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论文编号：	14832
作者编号：	1120191031
上传时间：	2024/6/20 13:14:02
中文题目：	区块链技术采用下的品牌企业运作策略研究
英文题目：	Research on Brand Manufacturers’ Operation Strategies with Adoption of Blockchain Technology
指导老师：	李勇建
中文关键字：	区块链技术；品牌企业；渠道结构；渠道合同；策略选择
英文关键字：	Blockchain Technology; Brand Manufacturer; Channel Structure; Price Contact; Strategy Choices
中文摘要：	随着消费者越来越关注企业的品牌价值和产品来源信息的透明度，区块链技术已广泛应用于供应链溯源领域。对零售平台而言，积极提供区块链溯源方案可以吸引品牌企业入驻平台，并提高平台的声誉；对品牌企业而言，区块链技术的可追溯性和不可篡改特征，可以打消消费者对渠道销售的假货疑虑，提高产品的品牌价值。因此，供应链中许多企业纷纷投资区块链技术来为品牌进行背书，并采用区块链技术来追溯产品的来源信息。例如，周大福联合美国钻石鉴定机构向消费者提供Tmark系列钻石的区块链溯源证书；茅台推出“i茅台”应用程序，开通产品的直销渠道，并通过区块链技术来存证茅台产品的溯源信息。奢侈品巨头企业LVMH联合Prada和Richemont等奢侈品集团搭建联盟区块链溯源系统Aura.com。与此同时，零售平台天猫借助蚂蚁区块链推出全球溯源计划，京东通过京东智臻链为入驻商家提供区块链溯源方案。然而，现有研究尚未系统性地考虑品牌企业是否应该采用区块链，谁来采用区块链以及如何采用区块链等问题。 基于企业实践和相关文献的梳理，本论文综合运用案例分析、博弈论和数值仿真等方法，深入探究品牌企业采用区块链技术对供应链成员的运作影响，分析区块链技术的可追溯性特征以及联盟区块链类型对品牌企业的运作策略影响。该论文从品牌企业的角度出发，系统性地探究区块链技术采用下的品牌企业策略问题。具体研究问题包括：考虑区块链技术采用的企业入驻平台策略，考虑联盟区块链的企业溯源系统搭建策略，不同采用主体下的企业区块链投资策略，以及竞争环境下的制造商区块链溯源策略选择。 首先，本论文研究了零售平台的区块链采用策略和品牌企业的入驻平台策略之间的互动关系。通过构建包含了一个制造商和一个平台企业的供应链分析模型，在零售平台不采用区块链和采用区块链的情形中，分别探究制造商的入驻策略。结果表明区块链的采用打消了消费者对平台销售的假货疑虑并释放正品信号，但可能会加重双重边际化效应，并将更多的市场需求转向制造商官方销售渠道。在一定条件下，信号效应的积极作用将使制造商和平台获利，且当竞争强度较低且佣金率较高时，制造商的入驻对平台是有利的。值得一提的是，平台采用区块链会增强制造商的竞争优势，并且有助于吸引品牌企业入驻平台，而品牌企业入驻平台后可以通过调节定价来应对市场竞争。该研究发现了区块链技术的采用对品牌企业的信号效应及入驻策略影响，为品牌企业是否入驻平台提供理论依据和决策建议。 其次，本论文考虑了区块链技术的联盟区块链类型，研究了品牌企业是否采用区块链以及如何采用联盟区块链的决策问题。通过构建包含了一个制造商和两个零售商的供应链分析模型，探讨制造商单独采用区块链，加入联盟区块链和主导联盟区块链的区块链采用决策。结果表明相比于制造商单独采用区块链，无论制造商和零售商之间是批发合同还是代理合同，当采用区块链所带来的品牌价值提升程度较高时，制造商加入行业的联盟区块链总是有利的。在批发合同中，制造商采用联盟区块链总是可以提高供应链利润。而当消费者对渠道销售的怀疑程度适中时，制造商总是会倾向于主导联盟区块链。有趣的是，制造商和零售商难以在合同上实现完全的协调，其中制造商偏好批发合同，而零售商偏好代理合同。该研究发现了品牌企业的联盟区块链采用策略与供应链渠道合同之间的影响关系，有助于为品牌企业是否采用联盟区块链提供指导建议。 再次，本论文基于供应链上下游企业之间的不同合作模式，探究供应链中不同企业采用区块链的投资偏好问题。通过构建包含了一个制造商和两个零售商的供应链分析模型，分别探究在批发合同和代理合同下制造商和零售商的区块链采用情形，包括制造商和零售商均不采用区块链，制造商采用区块链以及零售商采用区块链六种情形。结果表明制造商或零售商总是有动力采用区块链技术。然而在不同的销售模式中，制造商和零售商投资区块链技术的采用偏好及其影响是不同的。在批发（代理）模式中，制造商（零售商）采用区块链将会提高供应链溯源水平和企业利润。当供应链中企业均不采用区块链时，制造商和零售商在官方渠道中采用代理合同将获得更大利润。而当供应链中有企业采用区块链时，制造商和零售商对渠道合同的偏好是不一致的。该研究论证了渠道合同和区块链采用主体之间的互动关系，并分析了区块链技术的不同采用主体对企业利润和溯源水平的具体影响，为企业何时采用区块链提供投资建议。 最后，本论文还探究了竞争环境下品牌企业采用区块链技术对企业间竞争格局的影响。通过构建包含了两个竞争制造商的供应链分析模型，分别探讨在仅一方溯源和双方都溯源的场景中，制造商自建区块链溯源系统或加入第三方区块链溯源平台的策略选择。结果表明对竞争环境下的品牌企业来说，相比于自建区块链溯源系统，加入第三方区块链溯源平台总是可以提高供应链成员的利润，而且消费者对供应链溯源能力的感知程度将影响竞争环境下制造商的溯源策略选择。该研究发现区块链技术的策略采用可以作为制造商有效的竞争策略，并为不同竞争格局下的制造商提供溯源决策依据，从而避免陷入低价竞争的囚徒困境。 综上，本论文创新性地探究了区块链技术采用下的品牌企业运作策略问题，解析了区块链技术采用与否对品牌企业入驻平台的策略选择和溯源系统搭建策略之间的相互作用机制；研究了供应链企业在批发模式和代理模式下，制造商或零售商的区块链投资偏好以及对渠道合同的选择影响；探究了竞争性制造商在不同溯源结构下的区块链溯源策略选择。该研究结论为品牌企业采用区块链技术的策略决策提供理论依据和管理建议，并有助于提升企业的品牌价值以及获得消费者信任。
英文摘要：	As consumers are increasingly concerned about the brand value and the transparency of product source information, blockchain technology has been widely applied in the field of supply chain. Retail platforms actively provide blockchain traceability solutions to attract brand manufacturers to enter the platform, which improves the reputation of the platform. Brand manufacturers can use the tamper-proof records of blockchain technology to dispel consumers' doubts about counterfeit sales through channels, and improve the brand value. Many enterprises in the supply chain have invested in blockchain technology to trace products. For example, Chow Tai Fook collaborates with diamond appraisal agencies in the United States to provide consumers with blockchain traceability certificates for Tmark series diamonds; Moutai has launched the “iMoutai” application, opened direct sales channels, and used blockchain technology to store and verify the information of products. And a giant enterprise in the luxury goods industry, LVMH