Abstract: Effects of consumer fairness preference on manufacturer's launching direct channel are investigated in this paper. Firstly, the decision-making model of a manufacturer under two scenarios (i.e., without consumer fairness preference and with consumer fairness preference) is developed. Then, how the impact of consumer fairness preference would affect the optimal strategy of the manufacturer, the optimal strategy of the retailer, the willingness of the manufacturer to launch direct channel, retailer profit, and consumer surplus are examined and analyzed. It is found that when there is no consumer fairness preference and when the direct selling cost is minor, the manufacturer should launch direct channel; when the direct selling cost is large, the manufacturer should not launch direct channel. However, when there is consumer fairness preference, the manufacturer is less willing to launch direct channel. Even if there is no direct selling cost, the manufacturer may not launch direct channel if the consumer fairness preference is considered. It is also revealed that consumer fairness preference would reduce the price difference between direct channel and retail channel.

Key words: consumer fairness preference, direct channel, manufacturer, direct selling cost

摘要： 研究了消费者公平偏好对制造商开通直销渠道的影响,并分析消费者公平偏好对制造商和零售商的最优决策、制造商开通直销渠道意愿、零售商利润、以及消费者剩余等的影响。最后通过算例分析消费者公平偏好对制造商开通直销渠道意愿的影响。研究发现:不存在消费者公平偏好时,制造商仅在直销成本较小时开通直销渠道;当直销成本较大时,制造商不应开通直销渠道。然而,消费者公平偏好会降低制造商开通直销渠道的意愿;即使无直销成本,若消费者公平偏好较大,制造商也可能不会开通直销渠道。

关键词: 消费者公平偏好, 直销渠道, 制造商, 直销成本