基于公平关切的零售商主导低碳供应链的最优决策研究

Study on Optimal Decisions of Retailer-dominated low-carbon supply chain Based on Fairness Concern

摘要:

研究公平关切对零售商主导型低碳供应链最优定价策略和产品绿色度决策的影响。具体地，分别在公平中性和制造商公平关切两种情形下，探讨低碳供应链中的最优决策和绩效问题，并对两种情形下的均衡结果进行比较。研究表明，在零售商主导低碳供应链中，制造商的公平关切性不影响产品的绿色度水平和零售价格，从而不会影响消费者的购买决策。并且，制造商的公平关切性对其自身效用的最大化总是有利的，而对零售商的效用最大化是不利的。此外，在零售商主导下，制造商的公平关切性对低碳供应链系统的效用最大化并不总是有利的，而是与其公平关切程度的大小有关。

Abstract:

This paper focuses on the impact of fairness concern on optimal pricing strategies and product’s green level decision in retailer-dominated low-carbon supply chain. Specifically, the optimal decision-making and performance issues of low-carbon supply chain are conducted respectively in the scenario with fairness neutral and the scenario with manufacturer"s fairness concern. And the equilibrium solutions in these two cases are comparatively analyzed. Results show that the manufacturer"s fairness concern does not affect the green level and retail price of the product, which will not affect consumers’ purchasing decisions. Besides, the manufacturer’s fairness concern is always beneficial to his own utility while is detrimental to the utility of the retailer. In addition, in the retailer-dominated low-carbon supply chain, the manufacturer"s fairness concern is not always beneficial to maximize the utility of the supply chain system, but rather related to the level of his fairness concern.