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| Two-Stage Pricing Strategy of the O2O Supply Chain for Fresh Produce Based on Blockchain Technology |
| TAN Chunqiao，ZENG Yuqing |
| Central South University, Changsha, China |
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Abstract This paper considers an O2O supply chain for fresh produce consisting of an e-commerce platform and offline retailers, in which the offline retailers adopt a two-stage pricing measure of full price period and discount period. This paper considers consumer strategic degree and constructs a pricing model for the supply chain for fresh produce in the traditional model and the model with introducing blockchain technology, studies the equilibrium pricing and information disclosure strategy of the offline retailers. Finally, the impact of information disclosure strategy, consumer strategic degree and blockchain unit use cost on the equilibrium price and social welfare is illustrated. The results show that regardless of the level of consumer strategic degree, the offline retailer should disclose the true quality of fresh produce through blockchain technology only if the true quality of the fresh produce is larger. The larger or smaller unit application cost of blockchain technology benefits the offline retailers, the e-commerce platform and consumers. When consumers are less strategic, the offline retailers and the e-commerce platform can benefit from consumer strategic behavior and corresponding social welfare will also be enhanced.
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Received: 07 March 2022
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