Managing a Dual-Channel Supply Chain with Fairness and Channel Preference

This paper investigates a dual-channel supply chain in which manufacturer sells the product via an offline retailer or online store. The sets wholesale and price, decides retail price with retailer’s fairness preference consumer’s channel preference. Through investigating combined impacts of on enterprises’ operational strategies, this obtains some meaningful results. If thinks over preference, he decreases to mitigate loss benefit design. intends set up lower acceptance as grows. However, gains from enhanced cannot compensate for manufacturer’s by effect that benefits retailer. Moreover, neglect generating “lose-lose” case both members.