Research On The Influence Of Altruistic Behaviors Upon Service And Pricing Decisions Of Home Building Materials Supply Chain

With the pursuit of high-quality life,people pay more attention to the home environment.Compared with the simple pursuit of practicality in the past,the aesthetic,personality and function of products are now placed in the same important position as practicality.In 2018,China Building Decoration Association issued the Integrated Service Procedures for the Supply Chain of Home Building Materials,which provides standard reference for the integrated service of the supply chain of home building materials in the residential market.With the standardization of the market and the improvement of consumer demand,if enterprises related to home building materials want to seek competitive advantages,they need to integrate the supply chain,improve service strategies,reasonable pricing,and improve product quality to form their own advantages.In addition,most of the mathematical models related to economics are based on the assumption of complete "self-interest",ignoring the impact of social preferences on behavior,which leads to the results easily deviating from the actual situation.With the further research of relevant scholars,it is found that in economic society,the actors are limited rational,and the decision-makers have altruistic tendencies.Therefore,this paper studies that the actor pays attention to his own interests while taking into account the interests of others,and makes altruistic decisions under the condition of "selfinterest" in the actual decision-making behavior.In this paper,altruistic behavior theory is introduced into the two-level dynamic supply chain composed of home building materials manufacturers and retailers.Using differential game theory,dynamic equilibrium strategies and their value functions under three altruistic modes are obtained respectively.Taking two enterprises as examples,numerical simulation analysis is conducted using MATLAB,and the following conclusions are drawn:(1)Under the altruistic model of home building materials retailers,that is,in the supply chain of home building materials,only retailers have altruistic behavior,while manufacturers do not have altruistic behavior,retailers’ altruistic behavior does not help to increase their own utility.(2)Altruistic behavior of home building materials manufacturers can be regarded as a market means.In either mode,the manufacturer’s altruistic tendency can always encourage retailers to improve better services,so as to improve goodwill,and the manufacturer’s altruistic tendency can always increase the utility of both sides.(3)The altruistic tendency of the other party will also affect its own altruistic tendency on decision-making.When the home building materials retailer has altruistic behavior,this behavior is not helpful to its own utility,but when the home building materials manufacturer also has altruistic behavior,the retailer’s altruistic behavior will have a negative impact on its own utility.This paper introduces altruistic behavior into the research on the supply chain of home building materials,explores the impact of altruistic behavior on the secondary supply chain services and pricing decisions of home building materials manufacturers and retailers,and comes to constructive conclusions that the altruistic behavior of home building materials manufacturers can always encourage retailers to provide better services,and the altruistic tendency of home building materials manufacturers can always increase the utility of both sides,With a view to improving the competitiveness of home building materials supply chain to do some decision-making reference.