Equilibrium Strategy Of A Dual-channel Considering The Perception Of Channel Fairness

With the development of e-commerce,information technology,more and more enterprises begin to use B2 C e-commerce platform to trade products,thus prompting the double channel of the supply chain to produce in the dual channel supply chain,retail channels(UN)fairness perceptions and profit distribution ratio will have important influence on the members of the supply chain network decision-making in order to study the effect of channel fair of supply chain network members decision,this paper established a dual channel supply chain model;Then,set up a dual channel supply chain network equilibrium model on the second floor in this model,supply chain network is made up of upper for individual manufacturers the lower for multiple retailers and demand of market using Stackelberg game theory between the lower level of supply chain,and analyzed by numerical results retail channels(UN)fairness perceptions and profit distribution ratio on supply chain network members balanced decision-making in this paper,we study the influence of the innovation points and main contents are as follows:(1)Building is composed of a single manufacturer and retailer of dual channel supply chain,in this model,consider the behavioral characteristics of decision makers,discusses the dual channel supply chain retailers channels fairness concerns behavior,the establishment of a fair considering channel equilibrium model of supply chain retailers was studied considering channel fair influence on dual channel supply chain equilibrium strategies.(2)Research by a single manufacturer,multiple retailers and demand market of dual channel supply chain network,on the second floor of the retailer’s profit distribution channels(UN)fairness perceptions by retailers than multiples and fair utility to set up retailer channel profit unfair situation of supply chain network equilibrium model,the double channel 2 balanced decision-making of supply chain network members,analyzes the profit distribution ratio and fair utility ratio of double channel 2 balanced decisions affect supply chain network members...