Research On Optimal Decision-making In Dual-Channel Supply Chain Of Fresh Agri-product By Applying Blockchain

Influenced by the new crown epidemic and the rapid development of e-commerce platforms,the traditional offline retail mode of fresh agricultural products is gradually transformed into a dual-channel parallel.The limitations of traditional information technology and centralized mechanism have led to the problems of opaque information,low circulation efficiency and poor security of agricultural products,which have reduced consumers’ desire to purchase and caused the loss of enterprise profits.The decentralization and smart contract features of blockchain can monitor the whole process of fresh agricultural products circulation in real time,improve automation efficiency,shorten transaction time,make up for the shortcomings of traditional information technology,and solve the problems of poor security and low circulation efficiency of fresh agricultural products.In this context,based on the information traceability and smart contract technology of blockchain,this paper takes the improvement of transparency and circulation efficiency of supply chain management and the reduction of circulation loss as the practical research base,and focuses on the dynamic coupling of economic benefits and cost increase brought by the improvement of circulation time by blockchain.For the secondary fresh produce supply chain consisting of a single supplier and a dual-channel retailer,a dual-channel supply chain decisionmaking and cost-sharing model is constructed before and after blockchain application respectively,and the effects of different channel shares and price sensitivity coefficients among the dual channels on the blockchain application conditions are discussed,and the decisionmaking regions and optimal decision-making points are identified.Finally,numerical simulation and sensitivity analysis of key parameters are used to verify the rationality of the theoretical model,in order to provide constructive guidance for optimal decision making in dual-channel fresh produce supply chain.The research results show that:（1）the application of blockchain technology improves the product unit revenue,while bringing the technology cost investment,and the dual-channel market demand increases when the technology application benefit is higher than the cost.（2）Suppliers passively bear part of the variable costs in the game.When the technology gain is higher than part of the cost borne by the supplier,the supplier’s profit is improved.When both costs are below the dual cost threshold,the retailer’s profit improves.（3）The difference of the share between channels is concave correlation with the system profit,and the price elasticity is positive correlation with the system profit,forming a benign competition between channels.（4）The introduction of price correction coefficients enables technology cost sharing by adjusting the profit levels of both suppliers and sellers.At the same time,the supplier’s "free-riding"behavior enjoys the gain brought by blockchain technology,realizing a two-way gain.（5）When the supplier’s supply price reduction level is maintained in the core area,the greater the interchannel share difference and the inter-channel price elasticity coefficient,the higher the supply chain system gains.Pareto improvement can be achieved within this zone,and the optimal decision condition is when the blockchain investment condition is zero,at which time the optimal decision is achieved.Fresh produce retailers and suppliers can adopt blockchain gain assessment and cost prediction to explore the blockchain implementation conditions.On the one hand,large retailers can adopt blockchain and other emerging technologies to consolidate their corporate image and increase their credibility when formulating marketing strategies;on the other hand,they can take into account the healthy competition between dual channels and drive the development of other channels by expanding the advantages of one channel.