区块链采纳背景下平台模式与市场主导权对电商供应链决策的影响研究

万娜娜, 范建昌, 吴晓志, 杜娟

北京交通大学学报(社会科学版) ›› 2025, Vol. 24 ›› Issue (3) : 97-106.

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北京交通大学学报(社会科学版) ›› 2025, Vol. 24 ›› Issue (3) : 97-106.
物流研究

区块链采纳背景下平台模式与市场主导权对电商供应链决策的影响研究

  • 万娜娜1, 范建昌2, 吴晓志3, 杜娟1
作者信息 +

The Impact of Platform Models and Market Dominance on E-Commerce Supply Chain Decisions under Blockchain Adoption

  • WAN Na-na1, FAN Jian-chang2, WU Xiao-zhi3, DU Juan1
Author information +
文章历史 +

摘要

区块链技术因其出色的防伪溯源能力在电商供应链中被广泛应用,但平台模式和市场主导权的改变会对电商企业如何采纳区块链技术产生显著影响。本文针对转售和代理两种平台模式,基于博弈理论研究制造商主导和平台主导两种情形下电商供应链最优定价和上下游区块链数据采集节点部署策略。研究发现:在转售平台模式下,制造商和电商平台掌握市场主导权时能获得更多的利润。在代理平台模式下,制造商和电商平台不掌握市场主导权时能获得更多的利润。两种主导情形下代理平台模式均对制造商更有利,而制造商主导情形下平台佣金率较低(高)时转售(代理)平台模式对电商平台更有利,平台主导情形下转售平台模式对电商平台更有利。制造商倾向选择代理平台模式和平台主导情形的组合,而电商平台倾向选择转售平台模式和平台主导情形的组合。因此,在区块链技术采纳背景下,电商企业在选择是否争取市场主导权时应充分考虑不同平台模式的影响;在选择平台模式时应充分考虑不同市场主导权的影响;电商企业投入区块链技术时应充分考虑平台模式和市场主导权结构的交互性影响。

Abstract

Blockchain technology is widely adopted in the e-commerce supply chain due to its excellent anti-counterfeiting and traceability capabilities. However, changes in platform models and market dominance will significantly affect how e-commerce enterprises adopt blockchain technology. Focusing on reselling and agency platform modes, this paper studies the optimal pricing and upstream-downstream blockchain data collection node deployment strategies in the e-commerce supply chain under manufacturer-dominated and platform-dominated scenarios based on game theory. The results show that manufacturers and e-commerce platforms can obtain more profits when they hold market dominance under the resale platform model and do not hold market dominance under the agency platform model. Under both manufacturer-dominated and platform-dominated scenarios, the agency platform model is more beneficial to manufacturers. In the manufacturer-dominated scenario, when the platform commission rate is low, the reselling platform model is more favorable to the e-commerce platform; when the commission rate is high, the agency platform model is more beneficial to the e-commerce platform. In the platform-dominated scenario, the reselling platform model is more favorable to the e-commerce platform. Manufacturers tend to choose the combination of the agency platform model and the platform-dominated scenario, while e-commerce platforms tend to select the combination of the reselling platform model and the platform-dominated scenario. Therefore, in the context of blockchain technology adoption, e-commerce enterprises should fully consider the impact of different platform models when deciding whether to strive for market dominance, and the influence of different market dominance when choosing platform models; they should adequately consider the interactive impact of platform models and market dominance structures when investing in blockchain technology.

关键词

区块链技术 / 电商供应链 / 平台模式 / 市场主导权

Key words

blockchain technology / e-commerce supply chain / platform model / market dominance

引用本文

导出引用
万娜娜, 范建昌, 吴晓志, 杜娟. 区块链采纳背景下平台模式与市场主导权对电商供应链决策的影响研究[J]. 北京交通大学学报(社会科学版). 2025, 24(3): 97-106
WAN Na-na, FAN Jian-chang, WU Xiao-zhi, DU Juan. The Impact of Platform Models and Market Dominance on E-Commerce Supply Chain Decisions under Blockchain Adoption[J]. Journal of Beijing Jiaotong University(Social Sciences Edition). 2025, 24(3): 97-106
中图分类号: F724.6    TP311.13   

参考文献

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基金

四川省自然科学基金项目“不同服务提供模式下电商供应链运作决策与协调机制研究”(2023NSFSC1017);国家自然科学基金项目“通货膨胀环境下基于期权合同的供应链运营决策和双边协调”(71802168);教育部人文社会科学研究项目“考虑通货膨胀和期权合同的供应链决策优化与协调机制研究”(18YJC630165);国家自然科学基金项目“基于产品责任与追溯视角的工业化食品供应链运作决策研究”(72002094);教育部人文社会科学研究项目“资金约束下供应链绿色运营决策与外部融资决策研究”(20YJC630020);国家自然科学基金项目“供应链视角下外向型企业的汇率风险管理策略研究”(72101219);广东省哲学社会科学规划项目“政府价格规制下医药供应链应对突发事件的优化策略研究”(GD23CGL03)。

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