Pricing and Blockchain Adoption Game Modeling of Agricultural Supply Chains under Retail Competition
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.
万方数据
维普
