运筹与管理2025，Vol.34Issue(4)：50-57,8.DOI:10.12005/orms.2025.0109
考虑消费者市场结构基于区块链技术的线上渠道供应链销售模式选择研究
Online Channel Supply Chain Sales Model Selection Decision Considering Consumer Market Structure Based on Blockchain Technology
摘要
Abstract
With the rapid development of e-commerce and mobile technology,many manufacturers begin to join the online platform for online sales,and they first face the problem of choosing online sales mode.At the same time,in order to solve various information security problems in the online product sales chain,manufacturers have introduced blockchain technology to achieve traceability and transparency of product information,so as to win effectively the trust of consumers.Based on this,this study attempts to solve the following questions:How does the manufacturer choose the optimal sales model under the scenario with or without blockchain technology support?When should the manufacturer introduce blockchain technology to provide online traceability products?What impact does the introduction of blockchain technology have on the manufacturer's sales model selection and balance results?It is hoped that it can guide manufacturers to make a reasonable choice of sales model and provide them with new insights. Aiming at the two-level supply chain composed of a manufacturer and an online platform,this paper considers the consumer market structure and the product information traceability,establishes the manufacturer-led resale model(the Stackelberg game)and the agent model of revenue sharing under two scenarios with or without blockchain technology,and studies the equilibrium strategy and optimal decision of sales model selection under these two scenarios.Finally,it explores the conditions of use of blockchain technology and its impact on supply chain sales model selection. The results of the study show that without the support of blockchain technology,the manufacturer should not blindly choose a sales model,which should be based on the specific situation.When the commission rate is low(high),the agent(resale)model can bring more profits to the manufacturer,and it should choose the agent(resale)model.With the support of blockchain technology,the commission rate is not the only determining factor for the sales model selection.Even if the commission rate is very low(high),the manufacturer does not always choose the agent(resale)model,and it is also affected by the blockchain cost coefficient.When the commission rate is low(high)and the blockchain cost coefficient is large,the manufacturer can achieve higher profits by adopting the agent(resale)model,and then the agent(resale)model is the best choice.Although blockchain can eliminate consumers' uncertainty about product information and improve the level of information traceability,it also increases the operating costs of the manufacturer.Whether the manufacturer introduces block-chain is determined by the blockchain cost coefficient and the proportion of information insensitive consumers.In the resale or agency model,when the blockchain cost coefficient is small(large)and the proportion of informa-tion insensitive consumers is large(small),the introduction of blockchain can enable the manufacturer to obtain more objective profits,so it should adopt blockchain at this time.Finally,the use of blockchain in either mode may not always be beneficial to the manufacturer and the platform.Whether blockchain can bring more profits to both depends on the blockchain cost coefficient and the proportion of information insensitive consumers.In the resale or agency model,when the blockchain cost coefficient is small(large)and the proportion of information insensitive consumers is large(small),the introduction of blockchain will increase the price and profit of both.关键词
销售模式选择/佣金率/信息敏感消费者/区块链技术Key words
sales mode selection/commission rate/information sensitive consumers/blockchain technology分类
管理科学引用本文复制引用
谭春桥,李文杰..考虑消费者市场结构基于区块链技术的线上渠道供应链销售模式选择研究[J].运筹与管理,2025,34(4):50-57,8.基金项目
国家自然科学基金资助项目(72371132,71971218) （72371132,71971218）
江苏省研究生科研与实践创新计划项目(SJCX22_0990) （SJCX22_0990）
