中文摘要：

在传统的供应链研究中引入零售商公平关切态度，以核心供应商的利润作为公平关切参考点建立零售商的期望效用函数模型，研究三种市场需求模式下零售商公平关切行为倾向对供应链运作的影响。研究结果表明：公平关切零售商的最优定价随公平关切因子和批发价的增加而增大，最优订货随公平关切因子和批发价的增加而减少；传统的批发价契约不能对供应链进行协调，满足一定条件下回购契约可以对公平关切的供应链进行协调；最后，通过数值例子对理论结果进行验证。得到的研究结论可为现实物流企业提供一定的理论参考。

英文摘要：

Fairness-concerned retailer is considered in traditional supply chain with three kinds ot demancl moues. Firstly, we adopt the profit of the core manufacture as the fairness reference point to model the utility function of fairness-concerned retailer. The paper examines how supply chain performance is affected by fairness concerns preference. The results show that the optimal pricing of fairness-concerned retailer increases in fairness-concerned parameter and wholesale price. The optimal ordering decreases in fairness-concerned parameter and wholesale price. The traditional wholesale price contract cannot coordinate the supply chain and the buyback contract can co- ordinate the supply chain under certain condition. The numerical examples are also illustrated at last. It is expec- ted that our research can provide some theoretical guidance and reference for logistics business in practice.