中文摘要：

本文研究了双渠道供应链系统中渠道商存在公平关切行为和努力存在溢出效应下的销售策略。文章首先建立了公平中性时渠道商努力具有溢出效应下的双渠道供应链销售模型,随后将Nash讨价还价的均衡解作为感知公平的来源,引入到该模型中,分别在分散和集中决策下求解出最优定价、最优努力水平和最优订货量,通过解析推导和MATLAB仿真依次得到公平关切和努力溢出效应系数变动对销售策略和供应链成员收益的影响关系,并得出了相应的管理启示和提出待进一步研究的问题。

英文摘要：

The paper focuses on the selling strategy based on Nash bargaining fairness and effort spill-over effect in dual-channel supply chain.A selling model with effort spill-over effectin the case of fairness preferences is establisheda,then Nash bargaining fairness preference theory is taken into the model,so the optimal pricing,optimaleffort level and optimal order quantity for the supply chain are obtained from the decentralized and centralized decision making perspectives respectively,and the relationships between the variable and selling system parameters and profit of supply chain membersareresearched by mathematical analysis and MATLAB simulation.Finally some specialized management tips and some problems for further research are put forward.