The Price Strategies Research In Asymmetric Information Supply Chain With Fairness Preference

Traditional supply chain management research assumes that the supply chain decision makers are rational,their goal is to seek to maximize their profits,but some of behavioral economics theory point out that policymakers have some behavior characteristics,such as fairness concerns and risk appetite and so on.many behavioral experiments show that supply chain each node fairness concerns behavior should not be ignored,if ignore fairness concerns,the member of supply chain may not cooperate,so as to damage the interests of their own.Therefore,considering supply chain model with asymmetry information and fairness concern in this paper,so as to discussing what the effect of fairness concerns on the pricing strategy and profit distribution of supply chain.Firstly this paper constructs a supply chain model of linear demand information asymmetry,and introduce fairness concerns behavior into the supply chain model,for the situation of whether supply chain decision makers is farness considered,using manufacturers dominate stackelberg game theory,and retailers dominate stackelberg game theory、nash game theory to analysis,and get the pricing decision in three kinds of power structure situation respectively.Secondly,in consideration of the the supply chain model with nonlinear asymmetric demand information,are also used the manufacturer dominant stackelberg game theory,retailers dominate stackelberg game theory,nash game theory to analysis,and get the optimal pricing decision in several different situations for whether supply chain decision makers is farness considered.Finally through the empirical analysis discussed what the impact of the fairness concerns will on the profit of each member in supply chain and profit distribution,and then give some specific management advice to managers.Studies show that in the case of demand information asymmetry,fairness concerns will have a large influence on pricing decisions and the profit distribution of supply chain,and the specific impact is decided by the size of the coefficient of fairness concerns.manufacturers’ forecast demand,and also determined by the market position of supply chain member.at the same time,we found that the effecting of fairness concerns on the supply chain overall income under the mode of linear function and exponential function mode is very different,the size of the effecting of fairness concerns on the supply chain overall income in the two modes is determined by who is fair concerned party and its market position.