区块链技术下考虑公平关切的竞争性供应链定价及协调策略

Competitive Supply Chain Pricing and Coordination Strategies Considering Fairness Concerns under Blockchain Technology

为探究区块链技术背景下竞争性供应链的最优决策,考虑由两个具有竞争性制造商和一个零售商组成的二级供应链,其中制造商均具有双向公平关切行为,讨论供应链的最优定价及协调策略。研究发现:制造商的横向和纵向公平关切行为对供应链上下游利润的影响趋势相反,过度的公平关切行为会损害供应链的利润;企业需要根据消费者对产品真实的敏感性高低来选择是否引入区块链技术;在区块链技术普及率较低时,消费者会以较低的价格购买到区块链技术支持的产品,该产品需要以低价优势打开市场;收益共享契约和两部定价契约都能使供应链达到协调状态,而两部定价契约的适配性更好。

In order to investigate the optimal decision-making of competitive supply chains in the context of blockchain technology,a secondary supply chain consisting of two competing manufacturers and a retailer,in which the manufacturers all have bi-directional fairness concern behaviors,is considered,and the optimal pricing and coordination strategies of the supply chain are discussed.The research finds:the horizontal and vertical fair concern behaviors of manufacturers have opposite trends in affecting the profits of the upstream and downstream of the supply chain,and excessive fair concern behaviors can harm the profits of the supply chain;companies need to choose whether or not to introduce blockchain technology based on the level of consumer sensitivity to the truth of the product;when the penetration of blockchain technology is low,consumers buy blockchain technology-supported products at a lower price,and the product needs to open the market with a low price advantage;both the revenue sharing contract and the two-part pricing contract can bring the supply chain to a coordinated state,while the two-part pricing contract has a better fit.