The parameters of quality control and quality inspection are considered as important factors affecting market demand, and the “ERC” fairness preference model is introduced to construct a supply chain quality control decision model when the retailer and the manufacturer have fair preferences respectively. Through numerical calculation examples, we further observe the internal relationship between quality control variables and other parameters such as product price and market demand in case of the retailer and the manufacturer with fairness preferences respectively, and suggest to improve product quality by establish cooperative mechanism through supply chain parties. This is an important guide to the overall optimization of the supply chain.
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