考虑消费者公平偏好的竞争供应链歧视定价研究

考虑消费者存在公平偏好且两个制造商分别通过各自的零售商销售相似产品的竞争供应链，并构建三种情形下的博弈论模型，研究了不同的供应链成员采用基于消费者历史购买行为的歧视定价(BBP)策略对制造商和零售商利润、消费者剩余和社会福利的影响。研究发现：与不采用BBP策略相比，1)仅零售商采用BBP策略会降低制造商利润，但是当消费者公平偏好较大时，仅零售商采用BBP策略会增加零售商利润；2)当制造商和零售商均采用BBP策略会同时增加制造商和零售商的利润；3)仅零售商使用BBP策略会减小消费者剩余，然而制造商和零售商均使用BBP策略会增加消费者剩余；4)仅零售商采用BBP策略会降低社会福利，当制造商也采用BBP策略会进一步降低社会福利。

Behavior-based Pricing in Two Competitive Supply Chains Considering Peer-induced Consumer Fairness Preference

With the advancement of information technology, retailers often use data automatic collection devices to track and store information about consumers’ purchase history data, and thus new consumers and past consumers can be recognized. Not surprisingly, retailers often adopt the behavior-based pricing (BBP) strategy, i.e., to charge a different price for new consumers and past consumers. Additionally, it is observed that retailers sometimes choose to share consumers’ purchase history data with manufacturers, and thus both manufacturers and retailers can adopt BBP strategy. However, the adoption of BBP strategy has raised concerns about peer-induced fairness. That is, consumers will feel unfair if the price they purchase is higher than other consumers, which will consequently affect consumers’ purchase willingness. Following this logic, the question naturally comes out: when consumers are concerned about peer-induced fairness, is there any difference in different supply chain members’ adoption of BBP? And further, what is the difference?