Pricing Strategies of a Dual-Channel Supply Chain with Participants of Fairness Preference

In recent years,the operation of a dual-channel pattern of online direct sales and traditional retail has been a research focus.In fact,the fairness preference of every participant is significant in a supply chain.Utility functions of fairness preference and a numerical simulation model are set up to analyze the pricing strategies of participants in the supply chain.It is found that the optimal direct selling price is not affected by the fairness preference;the optimal whole selling price,optimal retailing price,effectiveness of the supply chain participants and the total utility of the system are influenced by the fairness preference with various impact degrees determined by different fairness preference degrees.However,participants in the supply chain do not share the information of their fairness preference in practice.