Game Research On Dual Channel Supply Chain Based On Fair Concern

In the context of the two-tier dual-channel supply chain consisting of manufacturers and retailers,the issue of optimal pricing strategies for decision makers is receiving more and more attention.Most of the traditional research is based on the ideal assumption that the decision maker is completely rational or can be guided to rational action.However,a large number of experimental results show that people's choices often do not maximize their economic returns,except that they tend to be the largest.To make their own profits,they also care about the fairness of distribution,which is a fair preference.Based on the research on the impact of fairness concerns on the pricing strategies of members of the dual-channel supply chain,most scholars in the past have analyzed from a single perspective,such as the impact of the manufacturer or retailer on the pricing strategy of both parties with fair concerns.A comprehensive analysis of the impact of supply chain members' fairness concerns on pricing strategies.This paper chooses the manufacturer-led dual-channel supply chain as the research object,and uses the Stackelberg game and optimization theory to establish a model under the assumption of the consumer's "limited rationality",and analyzes the pricing concerns of supply chain decision makers.The impact of the strategy.This paper mainly divides the behavior of fair concern into four situations,that is,manufacturers and retailers do not have fair concerns,only retailers have fair concerns and manufacturers do not have fair concerns,and only manufacturers have fair concerns.Retailers do not have fair concerns and manufacturers and retailers have fair concerns.And the impact of the fairness preference coefficient on its profit and utility is determined,and the optimal pricing strategy for both members of the supply chain is determined.Finally,through argumentation,it is found that the fairness concerns of supply chain participation decision makers will affect the pricing strategies of both parties to a large extent,and the utility of manufacturers and retailers will show different changes with the increase and decrease of the fairness concern coefficient.trend.The research characteristics and innovations of this paper are mainly as follows:(1)Analyze the development status of the dual-channel supply chain,and explore the influencing factors and research results that influence the pricing strategy of the supply chain participating decision makers;(2)establish the benchmark model through the Stackelberg game,and Introduce fairness concerns into the benchmark model and analyze the impact of fairness concerns on manufacturers and retailer pricing strategies.(3)Numerical experiments using Matlab demonstrate the relationship between fairness concerns and pricing strategies and the extent of impact.The research in this paper provides a certain reference value for the decision-making of enterprise managers.