Research On Pricing Decision Model Of Fresh Dual-Channel Supply Chain Based On Blockchain And Consumer Green Preference

With the continued development of internet technology,more and more companies are finding that the traditional offline single-channel sales model no longer meets the actual demand.At the same time,in the fresh food supply chain sector,the fresh food sales market has seen the emergence of online fresh food sales companies with great potential for development,expanding the market share of online fresh food sales,thus promoting the continuous development of the dual-channel sales model of online and offline fresh food products.Consumers have awakened to green consciousness due to their surroundings and other influences,and their green consumption philosophy has influenced the green food industry in China,as well as the traditional fresh produce sales industry,with consumer green preferences becoming an important factor influencing decisions in the fresh produce sales industry.At the same time,the fresh produce traceability field lacks a set of perfect traceability system for products on sale,the information of fresh produce is not transparent and the quality of products affects consumers’ willingness to shop.The fresh produce industry needs to be empowered with blockchain technology to achieve quality traceability of fresh produce.Based on existing supply chain studies,this paper systematically combs and summarizes domestic and foreign studies on fresh dual-channel supply chain,consumer green preference related studies and blockchain technology application in supply chain.According to the characteristics of fresh dual-channel supply chain,the green preference coefficient of consumers is introduced into the model study of fresh dual-channel supply chain.A dualchannel fresh supply chain consisting of a wholesaler and a retailer considering consumers’ green preference is constructed.The optimal price,sales volume and profit of the model are obtained respectively from the centralized and decentralized decision-making models.Through the analysis of the model results,Discuss the influence of the market share of retailers before the introduction of blockchain technology and the green preference coefficient of consumers on the pricing of supply chain.On the basis of the fresh dual-channel supply chain considering consumers’ green preference,blockchain technology is introduced to realize the traceability of fresh products,and a fresh dual-channel supply chain considering consumers’ green preference and blockchain technology is constructed.The optimal price,the optimal sales volume and the optimal profit are obtained respectively in the centralized and decentralized decision-making models.By comparing the optimal price and sales volume after the introduction of blockchain technology with the price and sales volume before the introduction of blockchain technology,this paper studies the market share of retailers in the supply chain,the green preference coefficient of consumers and the influence of supply chain cost on the price and sales volume in the supply chain.Subsequently,numerical simulation was conducted to explore the impact of retailers’ market share,consumers’ green preference coefficient and blockchain introduction cost on the price,sales volume and profit of fresh supply chain.The study found that in the dual-channel fresh supply chain before the introduction of blockchain technology,in the centralized decision model and decentralized decision model,the increase of retailers’ market share increases retailers’ offline retail prices and retailers’ sales,and decreases wholesalers’ wholesale prices,online direct sales prices and wholesalers’ sales.The green preference coefficient of consumers has a negative impact on retailers’ offline retail prices,wholesalers’ wholesale prices,online direct selling prices and wholesalers’ and retailers’ sales volume.At this time,the supply chain profits are affected by consumers’ green preference and show a downward trend.After the introduction of blockchain technology into the fresh dual-channel model,the increase of retailers’ market share increases retailers’ offline retail prices and retailers’ sales volume,which has a negative impact on wholesaler wholesale prices,online direct sales prices and wholesaler sales.In the green preference coefficient of consumers,The sensitivity coefficient of consumer to test time has a negative impact on retailers’ offline retail prices,wholesalers’ wholesale prices,online direct sales prices and wholesalers’ and retailers’ sales volume.However,compared with the model before the introduction of blockchain technology,their decline will be significantly reduced.At this time,after the introduction of blockchain technology,the sensitivity coefficient of consumers to the non-green products tested on fresh products will no longer affect the price,sales volume and profit.After the introduction of blockchain technology,the increase of the cost allocation ratio of wholesalers’ blockchain technology will increase wholesalers’ wholesale prices,online direct sales prices and retailers’ sales volume,while decrease wholesalers’ online retail prices and wholesalers’ online sales volume.The increase of blockchain technology cost will have a negative impact on prices and sales volume in the fresh supply chain.However,on the whole,the profit of supply chain after the introduction of blockchain technology is higher than that before the introduction of blockchain technology,and the introduction of blockchain technology has a favorable impact on the supply chain of fresh products.