| In recent years,e-commerce platforms have gradually become an important part of the consumption of many customer groups through innovations and changes in technology,business processes and models.However,frequent incidents of food infections and product counterfeiting have gradually exposed the inadequacy of e-commerce platforms and their supply chains in building trust mechanisms.As one of the new technologies actively encouraged and advocated by the government,with its advantages of tamper-proof,traceability and open and transparent data,blockchain technology has given a strong impetus to platform operations and supply chain management.Taking e-commerce platforms as an entry point,this paper discusses the dynamic strategy formulation and sales mode selection of e-commerce platforms under blockchain traceability based on multiple perspectives.From the prediction perspective of blockchain technology,this paper explores the impact of the prediction about technology application on the operational decision,profit level and coordination mechanism of enterprises.Secondly,the benefits and costs brought about by blockchain technology before and after its application are portrayed based on differential game theory,and the conditions under which blockchain technology can be applied as a technological advantage in an environment where competition exists between supply chains are explored.Meanwhile,the changes and impacts caused by the application of blockchain technology by examining the optimal decisions,profits and sales patterns of e-commerce platforms in both the traditional and new technological environments are analyzed.Finally,based on real-life operations where blockchain technology has been successfully applied to fresh food traceability,it explores how e-commerce platforms can sell fresh food to achieve the economic goal of maximizing profits in the face of pressure from traditional sales channels.Through the analysis,the following conclusions are drawn.Firstly,anticipating the application of future technologies,the manufacturer and ecommerce platform will increase their R&D efforts and traceability investments prior to application based on the increased likelihood of success and the enhancement rate.At the same time,the prediction of the technology will change the mechanism of cooperation between upstream and downstream companies.With blockchain technology,if a manufacturer’s marginal profit increases more than that of the e-commerce platform,then the manufacturer’s willingness to share in the platform’s traceability costs will increase,and the effect of this cost-sharing contract on profit improvement will rise.Secondly,fierce competition can lead to increased a retail price for products and incentivize the supplier and the e-commerce platform to invest more in product trust and service quality,thus driving economic growth across the supply chain and even the e-tailing industry.In addition,blockchain technology does not always benefit the economic development of the platform and its upstream business due to cost and condition constraints.However,due to competition-induced interactions,blockchain technology can have positive spillover effects,which in turn can bring additional benefits to competitors that have not adopted the technology.Thirdly,the introduction of blockchain technology has not had a significant impact on the platform’s sales model,despite the fact that it will lead to changes in internal corporate decision-making.When competition exists between supply chains,the business model of competitors,the intensity of competition between chains and the size of the rate that can be set under the agency selling mode are key to the platform’s choice of sales mode.In the fresh food sector,where there is channel competition,in addition to the above factors,platforms need to focus on the wholesale price of the fresh food itself so that they can select the most appropriate sales model for fresh food. |
