Research On Pricing Decision Of Dual-channel Supply Chain Of New Energy Vehicles Considering The Influence Of Blockchain Technology

Energy has always been the key to national development and the rise and fall of the industry.New energy vehicles,which represent the future of the automobile industry,are of self-evident importance as an important force to promote the transformation and upgrading of the automobile industry.This paper takes the rapidly developing supply chain of new energy vehicles as the starting point,takes the growing e-commerce industry as the carrier,takes the intervention of blockchain technology as the condition,refines the mode of ecommerce’s involvement in the sales activities of new energy vehicles,and draws on the previous research on the pricing decision of dual-channel supply chain.With the consideration of consumers’ channel preferences and the sensitivity coefficient of factors related to the purchase of new energy vehicles,the pricing decision of dual-channel supply chain of new energy vehicles is studied from a new perspective,so as to provide ideas and methods for the development of sales channels and channel pricing of new energy vehicles.At the same time,by comparing the differences between different business models in pricing and income,we can find a more stable and more advantageous operation model.In this paper,a Stackelberg three-stage game model was established with game theory,and Mtalab software was used for numerical simulation.At the same time,Shapley value method was used to redistribute the overall income.The main research content included the influence of consumer channel preference and sensitivity coefficient on the pricing and income of the dual-channel supply chain of new energy vehicles.Comparative analysis of e-commerce consignment model and e-commerce distribution model;Comparative analysis of patterns with or without blockchain technology addition;And the comparative analysis of centralized decision making and decentralized decision making.It is found that for the dual-channel supply chain of new energy vehicles,offline dealers are in a disadvantageous position in decision-making under the e-commerce commission mode,and most pricing decisions will lead to losses.The service fee ratio of e-commerce commission sales must be controlled at about 10%,otherwise the market will be unbalanced.However,the ecommerce distribution model will be improved.Compared with the e-commerce commission distribution model,whether it has access to blockchain technology or not,the e-commerce distribution model has the advantages of low price and high yield.However,the high cost of building the blockchain platform will lead to the increase of the wholesale price and sales price of automobiles.In the e-commerce consignment mode,although the adoption of centralized decision-making access to blockchain technology can bring the increase of the total revenue of the supply chain,it cannot guarantee the increase of the individual revenue of the supply chain members.In the e-commerce distribution mode,the adoption of centralized decision-making can well avoid the income problem and achieve the win-win effect of the positive growth of the overall revenue of the supply chain and the individual revenue of the members.Through the study of this paper,it is of great significance for the supply chain of new energy vehicles to choose an appropriate business model in the process of gradually increasing the proportion of sales through online channels and to achieve a good balance between online and offline pricing.At the same time,by comparing the pricing of cars before and after the embedding of blockchain technology and the income gap of chain members,this paper provides a reference for choosing the right time for the supply chain of new energy vehicles to invest in blockchain technology to improve the transparency of the industry and increase the trust of consumers.Finally,by analyzing the differences between centralized decision-making and decentralized decision-making,this paper provides references for new energy vehicle manufacturers,offline dealers and online e-commerce platforms to better coordinate income distribution,concentrate on optimizing supply chain strength and improve competitiveness.