Under the fairness preference existing the strategy of dual-channel supply chain order of customer transfer

Abstract

Fairness preference theory into the supply chain behaviour operation management is an important research direction. This paper introduces the equity preference to double channels supply chain. On the double channel conditions, the paper, respectively, discusses the supply members' order problem in two circumstances: no customer transfer and existing customers transfer. In the case of retailer domination, two cases are discussed: the one is the producers reserve product quantity for their own internet direct channel and the other one is the order quantity of retailers. Finally, through numerical analysis, the paper shows that fairness preference has the influence on the order quantity, and it is more suitable for producers to open the type of network marketing platform products, and the paper provides constructive guidance.