Online platform blockchain adoption and distribution mode selection strategies considering green product competition

GAO Peng, NIE Jiajia, ZHU Binxin, XUE Jia

Systems Engineering - Theory & Practice ›› 2025, Vol. 45 ›› Issue (3) : 907-923.

PDF(902 KB)
中国科学院数学与系统科学研究院期刊网
PDF(902 KB)
Systems Engineering - Theory & Practice ›› 2025, Vol. 45 ›› Issue (3) : 907-923. DOI: 10.12011/SETP2023-2265

Online platform blockchain adoption and distribution mode selection strategies considering green product competition

  • GAO Peng1, NIE Jiajia2, ZHU Binxin3, XUE Jia1
Author information +
History +

Abstract

Under the platform economy, online platforms can enhance their competitive advantage by reducing the ambiguity of consumer perception of the green product attributes through blockchain, which will introduce uncertainty in the distribution mode selection of green enterprises. Considering the competition between green and non-green products, as well as the issue of privacy information leakage caused by blockchain, we establish blockchain adoption strategy models under two distribution modes, namely agency and reselling, and explore blockchain adoption preferences and distribution mode selection strategies of each member. Results show that blockchain always helps to increase the price of non-green products, but it does not necessarily enhance the retail and wholesale prices of green products. Only when the ratio of greenness to privacy concern cost is higher than a certain threshold, blockchain can lead to a win-win situation for the three parties' economic interests. This probability is influenced by the platform commission rate and the proportion of environmentally friendly consumers. From the perspective of blockchain's economic value, when the ratio of greenness to privacy concern cost is moderate, both green enterprise and online platforms will choose the reselling mode; otherwise, there will be a mode choice conflict between the two parties. Compared with the fully blockchain strategy, the mixed blockchain strategy leads to a decrease in profits for all three parties under the agency mode. However, under the reselling mode, due to the diversification of products, which disperses the dual-marginal effects of the supply chain, mixed blockchain strategy may be preferred by green enterprise and online platforms.

Key words

online platform / blockchain adoption strategy / distribution mode / green product competition

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations
GAO Peng , NIE Jiajia , ZHU Binxin , XUE Jia. Online platform blockchain adoption and distribution mode selection strategies considering green product competition. Systems Engineering - Theory & Practice, 2025, 45(3): 907-923 https://doi.org/10.12011/SETP2023-2265

