Research On Supply Chain Pricing And Coordination Considering Blockchain Under Strategic Consumer Behavior

With the normalization of the epidemic,consumers are paying more and more attention to product quality,price and traceability information.The development of the Internet has enabled consumers to obtain information about product prices and quality more quickly,and the purchase channel has also diversified.At the same time,in order to optimize resource allocation and reduce inventory risks,companies tend to use marketing methods such as price account and disclosure strategy to attract consumers.Besides,more and more consumers choose to compare prices in different periods to pursue the utility maximization.In addition,as for the information asymmetry in the supply chain,the upstream and downstream of the supply chain are facing the situation of being in an information island.Therefore,the channel cost cannot be ignored.How to develop an effective pricing strategy,how to improve the efficiency of operation and whether blockchain can improve the way companies organize and collaborate.These questions have yet to be explored.Considering the behavior of strategic consumers,this paper studies the optimization of supply chain channel cost by blockchain and the pricing strategy of supply chain under blockchain.Therefore,we build a centralized decision-making model and a decentralized decision-making model to analyze the impacts of consumers’ behavior on supply chain performance.The impact of blockchain is described by comparing the differences in the optimal decision-making of the supply chain before and after the application of blockchain.And the effects of strategic consumer’s delay buying behavior on pricing decisions and supply chain performance are further verified through numerical simulation.The supply chain coordination approach is designed at last.The results show that,first of all,the application of blockchain has a certain applicable condition.When the economic parameter of investing in blockchain is at a low level,the application of blockchain can reduce the initial channel cost of the supply chain;otherwise,the supply chain is suggested not using blockchain.Secondly,after the application of blockchain:(1)consumers’ willingness under the centralized and decentralized decisions has both declined,and more consumers will choose to buy products in the first period;(2)under certain conditions,the sale prices of products in the two periods under the centralized and decentralized decisions have both increased;(3)demands in the two periods under the centralized and decentralized decisions have both increased;(4)the profits of retailers and manufacturers have both increased under the centralized and decentralized decisions,and the total profit of the supply chain under the decentralization is still lower than the centralization;(5)the wholesale price contract cannot achieve coordination under blockchain,but coordination can be achieved through revenue-sharing + transfer payment contract in some condition.Based on strategic consumer behavior,this paper introduces the channel cost in supply chain for the first time,and considers the impact of blockchain on supply chain pricing decision-making from the perspective of channel cost optimization.This paper not only considers the impact of blockchain on consumer utility in consumer decisionmaking,but expands the research perspective on consumer behavior and dynamic pricing.Besides,a combined contract is designed for the situation that the wholesale price contract cannot achieve supply chain coordination under blockchain.This paper introduces a transfer payment from manufacturer to retailer as an incentive to achieve supply chain coordination on the basis of the revenue-sharing contract.