零售商公平关切对收益共享契约供应链协调作用的影响研究

文章基于渠道竞争和品牌竞争同时存在的供应链结构,探讨零售商公平关切行为对收益共享契约协调效果的影响.通过模型构建和数值仿真,对零售商采取和不采取公平关切行为时收益共享契约下的供应链总体收益水平进行比较,发现:零售商公平关切行为对收益共享契约供应链协调效果的影响,与零售商期望利润分配比θ、制造商批发价和网络渠道商品定价水平有关.研究结果对上述供应链结构下,供应链成员如何优化收益共享契约的协调效果具有一定的参考价值.

The Influence of Retailer's Fairness Concerning Behavior on Coordination Performance of Revenue Sharing Contract

Considering a two-echelon supply chain with both channel and brand competition,this paper investigates the im pact of the retailer’s fairness concerning behavior on revenue sharing contract’s supply chain coordination performance.Based on model construction and data imitation,through the comparison of profit levels of the whole supply chain between the condi tion under which the retailer has fairness concerning behavior or not,the paper discusses how the retailer’s fairness concerns influence the revenue sharing contract’s effect.And the result shows that the supply chain coordination performance of revenue sharing contract is influenced by the retailer’s expected revenue level and the manufacturer’s pricing strategies.The research result is significant for the coordination effect of improving revenue sharing contract in supply chain.