不公平厌恶影响下的零售商销售努力自组织演化

运筹与管理 ›› 2014, Vol. 23 ›› Issue (3): 219-225.

不公平厌恶影响下的零售商销售努力自组织演化

孟庆峰¹, 李真², 陈敬贤³

1.江苏大学管理学院,江苏镇江 212013;
2.江苏科技大学经济管理学院,江苏镇江 212003;
3.南通大学商学院,江苏南通 226019

收稿日期:2012-06-01 出版日期:2014-03-25
作者简介:孟庆峰(1982-),男,辽宁铁岭人,博士,讲师,研究方向为行为运作管理与计算实验;李真(1983-),女,河南漯河人,博士,讲师;研究方向:大型工程复杂系统及计算实验方法研究;陈敬贤(1982-),男,安徽肥东人,博士生,讲师,研究方向:决策分析与供应链管理。
基金资助:
国家自然科学基金项目(71171099,71301062,71373103);中国博士后科学基金资助项目(2012M521024);江苏省博士后科研资助计划(1202115C,1301145C);江苏大学高级人才科研启动基金(12JDG135);江苏科技大学高级人才科研启动基金(635041206)

The Self-organization Evolution of Multi-retailers' Sales Efforts with Inequity Aversion Influenced

MENG Qing-feng¹, LI Zhen², CHEN Jing-xian³

1. School of Management, Jiangsu University, Zhenjiang 212013, China;
2. School of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang 212003, China;
3. School of Business, Nantong University, Nantong 226019, China

Received:2012-06-01 Online:2014-03-25

摘要/Abstract

摘要： 构建了制造商通过销售回馈与惩罚契约来对具有不公平厌恶心理偏好的零售商群体的销售努力进行激励的计算实验模型,研究了零售商的不公平厌恶心理偏好对激励效果产生的影响。实验结果表明:零售商的不公平厌恶心理会对激励效果产生负面的影响;制造商设定的销售目标越高,不公平厌恶心理的负面影响就越大;当某零售商的销售量一旦低于目标销售量而遭受惩罚时,其会导致该零售商加剧不公平感知从而降低销售努力水平的路径依赖,导致制造商利润下降的主要原因是被惩罚零售商群体为其所带来的渠道利润降低;制造商在激励过程中应该更加重视被惩罚者的不公平厌恶心理。

关键词: 管理科学与工程, 不公平厌恶, 计算实验, 销售努力激励, 销售回馈与惩罚契约

Abstract: This paper builds an experimental model that the manufacturer motivates sales efforts of retailers' group through sales rebate and penalty contract. Retailers are inequity aversion. We research the impact of inequity aversion preference on the incentive effects. The results show that: retailers' inequity aversion will have a negative impact on the incentive effects; the higher sales target the manufacturer sets, the greater the negative impact; once the retailer's sales are less than target volume and the retailer is punished, this will lead to path dependence: the retailer makes less sales effort so to reduce the manufacturer's profits. The manufacturer should pay more attention to retailers' inequity aversion in encouraging process.

Key words: management science and engineering, inequity aversion, computational experiment, motivating sales effort, sales rebate and penalty contract

中图分类号:

F830

孟庆峰, 李真, 陈敬贤. 不公平厌恶影响下的零售商销售努力自组织演化[J]. 运筹与管理, 2014, 23(3): 219-225.

MENG Qing-feng, LI Zhen, CHEN Jing-xian. The Self-organization Evolution of Multi-retailers' Sales Efforts with Inequity Aversion Influenced[J]. Operations Research and Management Science, 2014, 23(3): 219-225.

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