南京工业大学学报（社会科学版）2016，Vol.15Issue(3)：111-117,7.
双渠道供应链中利他行为对价格策略的影响研究∗
Effect of Altruism on Pricing Strategy in Dual-channel Supply Chain
摘要
Abstract
With the development of behavioral operational management, human behaviors such as altruism, fair-ness and trust have received considerable attention in research. This paper studies the effect of altruism on retail-er′s and manufacturer′s pricing strategy in two classic dual-channel supply chains by presenting Stackelberg game models. The analysis shows that the player′s altruism preference significantly affects their pricing strategies. The more altruistic one player is, the more profits the other player obtains. Moreover, the effect of manufacturer′s altruistic preference is larger than that of the retailer′s. In addition, the online price is always lower than offline price in dual-channel supply chain, which still holds true in altruism scenario. The results also reveal that the product web-fit has great effect on the player′s optimal pricing strategies. The more compatible with online market the product is, the lower its retail price will be and thus the manufacturer benefits more whereas the retailer ben-efits less.关键词
双渠道供应链/利他行为/价格策略/网络拟合度Key words
dual-channel supply chain/altruism/pricing strategy/product web-fit分类
管理科学引用本文复制引用
石岿然,朱琳,陆冰..双渠道供应链中利他行为对价格策略的影响研究∗[J].南京工业大学学报（社会科学版）,2016,15(3):111-117,7.基金项目
国家自然科学基金项目(71071075,71173103) （71071075,71173103）
国家社会科学基金重大项目(12&ZD204) （12&ZD204）
