区块链溯源服务投入对生鲜供应链定价的影响

Impact of Blockchain Traceability Service Investment on Fresh Food Supply Chain Pricing

为研究生鲜供应链投资区块链溯源服务后如何定价才能获得更多收益,选取一个生鲜产品生产商和零售商组成的供应链为研究对象,考虑生鲜产品可追溯性和新鲜度的变化修正需求函数,并基于博弈理论,构建了四种收益模型。比较各模型下供应链的收益,提出应用价格折扣和收益共享契约实现采用区块链溯源服务后的供应链协调。结果表明:一定条件下,价格折扣和收益共享契约可以刺激生产商和零售商的投资积极性,实现供应链协调;区块链溯源服务水平对生产商和零售商的定价策略影响敏感度与收益共享系数有关;生产商和零售商的最优定价、最优收益和感知新鲜度信息可信度与区块链溯源服务水平密切相关。供应链决策者投资区块链溯源服务后,可以通过提升感知新鲜度信息可信度提高收益。

In order to study how to set the price to secure more revenue after an investment in blockchain traceability services is made in a fresh supply chain, and with a supply chain composing of a fresh product manufacturer and a retailer as the research object, we modified the demand function of the supply chain considering the traceability and perishability of fresh products. Based on the game theory, we established four revenue models. By comparing the revenue of the supply chain under each model, we proposed to apply the price discount and revenue sharing contract to coordinate the supply chain after the blockchain traceability service is implemented. The result showed that:under a certain condition, the price discount and revenue sharing contract could stimulate the investment enthusiasm of the manufacturer and the retailer and thus realize supply chain coordination;the sensitivity of the influence of the level of blockchain traceability service on the pricing strategy of the manufacturer and the retailer was related to the revenue sharing coefficient;the optimal pricing, optimal revenue, and perceived freshness information credibility of the manufacturer and the retailer were closely related to the level of blockchain traceability service. After investing in the blockchain traceability service, the supply chain decision maker can increase overall revenue by improving the credibility of perceived freshness information.