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Abstract Based on the identification needs of loyal customers and general customers for the authenticity of brand products, this study considers the time costs and verification effect of blockchain technology to identify the authenticity of products, the optimal pricing problem of supply chain driven by blockchain technology. The decentralized and centralized decision models for the supply chain under the traditional model and blockchain technology are established respectively. The equilibrium solution of the model is solved and analyzed by game theory. The results show that only when the supply chain system meets a certain critical condition, the use of blockchain technology is advantageous. And, the use of blockchain weakens the dependence of supply chain members on loyal customers. In addition, although the implementation of blockchain will increase the optimal wholesale price and sales price of products and the demand of loyal customers will decrease, the general customers’ demand and total customers’ demand will increase.
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Received: 18 November 2020
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