Research on Supply Chain Quality Decision Model Considering Reference Effect and Competition under Different Decision-Making Modes

The reference effect of consumers’ product quality and service is an important behavioral factor that affects purchase decisions. In this paper, considering the inherent dynamics operation mode, two were combined into a product-service supply chain composed manufacturer competitive retailers, was further divided horizontal vertical effects. Differential game models between retailers constructed. Using continuous dynamic programming theory, manufacturer’s level strategy, retailer’s strategy system performance under modes no cost sharing decision, decision centralized analyzed compared. Main findings: optimal greater than corresponding value contract decision. Compared with decentralized making sharing, cannot promote to improve quality. Different from previous studies, not higher other When meets certain condition, profit lower making.