Algorithm Research & Explore
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App. Res. of Comp. Printed Article
Vol. 37, 2020 No. 3
789-793

Impact of fairness concern on store brand strategy of powerful retailer

Huang Zongsheng1,2
Feng Ting1
1. School of Economics & Management, Shanghai Maritime University, Shanghai 201306, China
2. School of Computer Science, Fudan University, Shanghai 200433, China
DOI: 10.19734/j.issn.1001-3695.2018.08.0631

Abstract

This paper established a Stackelberg game to research the store brand introducing strategy for a powerful retailer in a supply chain which was consisted of a manufacturer and a retailer. As the leader of the supply chain, the retailer chose whether to introduce the store brand, while the manufacturer might have fairness concern towards the channel leader. Firstly, this paper resolved the optimal strategy as well as the profit for both manufacturer and retailer. Secondly, this paper investigated the impact of store brand introducing and fairness concern of the manufacturer by comparing four models. The results show that the manufacturer will raise the wholesale price and also the profit level when considering the fairness concern. The retailer will result in profit increasing with the introducing of store brand. For manufacturers, the store brand does not always harm their interests. The store brand will be also beneficial to the manufacturer on condition that the substitution rate of the store brand is quite large.

Foundation Support

国家自然科学基金资助项目(71602116)
中国博士后基金面上项目(2017M621370)

Publish Information

DOI: 10.19734/j.issn.1001-3695.2018.08.0631
Publish at: Application Research of Computers Printed Article, Vol. 37, 2020 No. 3
Section: Algorithm Research & Explore
Pages: 789-793
Serial Number: 1001-3695(2020)03-032-0789-05

Publish History

[2020-03-05] Printed Article

Cite This Article

黄宗盛, 冯婷. 考虑制造商公平关切的强势零售商自有品牌导入策略研究 [J]. 计算机应用研究, 2020, 37 (3): 789-793. (Huang Zongsheng, Feng Ting. Impact of fairness concern on store brand strategy of powerful retailer [J]. Application Research of Computers, 2020, 37 (3): 789-793. )

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  • Application Research of Computers Monthly Journal
  • Journal ID ISSN 1001-3695
    CN  51-1196/TP

Application Research of Computers, founded in 1984, is an academic journal of computing technology sponsored by Sichuan Institute of Computer Sciences under the Science and Technology Department of Sichuan Province.

Aiming at the urgently needed cutting-edge technology in this discipline, Application Research of Computers reflects the mainstream technology, hot technology and the latest development trend of computer application research at home and abroad in a timely manner. The main contents of the journal include high-level academic papers in this discipline, the latest scientific research results and major application results. The contents of the columns involve new theories of computer discipline, basic computer theory, algorithm theory research, algorithm design and analysis, blockchain technology, system software and software engineering technology, pattern recognition and artificial intelligence, architecture, advanced computing, parallel processing, database technology, computer network and communication technology, information security technology, computer image graphics and its latest hot application technology.

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