| Abstract:This paper established a fairness preference framework based on game theory of Nash bargaining, and built a utility system about fairness preference.On the basis, we expanded the newboy model to behavior research.The analysis shows that, because of retailer and suppliers' fairness preference, the optimal order quantities of supplier and supply chain tend to become conservative.Moreover, the result shows that the greater the retailer's fairness preference, the smaller the optimal order quantity of retailer and supply chain system, and the change tendency of the supply chain is more obvious than that of retailer; the greater the supplier's fairness preference, the greater the optimal order quantity of retailer and supply chain system, and the change tendency of supply chain is more obvious than that of retailer.Furthermore, a conclusion has been made that the wholesale price contract doesn't change the supply chain coordination, regardless of retailer and supplier's fairness preference.Finally, we made the sensitivity analysis on the wholesale price, the retail price, the manufacturing cost of supplier, the storage cost of retailer and the storage cost of supplier. |
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