A research on pricing of a dual-channel supply chain based on Stackelberg game under fairness concerns

Licui Zhao; Jie Yang

doi:10.1117/12.2648873

27 September 2022 A research on pricing of a dual-channel supply chain based on Stackelberg game under fairness concerns

Licui Zhao, Jie Yang

Author Affiliations +

Proceedings Volume 12345, International Conference on Applied Statistics, Computational Mathematics, and Software Engineering (ASCMSE 2022); 123450N (2022) https://doi.org/10.1117/12.2648873
Event: 2022 International Conference on Applied Statistics, Computational Mathematics, and Software Engineering (ASCMSE 2022), 2022, Qingdao, China

Abstract

Based on the perspective of Stackelberg game, this paper introduces the concept of fairness concerns into dual-channel supply chain research, and considers the factor of product return, and analyzes how the return rate and fairness concerns affect the optimal the pricing of supply chain members under three conditions: the supply chain members are fair and neutral, only the manufacturer is concerned about fairness and only the retailer is concerned fairness. When supply chain members feel unfair, they take steps to change the status quo, even at the expense of their own interests. This situation is known as fairness concerns. The numerical calculation software Matlab2021a was used to solve the game models under three different concerns, and finally the numerical simulation was carried out with the numerical calculation software Mathematica 12.1. The study found that with the increase of product return rate, the optimal direct price and retail price will gradually increase, while the wholesale price of the manufacturer gradually decreases. The optimal retail price will increase as the level of the manufacturer’s fairness concerns increases. The optimal online direct selling price of the manufacturer is not affected by the fairness concerns of supply chain members and the wholesale price will decrease as the level of the retailer’s fairness concerns increases.

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Licui Zhao and Jie Yang "A research on pricing of a dual-channel supply chain based on Stackelberg game under fairness concerns", Proc. SPIE 12345, International Conference on Applied Statistics, Computational Mathematics, and Software Engineering (ASCMSE 2022), 123450N (27 September 2022); https://doi.org/10.1117/12.2648873

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KEYWORDS

Manufacturing

Mathematical modeling

Numerical simulations

Computer simulations

Analytical research

Internet

Psychology

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