系统管理学报2017，Vol.26Issue(3)：562-568,7.
考虑供应链成员公平关切的双渠道供应链合作广告策略
Cooperative Advertising Strategy in a Dual Channel Supply Chain with Members' Fairness Concern
摘要
Abstract
We consider a distribution channel with a single manufacturer and a single retailer,where the manufacturer uses dual-channel strategy and both agents have fairness concern.We assume that the channel members adopt cooperative advertising strategy,and study four cases as follows:neither channel members has fairness concern,both agents are fair-minded,only the manufacturer or the retailer is fairminded.We show that the manufacturer's fairness concerns may increase the profit of him and the entire supply chain,and the channel efficiency rises up as well.At the same time,the retailer's profit decreases,but still more than the profit under non-cooperative scenario.However,the retailer's fairness concern may decrease the profits of the two agents and the entire supply chain,but her profit may increase.Furthermore,when the retailer's fairness concern is higher,she will not choose cooperative advertising strategy with the manufacturer.关键词
双渠道供应链/合作广告/公平关切行为Key words
dual-channel supply chain/cooperative advertising/fairness concern behavior分类
管理科学引用本文复制引用
李波,侯棚文,李庆华..考虑供应链成员公平关切的双渠道供应链合作广告策略[J].系统管理学报,2017,26(3):562-568,7.基金项目
国家自然科学基金资助项目(71472133) （71472133）
天津大学自主创新基金资助项目(0903066143) （0903066143）
