Study On Cross-border Supply Chains Decision-making Considering Fairness Concerns Under Different Power Structures

This paper considers the fairness concern behavior of overseas warehouse service providers,constructs a cross-border supply chain model composed of e-commerce retail exporters and overseas warehouse service providers,and discusses the operation of cross-border supply chains under different power structures.The main research contents are as follows: First,through the optimal solution method,the optimal decision results under three different power structures are obtained.Secondly,through the method of numerical example analysis,it compares the influence of the fairness concern behavior of overseas warehouse service providers under different powers on the decision-making results and utility of cross-border supply chain members.Finally,when overseas warehouse service providers are dominant,e-commerce retail exporters are dominant,and the powers of both parties are equal,the impact of changes in product price sensitivity and logistics service level sensitivity on the decision-making results and utility of cross-border supply chain members.The main research conclusions are as follows:(1)With the fairness concern of overseas warehouse providers increases,the profit of unit commodity declines,and the price of unit overseas warehouse service rises.The situation that is most affected is dominated by e-commerce retailers;The degree of fairness concern increases only when e-commerce retailers dominate,logistics service level increases,and the other two situations decrease;When e-commerce retailers are dominant,the market demand for products increases,while the other two cases decrease.(2)When overseas warehouse service providers are dominant,the increase of the product price sensitivity coefficient will bring about a decline in unit commodity profits,a decrease in market demand,a drop in unit overseas warehouse service prices,and a decline in the level of overseas warehouse logistics services.The lower the level of fairness concern is,the greater impact of the change in product price sensitivity on the four;The increase of the sensitivity coefficient of the logistics service level will bring about an increase in unit commodity profit,an increase in market demand,an increase in the unit overseas warehouse service prices,and an improvement in the level of overseas warehouse logistics services.The lower the level of fairness concern is,the greater the impact of the change in the logistics service level sensitivity coefficient on the four.(3)When e-commerce retail exporters dominate,the increase of the product price sensitivity coefficient will bring about a decline in unit commodity profit,a decrease in market demand,a drop in unit overseas warehouse service prices,and a decline in the level of overseas warehouse logistics services.The lower the level of fairness concern is,the greater impact of the change in the product price sensitivity coefficient on commodity profits,and the less impact on the other three;The increase of the sensitivity coefficient of the logistics service level will bring about an increase in unit commodity profit,an increase in market demand,an increase in unit overseas warehouse service prices,and an improvement in the level of overseas warehouse logistics services.The lower the level of fairness concern is,the greater the impact of the change in the logistics service level sensitivity coefficient on commodity profits,and the less the impact on the other three.(4)When the powers of the two parties are equal,the increase of the product price sensitivity coefficient will bring about a decrease in unit commodity profit,a decrease in the market demand,a decrease in unit overseas warehouse service prices,and a decline in the level of overseas warehouse logistics services.The lower the level of fairness concern is,the less impact of the change in the product price sensitivity coefficient on the profit and market demand of unit commodities,and the greater the impact on the level of logistics services,but the impact on the price of overseas warehouse services is basically the same;The increase of the sensitivity coefficient of the logistics service level will bring about an increase in in unit commodity profit,an increase in the market demand of the product,an increase in unit overseas warehouse service prices,and an improvement in the level of overseas warehouse logistics service.The lower the level of fairness concern is,the greater the impact of the change in the sensitivity coefficient of logistics service level on the four.The article puts forward relevant suggestions from three aspects: reducing the impact of fairness concerns,reducing consumer price sensitivity,and improving logistics service levels,aiming to provide decision-making guidance and channel structure selection for overseas warehouse service providers and e-commerce exporters..