关键词: 渠道公平, 二层供应链, 双渠道, 均衡策略

Abstract: To analyze the influence of channel fairness perception on the strategies of a dual-channel supply chain,the retailer's channel fairness perception on the equilibrium strategies and utilities was analyzed by Stackelberg game and Fher-Schmidt (FS) model in a dual-channel two-tier supply chain network with a single manufacturer at the upper level and multiple retailers and demand markets at the lower level.The results showed that the maximum profit of retailers could not be realized if they insisted on increasing their profit share in the dual channels.Manufacturers should pay attention to the coordination of profit distribution ratio between the traditional channel and the direct channel.They should not blindly increase the profit of the direct channel and ignore retailer's channel fairness perception,so as to optimize the overall profit of the supply chain.

Key words: channel fairness, two-tier supply chain, dual-channel, equilibrium strategy