Research On Enterprises’ Blockchain Adoption And Operation Strategies In The Online Sales Environment

The rapid development of e-commerce not only provides consumers with a convenient shopping mode,but also creates a favorable environment for enterprises to sell online.The online sales mode not only brings huge commercial profits to enterprises,but also profoundly affects the operation strategies of enterprises(e.g.,distribution channel selection,demand information sharing,and ordering strategies).However,the online sales mode also makes some problems(e.g.,rampant counterfeits,false propaganda,and data falsification,etc.)worse.To solve the above problems,enterprises have tried various technologies and means,but traditional technologies and means are either very complicated and difficult to implement or not so reliable that key product information may still be maliciously tampered with,which makes consumers no longer fully believe the product information disclosed by enterprises.Fortunately,due to a series of technical characteristics,blockchain technology can provide an efficient and reliable solution for disclosing product information(e.g.,the authenticity and quality of products).Therefore,in recent years,blockchain technology has been widely used in various industries and fields(e.g.,anti-counterfeiting,carbon footprint traceability,and product quality traceability,etc.).In fact,an enterprise’s blockchain adoption strategy is not only directly influenced by its own operation strategies(e.g.,distribution channel selection)or other enterprises’ blockchain adoption and operation strategies(e.g.,demand information sharing strategy),but may also be affected by some objective factors(e.g.,the application fields and uses of blockchain technology,and the enterprises’ risk attitude and decision rationality,etc.).Simultaneously,the adoption and use of blockchain technology may affect the existing operation modes and strategies of enterprises,namely,there may be subtle and interesting interactions between the blockchain adoption strategy and other operation strategies of enterprises.Based on this fact,this dissertation explores the issues related to enterprises’ blockchain adoption and operation strategies in the online sales environment.The main research contents of this dissertation are summarized as follows:Firstly,the blockchain adoption and distribution channel selection strategies in the online sales environment are studied.This dissertation develops Stackelberg and Stackelberg-Nash game models to explore the optimal blockchain adoption and distribution channel selection strategies of an enterprise in the online sales environment,analyzes the interplay between these two strategies of the enterprise in combating deceptive and non-deceptive counterfeits,and examines the impact of this interaction on consumer surplus and social welfare.Subsequently,some model assumptions of this dissertation are relaxed to consider the presence of the dual-channel sales mode,risk-averse consumers and expert consumers.Finally,the results obtained in this dissertation are checked by numerical analysis.Secondly,the blockchain adoption and demand information sharing strategies in the environment of online sales and carbon emission reduction are studied.This dissertation develops Stackelberg game models based on the mean-variance theory to explore the optimal blockchain adoption and demand information sharing strategies of risk-averse supply chain members,analyzes the interplay between these two strategies of supply chain members in reducing carbon emissions,and examines the impacts of this interaction and the risk attitude of supply chain members on consumer surplus and social welfare.Subsequently,some model assumptions in this dissertation are relaxed to consider the presence of overconfident manufacturers and privacy-concerned consumers.Finally,the key parameters affecting the optimal decisions and the results obtained in this dissertation are obtained or verified by numerical analysis.Thirdly,the blockchain adoption strategy and its evolution in the environment of online sales and product quality traceability are studied.This dissertation combines signal game models and evolutionary game models to explore the blockchain adoption strategy of duopoly enterprises and its evolution in the environment of online sales and product quality traceability,and analyzes the effect of the presence of loyal consumers and government subsidy policies on the blockchain adoption strategy and its evolution equilibrium results.Lastly,the product information disclosure and ordering strategies in the environment of online sales and blockchain technology support are studied.This dissertation combines newsvendor models and Stackelberg-Nash game models to explore the optimal product information disclosure and ordering strategies of luxury supply chain members in the environment of online sales and blockchain technology support,and analyzes the impacts of the manufacturer’s distribution modes on supply chain members’ optimal strategies and profits.Subsequently,some model assumptions in this dissertation are relaxed to consider the presence of multiple competing retailers and fairness-concerned retailers in the luxury market.Finally,the results obtained in this dissertation are checked and illustrated by numerical analysis.