has teamed up with luxury groups such as Prada and Richemont to build a consortium blockchain system, Aura.com. At the same time, the retail platform Tmall launched a global traceability plan with Ant blockchain, and JD.com provides blockchain traceability solutions for sellers through JD Zhizhen Chain. However, existing research has not systematically explored whether supply chain enterprises adopt blockchain, who should adopt blockchain, and how to adopt blockchain. Based on real-life cases and relevant literature review, this dissertation explores the impact of blockchain technology adoption by enterprises on the operation of supply chain enterprises comprehensively through case study, game theory, and numerical simulation. It analyzes the impact of blockchain traceability features and consortium blockchain on enterprise operation strategy. This dissertation considers the strategy decisions of brand manufacturers based on blockchain technology. The specific research issues include the strategy of enterprise entry into the platform with blockchain technology adoption, the construction strategy of enterprise traceability system based on a consortium blockchain system, the blockchain investment strategy of enterprise based on the different implementation entities, and the blockchain selection strategies for competitive manufacturers. Firstly, this dissertation explores the interactive relationship between platform adopting blockchain and manufacturers entering the platform. By constructing a supply chain analysis model that includes a manufacturer and a platform, this dissertation shows the adoption of blockchain dispels consumers' doubts about the platform's sales of counterfeit goods and gives the authenticity signal, which may exacerbate double marginalization, and also shift more market demand to manufacturers' channels. However, the positive effect of signal effects will benefit manufacturers and platforms under certain conditions. When the competition intensity is low and the commission rate is high, the entry of manufacturers is profitable for the platform. It is worth mentioning that blockchain adoption of the platform will enhance manufacturers' competitive advantage and help attract brand enterprises to enter the platform. Moreover, manufacturers can compete by adjusting pricing after entering the platform. The study derives the signal effect and impact of blockchain technology adoption on the entry strategy of brand enterprises, providing theoretical basis and decision-making suggestions for the entry of brand enterprises. Secondly, this dissertation considers the consortium blockchain, and studies whether brand manufacturers adopt blockchain and how to adopt consortium blockchain. By constructing a supply chain analysis model that includes one manufacturer and two retailers, this dissertation shows the decision of blockchain adoption for manufacturers using blockchain alone, joining consortium blockchain, and dominating consortium blockchain. Research finds that compared to manufacturers using blockchain alone, it is always profitable for manufacturers to join a consortium blockchain under the wholesale contract or agency contract when the degree of brand value improvement is high. In wholesale contracts, manufacturers using consortium blockchain can always increase supply chain profits. When consumers have moderate doubts about channel sales, manufacturers always tend to dominate the consortium blockchain. Interestingly, it is difficult for manufacturers and retailers to achieve complete coordination on contracts, where manufacturers prefer wholesale contracts while retailers prefer agency contracts. The study