Abstract: Innovation investment is crucial to improving competitive edge for firms in e-commerce era. Meanwhile, the firms’ preferences have an effect on their innovation investment decisions. This study investigates supply chain management based on altruism and presents the equilibrium strategies of the supplier and the retailer by introducing their altruistic preferences in two types of dual-channel supply chain. Also, the effect of altruism on equilibrium strategies of the players is analyzed. It is shown that when the variable cost of product is lower, the supplier’s altruism and the retailer’s altruism are beneficial to the other member but not to themselves in supply chain. In addition, when the variable cost of product is higher, the supplier’s altruism and the retailer’s altruism are beneficial to themselves but not to the other member. To some extent, this study reveals the necessity and moderation of altruism in supply chain management and helps to promote cooperation among members in supply chain.

Key words: altruistic preference, dual-channel supply chain, innovation investment, equilibrium strategy

摘要： 电子商务环境下,创新投入成为企业提升竞争优势的核心手段,而企业的偏好行为对其创新投入决策产生影响。本文探讨基于利他行为的供应链管理,通过在两类典型双渠道供应链研究中引入参与者的利他偏好,得到了供应商和零售商的均衡策略,并分析了利他偏好对均衡策略的影响。研究表明,当产品单位可变成本较低时,供应商和零售商的利他偏好有利于他方而不利于己方;当产品单位可变成本较高时,供应商和零售商的利他偏好只对己方有利而对他方不利。本研究在一定程度上揭示了供应链管理中利他行为存在的必要性和适度性,对促进供应链成员之间的合作具有积极意义。

关键词: 利他偏好, 双渠道供应链, 创新投入, 均衡策略