绿色产品“上链”决策与销售模式协同研究

doi:10.16381/j.cnki.issn1003-207x.2024.0496

摘要/Abstract

摘要：

考虑绿色产品以平台市场模式（marketplace mode）和转售模式（reselling mode）在电商平台上销售，且应用区块链技术（简称“上链”）可改善消费者的绿色信任度，根据绿色产品是否上链，在两种销售模式下建立4个博弈模型，探讨绿色产品制造商与电商平台的运营决策及上链决策。研究发现，平台市场模式下，上链决策使得绿色产品零售价格提高，电商平台市场服务费降低，绿色度和产品需求量也可能降低；转售模式下，上链决策不一定使得产品零售价格提高，制造商批发价、绿色度及产品需求量均可能降低。在区块链应用单位成本的作用下，转售模式中制造商与电商平台的上链条件均较平台市场模式更严苛，制造商比电商平台更不愿意上链。只有当区块链应用单位成本较低且消费者绿色偏好程度较高时，制造商与电商平台在两种销售模式下均愿意上链。平台市场模式下，上链对消费者剩余和社会福利的影响与消费者绿色偏好程度有关；转售模式下，则还与区块链应用单位成本有关。电商平台在上链前后总是更偏好于平台市场模式，同时，上链使得制造商有更大的可能性选择平台市场模式，故上链可促进销售模式协同。不论上链与否，平台市场模式都将比转售模式产生更多的消费者剩余和社会福利。

关键词: 绿色产品, 平台市场模式, 转售模式, 区块链

Abstract:

In order to facilitate the promotion of green products production and consumption， it aims to explore how green product firms should balance between the cost of blockchain adoption and uncertain short-term benefit， given that blockchain technology can be adopted to improve consumers’ belief on green products sold through e-commerce platforms. To do so， the coordination of blockchain adoption and sales mode （either marketplace mode or reselling mode） between the green product manufacturer and the e-commerce platform is studied. By considering whether or not blockchain technology is adopted， and whether the green products are sold through marketplace mode or reselling mode， four models are built and compared. The results are as follows. In the marketplace mode， as compared to the case where blockchain technology is not adopted， blockchain adoption leads to a higher retailing price， but the effort exerted by the manufacturer to improve the greenness of product and the demand of green products may decrease. Meanwhile， the e-commerce platform will ask for a lower service fee. In the reselling mode， adopting blockchain technology does not necessarily lead to increase of retailing price， and wholesale price， greenness effort and demand may also decrease. In the presence of blockchain cost per unit product， blockchain adoption is less likely to occur in reselling mode than marketplace mode， and the manufacturer is less likely to prefer blockchain technology than the e-commerce platform. Both parties in either sales mode will agree on blockchain adoption only if the unit cost of using blockchain is relatively low and the consumers’ sensitivity of green products is relatively high. In the marketplace mode the impact of blockchain adoption on consumer surplus and social welfare depends on consumers’ sensitivity of green products， while unit cost of using blockchain also plays a role in the reselling mode. Blockchain adoption will not affect the e-commerce platform’s preference on sales mode， but will make the manufacturer more likely to prefer marketplace mode， which indicates that adopting blockchain leads to a higher chance for both parties to achieve coordination of sales mode. Besides， no matter blockchain adoption occurs or not， marketplace mode generates more consumer surplus and social welfare than reselling mode. It sheds light on the literature from three aspects. （i） Considering that the e-commerce platform endogenously decides market service fee， this paper complements the study on sales mode by finding that， in the presence of blockchain adoption cost， marketplace mode still dominates reselling mode with respect to consumer surplus and social welfare. （ii） The model of green products production and consumption is constructed with factors like greenness belief， consumer sensitivity on greenness， blockchain adoption cost， which enriches the literature on green products. （iii） This paper helps to clarify how green technologies like blockchain affect firms’ production & operation decisions. The main managerial insight of this paper lies in that， marketplace mode is more likely to promote the adoption of blockchain on green products than reselling mode， and the e-commerce platform should play a major role in expediting the circulation of green products supported by green technologies.

Key words: green products, marketplace mode, reselling mode, blockchain

中图分类号:

F274

申笑宇,代莉. 绿色产品“上链”决策与销售模式协同研究[J]. 中国管理科学, 2026, 34(6): 344-355.

Xiaoyu Shen,Li Dai. Coordination of Blockchain Adoption and Sales Mode for Green Products[J]. Chinese Journal of Management Science, 2026, 34(6): 344-355.

图/表 5

表1

参数设置与含义"

参数	含义
$a$	绿色产品的潜在市场需求规模
$θ ˜$	消费者对绿色产品的信任度（简称绿色信任度）
$λ$	消费者绿色偏好程度
$β$	绿色产品的价格弹性系数
$t$	制造商投入绿色度的成本系数
$C b$	区块链单位成本
$q j$	绿色产品需求量， $j ∈ {A N, A B, R N, R B}$
$h j$	产品绿色度投入， $j ∈ {A N, A B, R N, R B}$
$w j$	绿色产品批发价格， $j ∈ {R N, R B}$
$ρ j$	每单位绿色产品的市场服务费， $j ∈ {A N, A B}$
$P i j$	绿色产品零售价格， $i = m$ 时 $j ∈ {A N, A B}$ ， $i = e$ 时 $j ∈ {R N, R B}$
$Π i j *$	企业最大利润， $j ∈ {A N, A B, R N, R B}$ ， $i ∈ {m, e}$
$Π c s j $ $Π j $	企业最优决策下的消费者剩余， $j ∈ {A N, A B, R N, R B}$ 企业最优决策下的社会福利， $j ∈ {A N, A B, R N, R B}$

表1

图1

图2

图3

图4

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