CAJ | 학술논문

本文根据零售商理性程度与公平偏好信息对称与否，将零供博弈分为5个阶段，即：(1)零售商不关注公平且信息对称；(2)供应商完全不知道零售商公平偏好行为；(3)供应商低估零售商公平偏好程度；(4)供应商高估零售商公平偏好程度；(5)供应商准确识别零售商公平偏好程度。在对各个阶段比较分析基础上提出了管理启示：对于供应商而言，不能忽视零售商的公平偏好，应选择公平偏好强度较弱的零售商合作，且应尽量隐瞒自身实际生产成本；对于零售商而言，应努力让供应商了解自身的公平偏好特征，应选择公平偏好较强的供应商合作，且应努力准确估计供应商生产成本。
본문근거령수상이성정도여공평편호신식대칭여부，장령공박혁분위5개계단，즉：(1)령수상불관주공평차신식대칭；(2)공응상완전불지도령수상공평편호행위；(3)공응상저고령수상공평편호정도；(4)공응상고고령수상공평편호정도；(5)공응상준학식별령수상공평편호정도。재대각개계단비교분석기출상제출료관리계시：대우공응상이언，불능홀시령수상적공평편호，응선택공평편호강도교약적령수상합작，차응진량은만자신실제생산성본；대우령수상이언，응노력양공응상료해자신적공평편호특정，응선택공평편호교강적공응상합작，차응노력준학고계공응상생산성본。
According to the rationality degree of retailer and information completeness of fairness concern, the supplier-retailer transaction process can be divided into five game stages, i. e. (1)The retailer is perfectly rational and information is common to each other;(2)The supplier do not know the retailer’s fairness concern at all;(3)The supplier underesti-mate the retailer’s fairness concern;(4)The supplier overestimate the retailer’s fairness concern;(5)The supplier esti-mate the retailer’ s fairness concern exactly. We propose some management insights. For supplier, it should not neglect the retailer’ s fairness concern, should choose the retailer with weaker fairness concern and should conceal its real production cost. For retailer, it should make supplier aware of its fairness concern, should choose the supplier who give consideration to channel fairness and should endeavour to estimate the production cost and inform supplier of the estimation.