基于区块链的品牌企业延保服务供应链决策优化研究
武汉纺织大学, 管理学院, 湖北武汉 30200
| 摘 要： | 区块链应用对品牌企业延保服务供应链的决策具有重要的影响。文章通过构建制造商作为领导者，零售商作为追随者的两条延保服务供应链结构模型，应用Stackelberg博弈方法，研究存在品牌竞争时区块链技术采用策略。研究表明供应链中制造商和零售商利润与消费者对产品品牌估值和产品质量有关，一定条件下，产品品牌估值越大，供应链中制造商和零售商利润越高，但品牌估值过大会增加投资，而忽略了产品的技术创新、质量改进和服务等，反而会使制造商利润受损；两条延保服务供应链中一方先采用区块链技术可以促使供应链成员利润增加，所以对于面临品牌竞争的的企业来说，可以先于竞争对手采用区块链技术；当两条延保服务供应链都采用区块链技术，品牌估值和产品质量高的企业，其制造商和零售商利润会增加，但对于品牌估值和产品质量水平都低于竞争对手的企业来说，如果采用都采用区块链技术则会使供应链中的制造商和零售商利润都降低。 |
| 关 键 词： | 区块链; 品牌竞争; 延保服务; 供应链 |
| DOI： | 10.57237/j.wjmst.2023.02.003 |
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收稿日期: 2023-04-12
接受日期: 2023-05-23
在线出版日期: 2023-07-24
Research on the Decision-Making of Blockchain in the Extended Warranty Service Supply Chain of Brand Competition
School of Management, Wuhan Textile University, Wuhan 30200, China
| Abstract: | Blockchain applications have an important impact on the decision making of branded companies' extended warranty service supply chains. The article investigates the adoption strategy of blockchain technology in the presence of brand competition by constructing a structural model of two extended warranty service supply chains with manufacturers as leaders and retailers as followers, and applying the Stackelberg game approach. The study shows that the profits of manufacturers and retailers in the supply chain are related to consumers' valuation of product brands and product quality, and the greater the valuation of product brands, the higher the profits of manufacturers and retailers in the supply chain. The adoption of blockchain technology by one of the two extended warranty service supply chains can lead to increased profits for supply chain members, so for companies facing brand competition, they can adopt blockchain technology before their competitors; when both extended warranty service supply chains adopt blockchain technology, the company with high brand valuation and product quality will see increased profits for manufacturers and retailers, but for companies with lower brand valuation and product quality than their competitors, adopting blockchain technology for both companies will lead to increased profits for manufacturers and retailers. The adoption of blockchain technology will result in lower profits for both manufacturers and retailers in the supply chain, companies, manufacturers and retailers with high product valuation and product quality will increase profits. |
| Keywords: | Blockchain; Brand Competition; Extended Warranty Service; Supply Chain |
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