Research On Channel Selection Decisions And Coordination For The Distribution Channel Of The Smart Phone Under Fairness

In recent years,with the rapid development of smart phone industry,the number of smart phones is increasing rapidly.The latest report of the global market research firm TrendForce shows that the shipments of global smart phone was 1.293 billion in 2015,with an increase of 10.3%,and in which the total mobile phone brands from China shipped up to 539 million,accounting for more than four percent of the global smart phone shipments.With the smart phone market competition increasing and mobile phone consumers personalized and diversified needs growing,the smart phone distribution channels become diversified.Faced with different distribution channels.handset manufacturers and telecom service operators are faced with the problem of channel selection and channel optimization.At present,the research on the channel selection and coordination under the background of traditional supply chain has obtained rich research results,such as,the traditional two-level supply chain,dual-channel supply chain,closed-loop supply chain and so on.In addition,some scholars learnt from the results of behavioral economics research and expanded research on channel coordination under the background of traditional supply chain.However,on the one hand,the research on the channel selection and channel coordination of the smart distribution channels is still rare;on the other hand,the existing research on the channel selection and coordination of the smart phone distribution channels assumed that the participants in the supply chain were completely rational,only pursuing their own interests.In fact,it is not always the case.And behavioral economics studies have shown that fairness affects human behavior.The fairness has attracted serious concern in the academic community since it was raised.For example,the fairness was introduced into the traditional supply chain management research,especially the traditional supply chain coordination research.And these research results have shown that the fairness has a significant influence on the traditional supply chain management.The Fairness means that participants not only concerned about their own interests,but also concerned about other participants' interests of in the process of benefits distribution.Fairness exists in people's daily life and transactions widely,and it also exists in the smart phone industry.For example,due to unfair terms,China Mobile and Apple's negotiations broke down and it caused losses to the two sides.Therefore,the study of the smart phone distribution channel selection strategy and coordination issues under fairness is a research topic which is worthy of attention and with practical significance.Based on this,this article has carried on the related research.The main work includes the following four aspects:(1)The equilibrium results of smart phone bundled channel under fairness were given.Firstly,the telecom service operator Stackelberg model and the handset manufacturer Stackelberg model of the smart phone bundled channel were constructed for the smart phone channel selection issue with concerning handset manufacturer's fairness.Then the models were deduced.Finally,the equilibrium results of the bundled channel under two kinds of channel power structure were given.(2)The selection strategy of the smart phone distribution channel under fairness was given.Firstly,the free channel model was constructed and the model was deduced and solved.Then,the profits of handset manufacturer and telecom service operator in the bundled channels and the free channels were compared respectively.Finally,the choice strategy of the smart phone distribution channel under fairness was given.(3)The influence of fairness on the selection of the smart phone distribution channel was analyzed.First,the conditions of selecting bundled channel(free channel)with fairness considered and without fairness considered were compared in the smart phone distribution channel.Then,the influence of fairness on the selection of the smart phone distribution channel was analyzed.Further,the management enlightenment was given.(4)The coordination of the smart phone bundled channel was analyzed.First,the centralized and decentralized decision-making models were constructed with the handset manufacturer's fairness not considered.And the coordination of the bundled channel was analyzed with the handset manufacturer's fairness not considered according to the equilibrium results of the models.Then,the equilibrium results of decentralized decision-making with fairness considered were summed up based on the equilibrium results of the bundled channel under fairness.And combined with the equilibrium result of the centralized decision-making,the coordination of the bundled channel was analyzed with the handset manufacturer's fairness considered.Finally,the differences of the coordination of the smart phone bundled channel with fairness considered and without fairness considered were compared.And the influence of fairness on channel coordination was analyzed.Further,the management enlightenment was given.