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Dual Channel Supply Chain Quality Improvement Strategy Considering Manufacturer's Psychological Deviation

This paper studies the quality improvement strategy of dual-channel supply chain, considering the psychological deviation of manufacturers. Through the model construction and calculation, the paper analyzed and compared the quality improvement level, cost allocation rate price variable and profit function under equity psychology and psychological deviation. The research results show that: the quality improvement level and profit of manufacturers, the cost allocation rate and profit of retailers all have an increasing trend, under the influence of psychological deviation factor. However, when the quality channel preference factor is increasing, the quality improvement level of manufacturers, the cost allocation rate of retailers and the profits of retailers are decreasing. Under the influence of the above factors, the manufacturers profit has maximum. At the same time, when the quality channel preference factor remains unchanged, each index can be improved by adding the psychological deviation factor.