区块链时代两级供应链的价格和产品质量决策

Zhongmiao Sun, Qi Xu, Baoli Shi
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引用次数: 5

摘要

频繁出现的假冒问题促使消费者要求监控整个供应链。具有防伪溯源功能的区块链技术的应用,可以提高产品信息的可靠性和真实性,消除消费者对产品质量的疑虑。此外,基于区块链技术的透明度,品牌供应商可以通过信息共享独立获取市场需求信息。本文引入消费者怀疑系数来说明区块链技术在供应链中的应用。考虑产品真伪验证和信息共享,研究了两级供应链在以下三种场景下的最优定价和产品质量决策:(1)无区块链技术,传统供应链,无信息共享(案例TN);(2)没有区块链技术,而是信息共享的传统供应链(案例TS);(3)基于区块链技术的供应链(案例BT)。我们发现,当消费者怀疑系数增大时,消费者对产品的真实性会产生有限的信任,从而影响零售商的最优决策和利润。通过比较几个案例的均衡结果,我们也发现,在没有区块链技术的分散渠道中,零售商的需求信息共享可能无法实现双赢。然而,在基于区块链技术的需求信息共享下,如果消费者怀疑系数超过一定的阈值,品牌供应商和零售商就可以实现双赢。此外,扩展模型表明,在集中式供应链中,无论市场需求状态如何,区块链技术始终可以提高产品质量和零售价格,优化供应链利润。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Price and Product Quality Decisions for a Two-Echelon Supply Chain in the Blockchain Era
Frequent problems of counterfeiting have spawned consumer demands to monitor the entire supply chain. The application of blockchain technology with anti-counterfeiting and traceability can improve the reliability and authenticity of product information and eliminate consumer doubts about product quality. Furthermore, based on the transparency of blockchain technology, brand suppliers can independently obtain the market demand information through information sharing. This paper introduces a consumer suspicion coefficient to illustrate the application of blockchain technology in the supply chain. Considering product authenticity verification and information sharing, we study the optimal pricing and product quality decisions in a two-level supply chain under the following three scenarios: (1) no blockchain technology, a traditional supply chain, and no information sharing (case TN); (2) no blockchain technology but a traditional supply chain with information sharing (case TS); and (3) a supply chain based on blockchain technology (case BT). We find that when the consumer suspicion coefficient increases, consumers will have limited faith in the authenticity of the product, which will affect the retailer’s optimal decision and profit. By comparing the equilibrium results of several cases, we also find that demand information sharing by the retailer may not achieve a win-win outcome in a decentralized channel in the absence of blockchain technology. Under demand information sharing based on blockchain technology, however, if the consumer suspicion coefficient exceeds a certain threshold, the brand supplier and retailer can achieve a win–win outcome. In addition, the extended models reveal that in a centralized supply chain, regardless of the state of market demand, blockchain technology can always improve product quality and retail price and optimize supply chain profit.
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