References

[1] 晏妮娜, 卢继周, 龚明文慧, 等. 从线上到线下: 供应商渠道拓展策略研究 [J]. 系统工程理论与实践, 2023, 43(10): 2941-2955. Yan N N, Lu J Z, Gong M W H, et al. From online to offline: A supplier's channel development strategy[J]. Systems Engineering—Theory & Practice, 2023, 43(10): 2941-2955.
[2] 新浪财经. 11.76万亿! 2020年全国网上零售额同比增10.9%, 消费升级类商品销售增速加快 [EB/OL]. [2021-01-19]. https://finasssnce.sina.com.cn/roll/2021-01-19/doc-ikftpnnx9008924.shtml. Sina Finance. 11.76 trillion yuan! In 2020, the national online retail sales increased by 10.9% year-on-year, and the sales growth rate of consumer upgrading products accelerated[EB/OL]. [2021-01-19]. https://finasssnce.sina.com.cn/roll/2021-01-19/doc-ikftpnnx9008924.shtml.
[3] 李勇建, 李佳佳, 孙晓晨, 等. 基于系统动力学的 "制造链+ 平台"双模式价值共创实现动因研究 [J]. 系统工程理论与实践, 2023, 43(12): 3549-3569. Li Y J, Li J J, Sun X C, et al. Research on the motivation of "Manufacturing chain+ Platform" dual mode value co-creation based on system dynamics[J]. Systems Engineering—Theory & Practice, 2023, 43(12): 3549-3569.
[4] 石静, 朱庆华. 多源质量信息对再制造产品线上销售的影响机理研究 [J]. 管理评论, 2021, 33(11): 199-208. Shi J, Zhu Q H. A research into the mechanism of how multi-source quality information influences online sales of remanufactured products[J]. Management Review, 2021, 33(11): 199-208.
[5] Kwark Y, Chen J, Raghunathan S. Platform or wholesale? A strategic tool for online retailers to benefit from third-party informations[J]. MIS Quarterly, 2017, 41(3): 763-785.
[6] 刘震, 郭强, 聂佳佳. 数据驱动营销使能下制造商平台模式选择研究 [J]. 系统工程理论与实践, 2022, 42(8): 2160-2173. Liu Z, Guo Q, Nie J J. The impacts of data-driven marketing on manufacturer's platform mode selection[J]. Systems Engineering—Theory & Practice, 2022, 42(8): 2160-2173.
[7] Xu J, Duan Y R. Pricing and greenness investment for green products with government subsidies: When to apply blockchain technology?[J]. Electronic Commerce Research and Applications, 2022, 51: 101-108.
[8] 腾讯网. Prada推出Prada Re-Nylon再生尼龙项目 [EB/OL]. [2019-10-24]. http://tech.163.com/16/0509/07/BMJVDLV7000915BE.html. Tencent. Prada launches prada Re nylon recycled nylon project[EB/OL]. [2019-10-24]. http://tech.163.com/16/0509/07/BMJVDLV7000915BE.html.
[9] 李勇建, 陈婷. 区块链赋能供应链: 挑战、 实施路径与展望 [J]. 南开管理评论, 2021, 24(5): 192-201. Li Y J, Chen T. Blockchain empowers supply chain: Challenge, implementation path and prospect[J]. Nankai Business Review, 2021, 24(5): 192-201.
[10] Liu S, Hua G W, Ma B J, et al. Competition between green and non-green products in the blockchain era[J]. International Journal of Production Economics, 2023, 264: 108970.
[11] Li X, Jiang P, Chen T, et al. A survey on the security of blockchain systems[J]. Future Generation Computer Systems, 2020, 107: 841-853.
[12] Feng Y, Lai K H, Zhu Q. Green supply chain innovation: Emergence, adoption, and challenges[J]. International Journal of Production Economics, 2022, 248: 108497.
[13] Xu X P, He P, Xu H, et al. Supply chain coordination with green technology under Cap-and-Trade regulation[J]. International Journal of Production Economics, 2017, 183: 433-442.
[14] Jiang S, Li S. Green supply chain game models and revenue sharing contract with product green degree[J]. Management Science, 2015, 23(6): 169-176.
[15] Sinayi M, Rasti-Barzoki M. A game theoretic approach for pricing, greening, and social welfare policies in a supply chain with government intervention[J]. Journal of Cleaner Production, 2018, 196: 1443-1458.
[16] Zhang X, Yousaf H. Green supply chain coordination considering government intervention, green investment, and customer green preferences in the petroleum industry[J]. Journal of Cleaner Production, 2020, 246: 1-7.
[17] Hojnik J, Ruzzier M. The driving forces of process eco-innovation and its impact on performance: Insights from Slovenia[J]. Journal of Cleaner Production, 2016, 133: 812-825.
[18] Yang D, Xiao T. Pricing and green level decisions of a green supply chain with governmental interventions under fuzzy uncertainties[J]. Journal of Cleaner Production, 2017, 49: 1174-1187.
[19] Hong Z F, Wang H, Yu Y G. Green product pricing with non-green product reference[J]. Transportation Research Part E: Logistics and Transportation Review, 2018, 115: 1-15.
[20] Zhu W, He Y. Green product design in supply chains under competition[J]. European Journal of Operational Research, 2017, 258(1): 165-180.
[21] Sana S S. Price competition between green and non-green products under corporate social responsible firm[J]. Journal of Retailing and Consumer Services, 2020, 55: 102118.
