湖南大学学报（社会科学版）2025，Vol.39Issue(4)：68-81,14.DOI:10.16339/j.cnki.hdxbskb.2025.04.008
基于区块链的电商平台双渠道运营优化
Optimization of Dual-Channel Operation for E-commerce Platforms Based on Blockchain Technology:Collaborative Mechanism of Entry Modes,Green Innovation and Financing Strategies
邓浏睿 1喻喜沩 1张莹1
作者信息
- 1. 湖南师范大学商学院,湖南长沙 410081
- 折叠
摘要
Abstract
This study focuses on the green demand for dual-channel supply chains in e-commerce plat-forms under the background of low-carbon economy,and analyzes the impact of blockchain technology on manufacturers' financing choices,service strategies,and supply chain performance.Based on three entry modes on the JD platform:self-operated mode,FBP mode(platform service-oriented),and SOP mode(mer-chant self-service),a Stackelberg game model with financial constraints was constructed to compare the im-pact of bank financing and equity financing on green level,service level,pricing decisions,and profits.The research results indicate that:① Equity financing has lower financing costs,is more conducive to improving the green level of products.Blockchain technology strengthens green innovation and emission reduction effects through information transparency;② The self-operated mode is highly sensitive to the gain parame-ters of blockchain technology,and has higher online service level and pricing flexibility;③The production cost and blockchain application cost jointly affect financing decisions.Bank financing has an advantage un-der low production costs,while equity financing is more suitable under high production costs.关键词
电商平台/进驻模式/区块链技术/融资策略Key words
e-commerce platform/entry mode/blockchain technology/financing strategy分类
管理科学引用本文复制引用
邓浏睿,喻喜沩,张莹..基于区块链的电商平台双渠道运营优化[J].湖南大学学报（社会科学版）,2025,39(4):68-81,14.
