代销或转销?信息不对称下基于区块链的E-供应链鲁棒定价问题  

Agency Selling or Reselling?Robust Pricing in an E-supply Chain Based on Blockchain under Information Asymmetry

作　　者：张会敏 闫彦 侯福均[1] ZHANG Hui-min;YAN Yan;HOU Fu-jun(School of Management and Economics,Beijing Institute of Technology,Beijing 100081,China)

机构地区：[1]北京理工大学管理与经济学院,北京100081

出　　处：《系统工程》2024年第6期95-104,共10页Systems Engineering

基　　金：国家自然科学基金国际(地区)合作与交流重点项目(7211001013)。

摘　　要：以一个制造商和一个电子零售商组成的E-供应链(E-commerce supply chain)为研究对象,考虑到制造商和电子零售商之间关于产品质量水平和消费者价格敏感系数存在双边信息不对称,本文探究了信息不对称下基于区块链的E-供应链中的鲁棒定价和销售模式选择问题。通过建立信息不对称(不引入区块链)和信息对称(基于区块链的信息对称和传统信息对称)下不同销售模式的鲁棒决策模型,求解并对比均衡解。结果表明,在代销或转销模式下,区块链技术的引入使得销售价格、制造商和电子零售商的利润增大。在转销模式下,制造商在信息不对称下的利润低于传统信息对称下的利润,而电子零售商则恰好相反。另外,当佣金率适中时基于区块链的信息对称下的代销模式是制造商和电子零售商的最优策略。最后,本文给出数值分析,对所得的相关结论进行了验证和补充。Considering the asymmetry between product quality information and consumer price sensitivity information, this paper explores robust pricing and sales mode selection issues of a manufacturer and an e-tailer in an E-supply chain(E-commerce supply chain)based on blockchain under information asymmetry. Both manufacturers and e-tailers are assumed to be risk averse. The robust game models of different sales modes with information asymmetry(without adopting blockchain technology) and information symmetry(information symmetry based on blockchain and traditional information symmetry) are established respectively, and the corresponding equilibrium outcomes are obtained and compared. The results show that the optimal sales price, the manufacturer's and the e-tailer's profits increase with the adoption of blockchain technology no matter in agency selling or reselling. And under reselling mode, the manufacturer gains less profit under information asymmetry than that under traditional information symmetry, while the e-tailer is just the opposite. In addition, agency selling under information symmetry based on blockchain is the optimal strategy for the manufacturer and the e-tailer when the commission rate is moderate. Finally, numerical analysis is given to supplement and verify the relevant conclusions.

关 键 词：E-供应链 销售模式 区块链技术 信息不对称 鲁棒定价 

分 类 号：F274[经济管理—企业管理]