reveals the relationship between the consortium blockchain adoption strategy of brand enterprises and supply chain channel contracts, which helps to provide guidance and suggestions for brand enterprises’ blockchain adoption. Next, this dissertation explores the investment preference of blockchain adoption among different enterprises based on different cooperation modes between upstream and downstream enterprises in the supply chain. By constructing a supply chain analysis model that includes one manufacturer and two retailers, this dissertation provides blockchain adoption decisions for manufacturers and retailers under wholesale and agency contracts, such as manufacturers and retailers not using blockchain, manufacturers using blockchain, and retailers using blockchain. The results find that there is always an incentive for enterprises to adopt blockchain technology in wholesale or agency models. However, in different sales models, the preference and impact of manufacturers or retailers adopting blockchain strategies vary. In the wholesale(agency) model, manufacturers(retailers) adopting blockchain will improve the traceability of the entire supply chain and profits. When blockchain is not used in the supply chain, it will be more profitable for manufacturers and retailers to adopt agency contracts in official channels. When the supply chain adopts blockchain, manufacturers and retailers have different adopting preference for pricing contract. The results reveal the relationship between the pricing contracts and the blockchain adoption entities, and analyze the specific impact of different adoption entities of blockchain technology on enterprise profits and traceability, which give corresponding investment suggestion for enterprises’ blockchain adoption. Finally, this dissertation also explores the impact of blockchain adoption by brand enterprises in a competitive environment. By constructing a supply chain analysis model that includes two competing manufacturers, the strategic decisions of manufacturers choosing to build their blockchain traceability system or joining a third-party blockchain traceability platform are given in two scenarios: only one-party traceability and both parties' traceability. The results find that for competing brand manufacturers, joining a third-party blockchain platform is always beneficial for supply chain members. Moreover, consumers' perception degree of blockchain traceability is related to the selection of traceability strategies by all parties in the competitive supply chain. The results show that the strategy adoption of blockchain technology can serve as an effective competitive strategy for manufacturers, and provide traceability decision-making basis for manufacturers under different competitive patterns and avoid falling into the prisoner's dilemma of low-priced competition. In summary, this dissertation innovatively explores the operation strategies of brand manufacturers with the adoption of blockchain technology, analyzes the interaction mechanism between whether adopting blockchain technology for brand enterprise entry platform strategy and traceability system construction strategy, studies the investment preference and impact of the price contracts of manufacturers or retailers in wholesale and agency modes, and explores the selection of blockchain adoption strategies for competitive manufacturers under different traceability structures. This research provides theoretical guidance for brand manufacturers to consider adopting blockchain technology for strategic decision-making, which enhance their brand value and gain consumer trust.
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