Considering Fairness Preference Of Confirming Storage Financing Strategy Research

Traditional financial logistics theory in economic model for the enterprise is entirely rational "economic man",but human behavior is largely financial impact of logistics optimization degree in all aspects of financial logistics operation.The decision maker's risk preference,fairness preference,reciprocity preference and other psychological behaviors have an important influence on the final decision.Among many psychological factors,the fairness concern,as the most obviors and widely held psychological behavior,is the first factor that has been introduced into the traditional research.Therefore,on the basis of previous studies,this paper introduces fairness preference into the financial supply chain system,and discusses the influence of fairness preference on the main body of the financing decision.Firstly,this paper introduces the background of A company and the problems encountered in the confirming storage financing mode,then analyzes the game between the participants in it and constructed double Stackelberg game model with two stages and one cycle.At the same time,add the reference point dependence model of Fair preference,from two angles of absolute fairness preference and relative fairness preference,using the expected utility function of each participant constructed the game pay-off matrix.Studying the model and balanced strategy when supply chain enterprises and member enterprise considering fairness preference.An example is given to verify that under the fairness preference,it is feasible to carry out financing through a confirmed storage mode.Finally,after making sure the fact that the confirming storage financing mode can be operated effectively under the fairness preference,explores the specific financing decision of the confirming storage under fairness preference of A company.From two aspects of centralized decision-making and decentralized decision-making,through the solution of the model and the numerical analysis,the paper studies how the optimal order quantity,the utility of the participants,and the overall effectiveness of the supply chain are affected by the fairness preference.The studyfound that the optimal order quantity of A company and the system are decreased with increasing fairness,fairness preference of A company is just a means of obtaining the profit of the supply chain,but not conducive to improve the overall effectiveness of supply chain.