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摘要营销渠道合作是营销渠道运作的最佳状态，实现营销渠道的合作能为制造商和零售商带来诸多的益处，而要想实现营销渠道的合作，公平因素在中起着重要的作用，特别是公平理论对于营销渠道合作具有重要的参考意义，本文基于公平偏好的视角针对营销渠道的合作问题进行研究。本文主要探讨的是组成渠道合作定价问题，在文章中引入了公平偏好理论，文章依据公平偏好系数的范围，将营销渠道分为了狭义的“自利”、竞争性偏好、避免不公平偏好、社会福利偏好四种类型。通过构造基于公平偏好理论的零售商效用函数、制造商效用函数，建立了StackelBerg博弈模型，分别研究了在4种类型下的渠道合作问题。研究表明：（1）在狭义的“自利”和竞争性偏好两种类型下不能实现渠道合作；（2）在避免不公平偏好和社会福利偏好两种类型下，当公平偏好系数满足一定条件时，能够实现渠道合作，并且渠道双方都能获得相等的效用；（3）与不考虑公平偏好理论相比，在公平偏好理论下实现渠道合作时，渠道效用有较大的提高，这说明引入公平偏好对渠道决策是帕累托改进。25573
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关键词：营销渠道 公平偏好 博弈 合作
毕业论文外文摘要
Title Marketing channel coordination mechanism based on fairness preferences
Abstract
Cooperation is the best marketing channel operation, and the realizition of marketing channels of cooperation can bring many benefits for manufacturer and retail store, in order to achieve cooperation, fairness factor in marketing channels play an important role, especially equity theory cooperation is of great reference value for marketing channels, this paper aims to introduce a fair theory in order to co-marketing channel theory Tarantino.
The pricing mechanism of the channel coordination between manufacturers and retailers is studied in this paper．A fairness preference theory is embedded in channel research of coordination. The channel, based on different ranges of the fairness preference coefficient, falls into four types:the narrow self-interest type, the competitive preference type, the avoiding unfair preference one andthe social welfare preference one. Among them, the narrow self-interest type is a fully rationality; channels coordination with fully rationality is a special case of this paper．Ｒetailers’utility function is modeled based on the theory of fairness preference． Stackelberg game model of the channel coordination is studied regarding four types． The results show that: if there is no other coordination mechanism, (1)Channel coordination can not be achieved in either type: the narrow self-interest type and the competitive preference type．(2)Channel coordination can be achieved in the types of the avoiding unfair preference type and the social welfare preferences type, when a fair preference coefficient and other parameters satisfy certain conditions, and both sides of the channel can derive equal utility．(3)Channel coordination can be achieved in fairness preference, with the total utility of the channels up by 33.33%．This shows that: the introduction of the fairness preference theory in the channels decision-making is a Pareto improvement．Finally, the implication for further research is discussed．
Keywords：marketing channel; fairness preference; game; coordination
目 次
1 绪论 1
1.1 研究的目的和意义 1
1.2 国内 外研究现状 1