| With the advent of the Internet era,cross-border e-commerce has become an important hub to facilitate international trade exchanges in today’s digital economy.In recent years,the world public health events,international trade conflicts,but in multiple policy support,overseas warehouse stocking and blockchain technology empowerment,cross-border e-commerce is still in a difficult environment to maintain the growth trend,has become the main grip to boost the transformation and upgrading of China’s foreign trade.Cross-border logistics and product authenticity are the two key factors affecting the development of cross-border e-commerce.On the one hand,overseas warehouses provide a new cross-border logistics model,which can effectively solve the pain points of cross-border logistics system,but due to the dominant position of exporters and cross-border e-commerce platforms in the cross-border supply chain,the discourse of overseas warehouses is greatly restricted and the pricing is not reasonable enough.On the other hand,the cross-border e-commerce industry chain is long and complex,with more links,and product quality is more difficult to guarantee.Many cross-border ecommerce decision makers have adopted blockchain technology to solve the problem of consumers’ sensitivity to product authenticity,but the contradiction between cost and benefit of citing blockchain technology top need to be solved.Therefore,it is more relevant to incorporate blockchain technology into the cross-border supply chain system and examine its application value and the pricing problem of each member of the supply chain under different power structures.Therefore,this paper incorporates consumers’ sensitivity to product authenticity into the cross-border supply chain system,studies the impact on the decision-making behavior of cross-border e-commerce exporters(manufacturers by default)and thirdparty overseas warehouse service providers and the overall operation of the crossborder supply chain,applies game theory methods,analyzes the decision-making methods of supply chain members under different power structures,and finds the optimal pricing decision by constructing a profit function and solving optimally;at the same time,comparing supply chain members and total supply chain profit differentials under different power structures to measure the value of block-chain technology applications.First of all,combining the different decision-making status and order of different decision makers in the cross-border supply chain,we build three types of power structures: third-party overseas warehouse dominant,exporter dominant and power equilibrium,and under each power structure,we consider the two cases of whether to adopt blockchain or not,and establish the Stackelberg game model and find the optimal decision result by the optimal solution method.It is found that: when the technical cost of using blockchain per unit of product is too large,the decision makers will be inhibited to adopt blockchain technology;when the technical cost of using block-chain per unit of product is less than a certain threshold,the decision makers will adopt blockchain technology under all three power structures,and then the decision makers will gain the most and consumers can get the optimal level of overseas warehouse services.Second,the application value of bloc-chain technology is compared under each power structure,and the decision making behavior of decision makers when each parameter changes is analyzed.It is found that when the product authenticity and potential market size are large,the supply chain members and overall profit are higher when no blockchain technology is adopted than the case of adopting blockchain,and the decision makers will not adopt blockchain technology;when the unit product production cost and unit overseas warehouse service cost are large,the supply chain members and overall profit are higher when blockchain technology is adopted than the case of adopting no blockchain,and the decision makers will adopt blockchain technology.Finally,from the perspectives of cross-border e-commerce exporters,third-party overseas warehouses and cross-border supply chain as a whole,relevant suggestions are made in three aspects: reducing consumers’ sensitivity to product verification as fake,reducing consumers’ sensitivity to product price,and improving logistics services of overseas warehouses,so as to provide guidance for decision makers to achieve optimal decisions under different power structures. |
