公平偏好行为下考虑质量和营销努力的定价策略

研究零售商公平偏好下考虑质量和营销努力的联合决策问题.首先考虑制造商Stackelberg的情形,研究发现, 零售价格、批发价格、质量努力水平、营销努力水平以及制造商利润均随零售商嫉妒偏好系数的增大而递减,但是零售商利润关于其嫉妒偏好系数的变化不大;然后,考虑零售商Stackelberg的情形,研究发现,批发价格、质量努力水平、营销努力水平以及制造商利润均随零售商的同情偏好系数的增大而递增,零售商利润则随其同情偏好系数的增大而递减;最后进行算例分析,并给出一些管理学的意义.

Pricing strategies with fairness preference by considering quality and marketing efforts

This paper studies the joint decision problem with retailer''s fairness preference by considering the manufacturer''s quality efforts and retailer''s marketing efforts. In the manufacturer Stackelberg case, it is found that the retail price, the wholesale price, the quality efforts level, the marketing efforts level and the manufacturer''s profit will decrease with the retailer''s envy preference parameter, and the impact of the retailer''s envy preference parameter on the retailer''s profit is not constant. Then, in the retailer Stackelberg case, it is found that the wholesale price, the quality efforts level, the marketing efforts level, and the manufacturer''s profit will increase with the retailer''s sympathy preference parameter, and the retailer''s profit will decrease with its sympathy preference parameter. Finally, a numerical example is given, and some managerial implications are derived.