中文摘要：

在受零售商服务水平影响的随机市场需求条件下，通过建立包含直销渠道和零售渠道的双渠道供应链Stackelberg博弈模型，引入渠道成员的公平偏好和风险规避特征，研究得到制造商的最优批发价格、最优直销价格和零售商的最优零售价格，分析公平偏好与风险规避对最优定价策略及各渠道成员效用的影响。结果表明：在双渠道供应链中，公平偏好与风险规避会促使制造商和零售商降价，从而有利于提高消费者福利。

英文摘要：

In the general case of the stochastic demand effected by the service level of the retailer, this paper develops a two-echelon dual-channel supply chain model with Stackelberg game by incorporating the fairness and risk aversion, and hereby gets the optimal pricing strategies of the manufacturer＇ s optimal direct price, wholesale price and the retailer＇ s optimal retail price. Moreover, the effect of fairness and risk aversion on optimal pricing strategies and utility of dualchannel supply chain is examined respectively. The results show that in the dual-channel supply chain the fairness and risk aversion will promote the manufacturer and the retailer to reduce prices, which is useful for the welfare of consumers.