运筹与管理Issue(3)：219-225,7.
不公平厌恶影响下的零售商销售努力自组织演化
The Self-organization Evolution of Multi-retailers’ Sales Efforts with Inequity Aversion Influenced
摘要
Abstract
This paper builds an experimental model that the manufacturer motivates sales efforts of retailers ’ group through sales rebate and penalty contract .Retailers are inequity aversion .We research the impact of ineq-uity aversion preference on the incentive effects .The results show that: retailers’ inequity aversion will have a negative impact on the incentive effects; the higher sales target the manufacturer sets , the greater the negative impact;once the retailer ’ s sales are less than target volume and the retailer is punished , this will lead to path dependence:the retailer makes less sales effort so to reduce the manufacturer ’s profits.The manufacturer should pay more attention to retailers ’ inequity aversion in encouraging process .关键词
管理科学与工程/不公平厌恶/计算实验/销售努力激励/销售回馈与惩罚契约Key words
management science and engineering/inequity aversion/computational experiment/motivating sales effort/sales rebate and penalty contract分类
管理科学引用本文复制引用
孟庆峰,李真,陈敬贤..不公平厌恶影响下的零售商销售努力自组织演化[J].运筹与管理,2014,(3):219-225,7.基金项目
国家自然科学基金项目（71171099，71301062，71373103）；中国博士后科学基金资助项目（2012M521024）；江苏省博士后科研资助计划（1202115C，1301145C）；江苏大学高级人才科研启动基金（12JDG135）；江苏科技大学高级人才科研启动基金 （）
