Research On Dual-channel Supply Chain Decision-making Considering Fairness Concerns And Channel Preferences Under Different Power Structures

With the development of the Internet and big data technology,people’s living standards and cognition level have been further improve d.The rise of network platforms further expands the channels for people to obtain products,enabling consumers to enjoy more initiative in shopping,but also brings challenges to the operation and management of enterprises.How to effectively coordinate the sales strategies among different channels to meet the needs of different consumers and realize the long-term stable operation of the supply chain system has important practical significance.Dual-channel supply chain management can effectively solve the diversified needs of different consumers.Therefore,manufacturing companies realize a dual-channel sales model through cooperation with network platforms,which has become one of the hot research issues at home and abroad in recent years.This paper starts from the leadership of different channels in the dual-channel supply chain,considers the decision-making behavior characteristics of members of the supply chain system and the utility of consumers,and conducts a dual-channel supply chain with different power structures,fairness concerns,and supply chain pricing decisions.In the supply chain system,manufacturing enterprises are often in a leading position due to their core technologies.However,with the continuous development of network platforms and the further improvement of people’s demand for online channel shopping,the dominant force among channels gradually shifts from manufacturing enterprises to online platforms.Therefore,this paper takes the dual-channel supply chain under two different power dominant structures as the starting point,introduces the enterprise members’ equity concern behavior and consumers’ channel preference into the dual-channel supply chain system,and constructs the enterprise equity concern and consumer utility function.The effects of equity concern behavior and channel preference on pricing strategy and system performanc e of dual-channel supply chain members are studied.This paper firstly constructs a two-channel supply chain model under the manufacturer dominated traditional supply chain and network platform dominated network channel.On the basis of considering consumers’ channel preferences,it constructs the model of retailer and network platform fairness and neutrality,retailer’s equity concern,network platfo rm’s equity concern and retailer and network platform’s equity concern respectively.This paper analyzes the pricing and the overall optimal decision of dual-channel supply chain members under the mixed power structure.The model of manufacturer-dominated traditional supply chain and network supply chain are further discussed,and the influence of consumer chann el preference and firm equity concerns on dual-channel optimal pricing under this power structure is analyzed.Finally,the paper compares the pricing decisions of dual-channel supply chains under different power structures and the fair concern behaviors o f channel members,and explores the influence of different power structures in dual-channel supply chains on corporate profits.The results show that the increase in consumer network channels is beneficial to both traditional retail channels and online retail channels.Fair concern behavior will increase its own profits,but will harm the profits of other entities;Retailer fairness concerns will always hurt supply chain profits,while in mixed-dominated supply chain systems,network platform fairness concerns will increase supply chain profits in certain circumstances.Finally,taking the dual-channel supply chain of PC industry as an example,the pricing decision of the dual-channel supply chain consisting of Lenovo Group and Taobao platform is studied empirically-under the consideration of consumer channel preference and member enterprises’ equity concerns.The relevant results provide some theoretical guidance for dual-channel supply chain enterprises.