A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference
This paper studies channel consisting of a manufacturer and two retailers. As a basis for comparison, the first, multiagent Stackelberg model has been structured based on perfect rationality. Further, fairness preference theory will be embedded in marketing channel multiagent Stackelberg model, and...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Wiley
2014-01-01
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| Series: | Abstract and Applied Analysis |
| Online Access: | http://dx.doi.org/10.1155/2014/527458 |
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| _version_ | 1832563761585586176 |
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| author | Kaihong Wang Xu Yang Yiwan Sun Chuan Ding |
| author_facet | Kaihong Wang Xu Yang Yiwan Sun Chuan Ding |
| author_sort | Kaihong Wang |
| collection | DOAJ |
| description | This paper studies channel consisting of a manufacturer and two retailers. As a basis for comparison, the first, multiagent Stackelberg model has been structured based on perfect rationality. Further, fairness preference theory will be embedded in marketing channel multiagent Stackelberg model, and the results show that if the retailers have a jealous fairness preference, the manufacturer will reduce the wholesale price, retailers will increase the effort level, product sales will be increased, and the total channel utility and manufacturers’ utility will be pareto improvement, but the pareto improvement of retailers’ utility is associated with the interval of jealousy fairness preference coefficient. If the retailers have a sympathetic fairness preference, the manufacturer increases wholesale price, retailers reduce the effort level, and the total channel utility, manufacturer’s utility, and retailers’ utility are less than that of the no fairness preference utility. |
| format | Article |
| id | doaj-art-33f850a7e02247c28124582c4e3a8448 |
| institution | Kabale University |
| issn | 1085-3375 1687-0409 |
| language | English |
| publishDate | 2014-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Abstract and Applied Analysis |
| spelling | doaj-art-33f850a7e02247c28124582c4e3a84482025-02-03T01:12:36ZengWileyAbstract and Applied Analysis1085-33751687-04092014-01-01201410.1155/2014/527458527458A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness PreferenceKaihong Wang0Xu Yang1Yiwan Sun2Chuan Ding3School of Economic Mathematics, Southwestern University of Finance and Economics, Chengdu 610074, ChinaOffice of Student Affairs, Southwestern University of Finance and Economics, Chengdu 610074, ChinaSchool of Economics and Management, Sichuan Agricultural University, Wengjiang, Chengdu 611130, ChinaSchool of Economic Mathematics, Southwestern University of Finance and Economics, Chengdu 610074, ChinaThis paper studies channel consisting of a manufacturer and two retailers. As a basis for comparison, the first, multiagent Stackelberg model has been structured based on perfect rationality. Further, fairness preference theory will be embedded in marketing channel multiagent Stackelberg model, and the results show that if the retailers have a jealous fairness preference, the manufacturer will reduce the wholesale price, retailers will increase the effort level, product sales will be increased, and the total channel utility and manufacturers’ utility will be pareto improvement, but the pareto improvement of retailers’ utility is associated with the interval of jealousy fairness preference coefficient. If the retailers have a sympathetic fairness preference, the manufacturer increases wholesale price, retailers reduce the effort level, and the total channel utility, manufacturer’s utility, and retailers’ utility are less than that of the no fairness preference utility.http://dx.doi.org/10.1155/2014/527458 |
| spellingShingle | Kaihong Wang Xu Yang Yiwan Sun Chuan Ding A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference Abstract and Applied Analysis |
| title | A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference |
| title_full | A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference |
| title_fullStr | A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference |
| title_full_unstemmed | A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference |
| title_short | A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference |
| title_sort | comparative study of marketing channel multiagent stackelberg model based on perfect rationality and fairness preference |
| url | http://dx.doi.org/10.1155/2014/527458 |
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