随着互联网的发展，消费者的购物方式实现了转型升级，电子商务也因其经 营成本低、交易过程简单、交易地点无边界等显著特点，被越来越多的企业所青 睐。许多制造商为了吸引更多的消费者，在传统零售渠道的基础上引入了网络渠 道，如联想公司、耐克公司等。面对强势制造商控制批发价格和网络直销渠道， 零售商一方面考虑开辟自己的网络渠道或者借助第三方网络平台进行网络销售， 另一方面利用实体店比较接近消费者的优势，依靠提供服务来抢占市场份额。这 样就形成了制造商拥有线上渠道和线下渠道，零售商也拥有线上渠道和线下渠道 的双重混合渠道供应链结构，正是由于这种双重混合渠道供应链的存在，使得渠 道间的价格竞争更加激烈。此外，越来越多的实验研究证明人在做决策时，不仅 关注自己的绝对利益，同时也关注自身的相对利益，即存在公平关切倾向，因此， 供应链成员的公平关切行为，特别是零售商的公平关切行为，对双方的定价策略 产生明显的影响。 基于以上背景，本文将零售商公平关切引入双重混合渠道供应链决策研究 中，其中供应链双方都拥有自己的网络渠道，零售商在传统渠道为消费者提供增 值服务。运用博弈理论和最优化理论，分析了零售商公平中性和公平关切两种不 同情形下的定价和协调问题，探讨了零售商服务水平和公平关切行为对供应链决 策的影响。主要研究结论如下： 首先，在零售商公平中性下，分别研究了双重混合渠道供应链集中决策与分 散决策的定价模型，给出了供应链各成员在相应渠道的最优定价、最优销量和最 优利润。结果发现：在分散决策下，当零售商服务水平在一定范围时，各渠道的 价格、销量和利润均与其正相关；超出一定范围时，他们之间没有必然的关系； 对供应链整体来说，集中决策的利润要高于分散决策，说明分散决策会降低供应 链效率。 其次，在零售商公平关切下，分别研究了制造商不考虑其公平关切和考虑其 公平关切的定价模型。研究发现：服务对供应链的影响在两种定价模型下一致， 服务对所有的价格有正向作用；对零售商网络渠道销量有负向作用，而对其他两 个渠道的销量有正向作用。在制造商不考虑零售商公平关切的模型中，其公平关 切行为不会对对方的批发价格与直销价格起作用，但是过度关注该行为会带动自 II 身线上线下零售价格的上涨；此外，零售商两个渠道的销量均与公平关切系数负 相关；而制造商的直销量与之正相关。在制造商考虑零售商公平关切的模型中， 三种零售价格均与公平关切系数无关；批发价格与公平关切系数负相关；所有渠 道销量均与之无关。通过对比两种不同情形下的定价模型，可以发现，无论是各 成员的利润还是供应链总利润，制造商关注零售商公平关切的情况更理性。 最后，先利用二部定价契约，对制造商不考虑零售商公平关切的模型进行协 调；然后针对制造商考虑对方公平关切的模型，采取收益共享契约进行协调，同 时为了证实协调结论的有效性，运用数值仿真实现了帕累托优化。 本文对双重混合渠道供应链上各企业定价与协调的研究，可以实现资源优化 配置，降低渠道之间的冲突，为双重混合渠道供应链上各企业定价与协调策略提 供了相应的参考建议，具有一定的理论和现实意义。 关键词：双重混合渠道，定价，协调，公平关切，服务水平 III RESEARCH ON PRICING AND COORDINATION OF DOUBLE HYBRID CHANNEL SUPPLY CHAIN UNDER RETAILER'S FAIR CONCERN Abstract With the development of high-tech information technology, consumers' shopping methods have been transformed and upgraded. E-commerce is also favored by more and more enterprises because of its low operating costs, simple transaction process, and borderless transaction locations. In order to attract more consumers, many manufacturers have introduced online channels on the basis of traditional retail channels, such as Lenovo, Nike, etc. Faced with strong manufacturers controlling wholesale prices and online direct sales channels, retailers are considering opening up their own online channels or using third-party online platforms for online sales. On the other hand, they take advantage of physical stores’ closer proximity to consumers and rely on the provision of services to grab market share. In this way, a double hybrid channel supply chain structure is formed, in which the manufacturer has online and offline channels, and the retailer also has online and offline channels. Because of the existence of this double hybrid channel supply chain, price competition between channels has become more intense. In addition, more and more experimental studies prove that when people make decisions, they not only pay attention to their absolute interests, but also their own relative interests, that is, there is a tendency of fair concern. Therefore, the fair concerns of members of the supply chain, especially the fair concerns of retailers, have a significant impact on both parties' pricing strategies. Based on the above background, this article introduces the retailer's fair concerns into the research of double hybrid channel supply chain decision-making, in which both sides of the supply chain have their own online channels, and retailers provide value-added services to consumers in traditional channels. Using game theory and optimization theory, this paper analyzes the pricing and coordination issues of retailers in two different situations: fair neutrality and fair concern, and discusses the IV impact of retailer's service level and fair concern behavior on supply chain decision-making. The main research conclusions are as follows: Firstly, under the retailer's fairness neutrality, the pricing models of centralized and decentralized decision-making for double hybrid channel supply chain are studied separately, and the optimal pricing, optimal sales volume, and optimal profit of each supply chain member in the corresponding channels are given. The results found that: under decentralized decision-making, when the retailer's service level is within a certain range, the price and sales volume of each channel are positively related to it; beyond a certain range, there is no necessary relationship; for the entire supply chain, the profit of centralized decision-making is higher than that of decentralized pricing. Obviously, decentralized decisions reduce efficiency of supply chain. Secondly, under the retailer's fair concern, the pricing strategies of the manufacturer without considering its fairness and considering its fairness are studied separately. The study found that: the impact of services on the supply chain is consistent under the two pricing models, and services have a positive effect on all prices; they have a negative effect on the retailer's online channel sales and a positive effect on the sales of the other two channels. In the model where the manufacturer does not consider retailer' fair concerns, its fair concern behavior will not affect the counterpart's wholesale price and direct sales price, but excessive attention to this behavior will drive its own online and offline retail prices to rise; in addition, the retailer's sales in both channels are negatively related to the fair concern coefficient; the direct sales volume of manufacturers is positively related. In the model where the manufacturer consider retailer's fair concerns, the three retail prices are not related to the fair concern coefficient; the wholesale price is negatively related to the fair concern coefficient; and the sales volume of all channels have nothing to do with it. By comparing the two pricing models, it is found that the result of manufacturers pay attention to retailers' fair concerns is better, regardless of the profits of individual decision makers or the profits of the supply chain system. Finally, two pricing contracts were used to coordinate the model that manufacturer did not consider the retailer's fair concern behavior firstly, and then the revenue sharing contract was used to coordinate the model with manufacturers considering the fair concerns of retailers. At the same time, in order to verify the validity of the coordination conclusion, numerical simulation was used to realize Pareto optimization. V This paper studies the pricing and coordination of enterprises in the double hybrid channel supply chain, which can achieve optimal allocation of resources and reduce conflicts between channels. It provides corresponding reference suggestions for the pricing and coordination strategies of enterprises in the double hybrid channel supply chain, which has certain theoretical and practical significance. Keywords: Double hybrid channels, pric