基于区块链技术的供应链双渠道协同定价决策

Dual-Channel Supply Chain Collaborative Pricing Decision Based on Blockchain Technology

摘要: 本文围绕网络分销环境中的双渠道供应链体系，利用区块链在降低产品真伪鉴别耗时、提升核验成效等方面的突出特点，着重探讨区块链赋能下供应链双渠道的协同定价策略，妥善解决了受消费者渠道选择倾向、市场需求波动等多重因素影响下，双渠道供应链协同定价难以决策的难题。研究显示，相较于传统经营方式，运用区块链技术会使生产商与经销商的最优批发价和零售价出现一定上涨，企业是否采用区块链与渠道偏好程度关系不大；生产商与经销商的定价和收益，会随产品查验时间增加、假冒品检出概率敏感度上升而逐步下降，只有供应链达到特定临界条件时，投入区块链技术才具备经济价值，此时各参与方的定价与收益才能高于传统运营模式。

Abstract: This paper focuses on the dual-channel supply chain system in an online distribution environment, leveraging the prominent features of blockchain in reducing the time required to verify product authenticity and improving verification efficiency. It emphasizes exploring the coordinated pricing strategy of dual-channel supply chains empowered by blockchain, effectively addressing the challenge of making collaborative pricing decisions under multiple influencing factors such as consumer channel preferences and market demand fluctuations. The study shows that, compared to traditional business methods, applying blockchain technology can lead to a certain increase in the optimal wholesale and retail prices for manufacturers and distributors. Whether a company adopts blockchain is not strongly related to channel preference. The pricing and revenue of manufacturers and distributors gradually decrease as product verification time increases and sensitivity to counterfeit detection rises. Only when the supply chain reaches specific critical conditions does investing in blockchain technology have economic value, at which point the pricing and revenue of all participants can exceed those of the traditional operation mode.