公平关切下具有广告效应的闭环供应链定价决策模型

研究制造商公平关切下具有广告效应的闭环供应链定价决策问题.分别在制造商与零售商广告下,分析广告效应及制造商的公平关切行为对闭环供应链定价策略的影响.研究表明,广告效应对闭环供应链成员及系统整体都是有利的,制造商的公平关切行为有利于自身利润及效用最大化,不利于零售商及系统整体利润最大化.在制造商广告下,当制造商的公平关切程度相对较弱时,零售商的利润不小于制造商的利润;反之,制造商的利润更大.

Pricing decision models for closed-loop supply chain with advertising effect considering fairness concerns

To study the pricing decision problems for the closed-loop supply chain with advertising effect considering manufacturer''s fairness concerns, the influence of advertising effect and manufacturer''s fairness concerns to the pricing strategies are analyzed under the manufacturer and retailer advertising, respectively. The results show that, whether retailer or manufacturer is responsible for advertising, the advertising effect is always beneficial to the members and the whole systems. The behavior of a manufacturer''s fairness concerns is favorable to the maximization of his own profit and utility, but unfavorable to the retailer and the whole systems. Under the manufacturer advertising, the profit of retailer is not less than the manufacturer when the fairness concerns degree of the manufacturer is relatively weak, however, the profit of the manufacturer will be greater on the contrary.