the task of the client and obtain more profit. In the content of e-commerce and mobile Internet environment, the efforts of agents have spill-over effects. Along with the development of behavior research, people realize that decision makers are not completely rational, they not only pay attention to their own benefits but also concentrate on other behaviors. Considering the spill-over effect of the agent's efforts, supply chain members how to make decisions in the case of they are limited rational?In the aspect of the spill-over effect, this paper takes the sales efforts of the retailers as the main representative and in the aspect of the limited rationality of the decision makers, this paper studies the principal-agent mechanism and decision-making strategy in supply chain from the fairness perspectives. This paper is divided into two parts: one is theoretical part, the other is practical part, In the case of theoretical part, we establish the principal-agent model of supply chain under different fairness preference and a multi task principal-agent model of the supply chain considering the input-output fairness according to the number of agents; In the case of practical part, we establish the model of the supply chain based on the theory of Nash reference point with spill-over effect.According to the different contents of different sections, the principal-agent model of supply chain is established, and the main parameters of the model are analyzed, such as: effort level, the optimal pricing, and the optimal order quantity in the symmetry information(or centralized decision)and asymmetric information(or decentralized decision) condition. The relationship between the principal-agent model and the interests of the parties in the supply chain is obtained by the change of the fairness preference coefficient and effort spill-over effect through numerical analysis and MATLAB simulation.