[22] Mahmoudi A, Govindan K, Shishebori D, et al. Product pricing problem in green and non-green multi-channel supply chains under government intervention and in the presence of third-party logistics companies[J]. Computers & Industrial Engineering, 2021, 159: 107490.
[23] Tian L, Vakharia A J, Tan Y R, et al. Marketplace, reseller, or hybrid: Strategic analysis of an emerging E-commerce model[J]. Production and Operations Management, 2018, 27(8): 1595-1610.
[24] Chen P P, Zhao R Q, Yan Y C, et al. Promotional pricing and online business model choice in the presence of retail competition[J]. Omega, 2020, 94: 102085.
[25] Liu J J, Ke H. Firms' preferences for retailing formats considering one manufacturer's emission reduction investment[J]. International Journal of Production Research, 2020, 59(10): 3062-3083.
[26] Shen Y, Willems S P, Dai Y. Channel selection and contracting in the presence of a retail platform[J]. Production and Operations Management, 2019, 28(5): 1173-1185.
[27] Xu X P, Zhang M, He P. Coordination of a supply chain with online platform considering delivery time decision[J]. Transportation Research Part E: Logistics and Transportation Review, 2020, 141: 101990.
[28] Xu X P, He P, Zhang M. Channel addition from marketplace or reselling under regional carbon cap-and-trade regulation[J]. International Journal of Production Economics, 2021, 236: 108130.
[29] 程永宏, 潘佳欣, 张云丰, 等. 基于平台供应链的再制造产品销售模式决策研究 [J/OL]. 计算机集成制造系统. [2023-10-01]. https://kns.cnki.net/kcms2/detail/11.5946.TP.20230601.1055.014.html Cheng Y H, Pan J X, Zhang Y F, et al. Research on decision making of remanufacturing product sales model based on platform supply chain[J/OL]. Computer Integrated Manufacturing System. [2023-10-01]. https://kns.cnki.net/kcms2/detail/11.5946.TP.20230601.1055.014.html
[30] Xu X P, Yan L L, Choi T M, et al. When is it wise to use blockchain for platform operations with remanufacturing[J]. European Journal of Operational Research, 2023, 309: 1073-1090.
[31] Choi T, Guo S, Liu N, et al. Optimal pricing in on-demand-service-platform-operations with hired agents and risk-sensitive customers in the blockchain era[J]. European Journal of Operational Research, 2020, 284(3): 1031-1042.
[32] 李健, 朱士超, 李永武. 基于综合集成方法论的区块链驱动下供应链金融决策研究 [J]. 管理评论, 2020, 32(7): 302-314. Li J, Zhu S C, Li Y W. Decision analysis of supply chain finance driven by blockchain based on meta-synthesis[J]. Management Review, 2020, 32(7): 302-314.
[33] Shen B, Xu X, Yuan Q. Selling secondhand products through an online platform with blockchain[J]. Transportation Research Part E: Logistics and Transportation Review, 2020, 142: 102066.
[34] Lu W, Jiang Y, Chen Z X, et al. Blockchain adoption in a supply chain system to combat counterfeiting[J]. Computers & Industrial Engineering, 2022, 171: 108408.
[35] Zhang X, Wu H, Liu M. The impact of platform restriction on manufacturer quality transparency in the blockchain era[J]. International Journal of Production Research, 2023, 61(11): 3582-3598.
[36] 梁喜, 肖金凤. 基于区块链和消费者敏感的双渠道供应链定价与渠道选择 [J]. 中国管理科学, 2023, 31(5): 29-38. Liang X, Xiao J F. Blockchain-based dual-channel supply chain pricing decision and online channel selection strategy[J]. Chinese Journal of Management Science, 2023, 31(5): 29-38.
[37] Zhang Z M, Da R, Lan Y F, et al. Price competition and blockchain adoption in retailing markets[J]. European Journal of Operational Research, 2022, 300(2): 647-660.
[38] 李煜筠. 消费者如何看待重复使用? 超六成愿为绿色溢价买单 [EB/OL]. [2023-12-06]. https://baijiahao.baidu.com/s?id=1784526160841669973&wfr=spider&for=pc. Li Y J. How do consumers perceive reuse? More than 60% are willing to pay for the green premium[EB/OL]. [2023-12-06]. https://baijiahao.baidu.com/s?id=1784526160841669973&wfr=spider&for=pc.
[39] 登链社区. 重入攻击和DAO被黑事件 [EB/OL]. [2022-09-13]. https://learnblockchain.cn/article/4714. Denglian community. Reentry attacks and DAO blacklisted events[EB/OL]. [2022-09-13]. https://learnblockchain.cn/article/4714.
[40] 陈群. 1.5亿件商品配上 "身份证"! 蚂蚁区块链技术首次全面参战天猫双11[EB/OL]. [2018-11-06]. https://tech.qianlong.com/2018/1106/2926197.shtml. Chen Q. 150 million items paired with "ID cards"! Ant swarm blockchain's first full participation in tmall double 11[EB/OL]. [2018-11-06]. https://tech.qianlong.com/2018/1106/2926197.shtml.

Funding

Social Science Fund Project of Jiangsu Province (24GLB015, 22GLD017); Key Project of Philosophy and Social Science Research in Higher Education Institutions of Jiangsu Provincial Department of Education (2023SJZD024); National Natural Science Foundation of China (71672153)
PDF(902 KB)

267

Accesses

0

Citation

Detail
Sections
Recommended

/

〈 〉