JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2021, Vol. 56 ›› Issue (1): 103-110.doi: 10.6040/j.issn.1671-9352.0.2019.004

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Pricing decision of dual-channel supply chain considering altruistic preferences under reference price effect

JIAO Yan1, WANG Chuan-xu1, WANG Yuan-wei1, XU Lang2,3   

  1. 1. School of Economics and Management, Shanghai Maritime University, Shanghai 201306, China;
    2. College of Transport and Communication, Shanghai Maritime University, Shanghai 201306, China;
    3. Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai 200030, China
  • Published:2021-01-05

Abstract: Considering the suggested retail price made by manufacturer in a dual-channel supply chain composed of a manufacturer and retailer, game theory was used to study how to set a reasonable price to maximize their own profits, and the influence of altruistic preferences and reference price effect on price was analyzed. By comparing the equilibrium decisions under different circumstances, it can be found that when the retailers altruistic preference is under certain threshold conditions, the optimal decision profit exists. The altruistic preference of supply chain members can achieve the purpose of “altruism”, but cannot achieve “win-win”. At the same time, the increase of the market share of traditional channels is favorable for retailers and unfavorable for manufacturers. When the consumer sets the suggested retail price as the reference price, the suggested retail price can increase the supply chain revenue, and the supply chain revenue increases as the reference price effect increases.

Key words: dual-channel, suggested retail price, reference price effect, altruistic preferences, price decision

CLC Number: 

  • F272
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