摘要
基于忠诚顾客和一般顾客对品牌产品真伪的辨识需求,考虑区块链技术对辨识产品真伪的时间成本和验证效果等,研究区块链技术驱动下的供应链最优定价问题,分别建立传统模式和区块链技术下的供应链分散决策和集中决策模型,利用博弈理论求解并分析模型的均衡解。研究发现:只有当供应链系统满足某一临界条件时,品牌零售商投入区块链才是有利的;并且区块链的投入减弱了供应链成员盈利对忠诚顾客的依赖;此外,虽然区块链的实施会增加产品的最优批发价格和销售价格,且忠诚顾客需求会减小,但一般顾客需求和顾客总需求反而会增大。
Based on the identification needs of loyal customers and general customers for the authenticity of brand products,this study considers the time costs and verification effect of blockchain technology to identify the authenticity of products,the optimal pricing problem of supply chain driven by blockchain technology.The decentralized and centralized decision models for the supply chain under the traditional model and blockchain technology are established respectively.The equilibrium solution of the model is solved and analyzed by game theory.The results show that only when the supply chain system meets a certain critical condition,the use of blockchain technology is advantageous.And,the use of blockchain weakens the dependence of supply chain members on loyal customers.In addition,although the implementation of blockchain will increase the optimal wholesale price and sales price of products and the demand of loyal customers will decrease,the general customers’demand and total customers’demand will increase.
作者
孙中苗
徐琪
史保莉
SUN Zhongmiao;XU Qi;SHI Baoli(Donghua University,Shanghai,China)
出处
《管理学报》
CSSCI
北大核心
2021年第9期1382-1391,共10页
Chinese Journal of Management
基金
国家自然科学基金资助重点项目(71832001)
上海市2020年度“科技创新行动计划”软科学重点资助项目(20692104100)
中央高校基本科研业务费专项资金
东华大学研究生创新基金资助项目(CUSF-DH-D-2021062)。
关键词
区块链技术
忠诚顾客
产品真实性
定价决策
blockchain technology
loyal customer
product authenticity
pricing decisions
