Equilibrium solutions in NS and ND models.

The application of blockchain can effectively improve the efficiency of fresh agricultural product circulation and consumer trust, but it can also increase investment costs. In this context, this paper introduces parameters such as blockchain unit variable cost, the level of blockchain technology investment, and consumer channel preference in two dual-channel supply chain systems dominated by fresh agricultural product manufacturers: online direct sales and distribution. It compares and analyzes pricing and channel selection strategies in both cases of not using and using blockchain. The research shows that when blockchain is used, manufacturer profits are higher in the direct sales model than in the distribution model. Traditional retailers’ profits are lower in the direct sales model than in the distribution model. Total supply chain profits are higher in the direct sales model than in the distribution model, and they exhibit an inverted "U" shape as the level of blockchain investment increases. In the online direct sales model, if the blockchain technology unit variable cost is within a certain threshold range, manufacturer profits, traditional retailer profits, and total supply chain profits are all higher than when blockchain technology is not used. In the online distribution model, when the blockchain variable cost and blockchain usage level meet certain conditions, manufacturers, traditional retailers, and online distributors all have higher profits when using blockchain technology than when not using it. This study provides theoretical guidance for the practical application of blockchain technology in dual-channel fresh agricultural product supply chains.

区块链技术的应用能够有效提升生鲜农产品的流通效率与消费者信任度，却也会带来投入成本的增加。在此研究背景下，本文以生鲜农产品制造商主导的两类双渠道供应链系统为研究对象——线上直销模式与分销模式，引入区块链单位可变成本、区块链技术投入水平、消费者渠道偏好等参数，对比分析了未使用与使用区块链两种场景下的定价与渠道选择策略。研究结果显示：当采用区块链技术时，制造商在直销模式下的利润高于分销模式；传统零售商在直销模式下的利润则低于分销模式；供应链总利润在直销模式下同样高于分销模式，且随区块链投入水平的提升呈倒“U”型变化。在线直销模式中，若区块链技术单位可变成本处于某一阈值区间内，制造商、传统零售商及供应链总利润均高于未使用区块链技术的场景。而在线分销模式中，当区块链可变成本与区块链应用水平满足特定条件时，制造商、传统零售商与线上分销商在采用区块链技术后的利润均高于未采用的场景。本研究为区块链技术在双渠道生鲜农产品供应链中的实际应用提供了理论指导。