基于区块链信任机制的延保供应链决策优化

Warranty Extension Service Supply Chain Decision Optimization Based on Blockchain Trust Mechanism

延保服务供应链中消费者、制造商、零售商各自的利益目标存在冲突,导致相互之间的信任关系面临挑战。针对这一问题,考虑到区块链信任机制对于打消消费者在延保服务购买决策中的信任顾虑、构建延保供应链成员信任关系具有可行性,而区块链技术在提升消费者和企业间信任度的同时,也为企业带来额外的运营成本,为此构建基于区块链信任机制的延保供应链决策模型,分析延保供应链实施区块链的条件及实施区块链的策略。研究表明:(1)在技术价值目标下,存在一个最优的消费者信任度差,使制造商愿意实施区块链;在经济价值目标下,制造商考虑企业信任效用时更愿意实施区块链,而零售商则更愿意跟从制造商实施区块链。(2)未实施区块链下,消费者信任度与延保供应链策略呈反向影响关系;实施区块链后,消费者的信任度与延保服务价格、延保服务水平和延保供应链利润呈正向变化关系。研究结论为企业的延保供应链运营与决策提供参考。

The constantly innovating business format of the warranty extension service has broad development prospect,especially for the automobile,home appliance and digital product market.However,the warranty extension service involves a variety of participants,and is prone to problems such as excessive agent hierarchy,information asymmetry and inconsistent service standards,etc.At the same time,the conflict of interests between the customers,manufacturers and retailers in the warranty extension service supply chain will inevitably lead to distrust between the members.In this paper,in response to this problem,we first analyzed the trust mechanism of the blockchain technology,and takes"Qixiang Auto Insurance"as an example to explore the process of trust building between the customers,manufacturers and retailers in the warranty extension chain of the"public chain+alliance chain"structure.The study shows that the warranty extension chain trust mechanism based on"public chain+alliance chain"is highly feasible for dispelling consumers'scruples in the purchase of the warranty extension service and building trust between the customers(consumers),manufacturers and retailers.Secondly,despite the feasibility of the blockchain trust mechanism in dispelling distrust and building trust,it also brings additional operating costs to the parties.For this reason,we constructed a decision model of the warranty extension supply chain based on the blockchain trust mechanism,analyzed the conditions and strategies for implementing the blockchain technology in the warranty extension supply chain,and finally gave a case analysis.The results show that:(1)With economic value as the goal,the condition for implementing the blockchain technology is more lenient when the manufacturers consider the trust utility between the enterprises than otherwise.The conditions for the retailers to implement the blockchain technology are the most relaxed,that is,as long as the manufacturers can profit from implementing blockchain,the retailers will surely be profitable.(2)With technical value as the goal,when consumer trust difference is minor,the critical value for implementing the blockchain technology decreases with the increase of consumer trust;when consumer trust difference grows larger,the critical value for blockchain implementation will be positively correlated with consumer trust.At this time,there is an optimal consumer trust difference,which makes the conditions for the manufacturers'blockchain implementation the most relaxed.(3)Before blockchain implementation,consumer trust has an inverse relationship with the strategy of the warranty extension supply chain;after such implementation,consumer trust has a positive relationship with the price,service level and supply chain profit of the warranty extension service.(4)After blockchain implementation,the pricing of the warranty extension supply chain enterprises has an upward trend compared with before the implementation;in addition,when the consumer trust in the warranty extension service is below a certain level,the profits of the manufacturers and the retailers will be higher after than before the implementation.When the consumer trust in the warranty extension service is low,blockchain implementation is more conducive to the development of the enterprises involved.The research conclusions can provide strategy reference for enterprises in blockchain investment and warranty extension service supply chain operation.