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。

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.