研究零售商公平偏好行为对供应链各成员定价和营销行为的影响。假设零售商负责营销努力,分别研究了零售商不利不公平厌恶和有利不公平厌恶两种情形,并且将所得结果和零售商风险中性且无不公平厌恶的情形进行对比。研究结果表明:零售商的公平偏好行为对批发价格、零售价格和营销努力水平都有较大影响,零售商的不利不公平厌恶行为一定程度上增加了其谈判能力,随着其厌恶程度的增加,零售商与制造商的利润比增大,而零售商的有利不公平厌恶则作用刚好相反。最后进行算例分析,并给出一些管理意义。 This paper investigates the influence of retailers’ fair preference on the pricing and marketing behaviors of members in the supply chain. Suppose that the retailer is responsible for marketing efforts, studying two cases of unfavorable and unfair averse retailers, respectively, and comparing the results with the retailer’s risk-neutral and unfair aversion. The results show that retailer’s fair preference behavior has great influence on the wholesale price, retail price and marketing effort level. Retailer’s unfair and unfair aversion increases its negotiating ability to some extent. With the increasing degree of aversion , The profit ratio of the retailer to the manufacturer increases, while the unfair aversion of the retailer has the opposite effect. Finally, a case study is given and some management implications are given.