- 期刊
Research on Pricing Strategies of Dual‐Channel Retailer and Traditional Retailer under Bidirectional Fairness Concerns
摘要
To explore the impact of bidirectional fairness concerns and consumer channel preferences on the decision‐making of each member in a dual‐channel supply chain, the decision models were constructed under the consumer preference and the different situations of member fairness neutral, retailers considering bidirectional fairness concerns and the manufacturer and retailers considering bidirectional fairness concerns at the same time. The results show that: with the increase of consumer channel preferences, retailer's profits will increase; When the dual‐channel retailer has the same consumer channel preference for both distribution channels, the two distribution channels have the same selling price; vertical fairness concerns of two retailers can increase their bargaining power, weakening the dominant position of manufacturer; it is not conducive to the overall coordination of the supply chain when both of retailers and the manufacturer considering fairness concerns.