The Study Of Supply Chain Contract And Coordination Considering The Fairness Preferences

With the development of the times,the modern enterprises competition has gradually evolved into the supply chain competition,how to coordinate the supply chain is very important.Supply chain contract is a very common supply chain coordination mode.It aims to ensure both parties can obtain the best profit,even if the supply chain can't realize the best coordination,it may also exist Pareto optimal solution,so as to eliminate the double marginalization effect.The retailer dominating the supply chain has become an inevitable trend.The large manufacturers promoting supply chain mode is gradually replaced by large retailer pulling supply chain mode.And the existing research is mainly about suppliers-dominated supply chain coordination problem,less about the retailer-dominated supply chain coordination problem.In the research of traditional supply chain contracts,it is assumed that the supply chain members are completely rational,and they only consider their own interests,but not consider the influence of human behavior tendency on economic activities.It is proved that the supply chain members are not completely rational,they will show fair preference and loss aversion and so on.These behaviors have an important influence on its final decision,benefits and supply chain coordination results.This paper mainly discusses about the fair preference's influence of supply chain members on two types of supply chain's coordination results.Firstly,discuss the suppliers-dominated supply chain and retailer-dominated supply chain coordination of the traditional sales rebate contract.Then introduce the fair concerning behavior of retailers and suppliers,and construct a new model of supply chain coordination with fair utility function,and discuss the influence of the fair parameter of the retailer and supplier with fair preference on decision-making and the supply chain coordination results.Finally have a simulation for the four coordination models respectively,use the Matlab optimal algorithm to calculate and verify the conclusions of the paper,analyze different coordinating role of the models and fairness parameter and contract parameters' influence on decision-making and profit distribution.