CAJ | 학술논문

针对由单个制造商和两个不同区域市场的零售商组成的供应链系统，分别就制造商对两个不同区域市场的零售商实行统一定价和差别定价两种定价策略下构建了纳入零售商公平偏好行为的两级供应链Stackelberg博弈模型，给出了不同情况下供应链均衡策略，分析了零售商公平偏好行为对不同情况下供应链均衡策略、参与者的利润以及供应链系统运作效率的影响。结果表明，零售商公平偏好行为对制造商的批发价格和利润具有负向影响、对零售商的利润具有正向影响，而对零售商的零售价格和供应链运作效率没有影响。
침대유단개제조상화량개불동구역시장적령수상조성적공응련계통，분별취제조상대량개불동구역시장적령수상실행통일정개화차별정개량충정개책략하구건료납입령수상공평편호행위적량급공응련Stackelberg박혁모형，급출료불동정황하공응련균형책략，분석료령수상공평편호행위대불동정황하공응련균형책략、삼여자적리윤이급공응련계통운작효솔적영향。결과표명，령수상공평편호행위대제조상적비발개격화리윤구유부향영향、대령수상적리윤구유정향영향，이대령수상적령수개격화공응련운작효솔몰유영향。
The price strategy of two-stage supply chain which consists of one manufacturer and two retailers from two different regional markets for considering fairness preference was studied, and two different Stackelberg game models were constructed under two different situations in which the manufacturer uses differential pricing or uni-form pricing for two different regional retailers. Based on the different models, the paper examined the supply chain partners′strategies and analyzed the effect of retailer′s fairness preference on the strategies, profit and the operational efficiency of supply chains. Results show that retailer′s fairness preference has negative influence on the wholesale price and the profit of manufacturer and has positive influence on the profit of retailer, and has no effect on the retail price and the operational efficiency.