A Literature Review on Pricing Decisions for Complementary Supply Chains Considering Social Preference Behavior

Abstract

In practice, many enterprises have achieved better market results through the implementation and continuous optimization of the complementary products strategy. Although complementary products can bring higher value and utility to customers' consumption experience, thus affecting the production operation and sales price decisions of enterprises, the strategic choices of complementary supply chain members will be affected when facing the different social preference behaviors of the members in the complementary supply chain and the complex supply chain structure. Based on this, this paper considers the vertical altruistic preference of the manufacturer over the retailer and the horizontal altruistic preference of the manufacturer over the manufacturer of the complementary product under different altruistic preference dimensions for a two-level supply chain system consisting of two manufacturers producing complementary products and a common retailer, and analyzes the optimal pricing strategies of supply chain members under different altruistic preference levels, which is of great significance for the stable operation of the supply chain.