零售竞争下农产品供应链的定价与区块链采用博弈模型

Pricing and Blockchain Adoption Game Modeling of Agricultural Supply Chains under Retail Competition

本文考虑由供应商、第三方物流(3PL)和两个品牌知名度不同的竞争性零售商组成的三级生鲜农产品供应链,其中,供应商与3PL在冷链和产品溯源上深度合作,共建区块链平台,而零售商可以选择是否采用该区块链平台来实现其订购产品的可追溯性和透明性。本文基于博弈论研究零售竞争下区块链采用策略与其对供应链成员保鲜努力水平和定价决策的影响。研究表明,仅当3PL的运费较低时,零售商采用区块链会促使3PL提高努力水平。低知名度零售商倾向于不采用区块链,但若其知名度在中等以上水平时将转而倾向于采用区块链。零售商之间的竞争强度影响着供应链成员的策略选择,当竞争强度较低时,某个零售商单独采用区块链对其自身最有利,而当竞争强度较高时,双方都采用区块链会促成“多赢”的局面。研究结论为农产品供应链管理和零售竞争下区块链溯源策略提供有益的见解。

This paper considers a three-tier fresh agricultural supply chain comprising suppliers,third-party logistics(3PL),and two competitive retailers with varying brand familiarity.In this supply chain,suppliers and 3PL collaborate deeply on cold chain logistics and product traceability,co-building a blockchain platform.Retailers have the option to decide whether to adopt this blockchain platform for achieving traceability and transparency in their product orders.Based on game theory,this paper investigates the adoption strategies of blockchain in the context of retail competition and its impact on the freshness efforts and pricing decisions of supply chain members.The study shows that the adoption of blockchain by the retailer induces the 3PL to increase its effort level only when the freight rate of the 3PL is low.Retailers with low brand awareness tend to avoid adopting blockchain,but they are more inclined to adopt it when their awareness is at a moderate level or above.The intensity of competition among retailers influences the strategic choices of supply chain members.In situations of low competition intensity,a retailer adopting blockchain individually is most beneficial for itself.Conversely,in high competition intensity scenarios,both retailers adopting blockchain can lead to a“win-win”situation.The findings provide useful insights into agricultural supply chain management and blockchain traceability strategies in the context of retail competition.