Differentiated Pricing and Channel Configuration in Blockchain-Enabled Sustainable Platform Supply Chains
研究了传统制造商在区块链平台上采用差异化定价的关键因素，比较了多种定价机制对利润和消费者剩余的影响，发现两阶段价格协调和可持续投资是推动区块链采纳的关键。
The transformative potential of blockchain technology in operations and engineering management has attracted considerable academic interest and industrial attention. This study examines the critical determinants that influence traditional offline manufacturers’ adoption of blockchain-enabled price-differentiation platforms when catering to dual consumer segments. Within the framework of the platform’s blockchain service provision, we systematically analyze various pricing mechanisms: manufacturer-led uniform pricing, centralized pricing, resale-mode single-stage differentiation, resale-mode two-stage differentiation, and marketplace-mode differentiation. The comparative analysis reveals distinct implications for manufacturers’ profitability and consumer surplus. Key findings indicate that in resale configurations, price differentiation alone is insufficient for manufacturers to fully capitalize on platform advantages. Effective two-stage price coordination between the manufacturer and the platform, coupled with efficient sustainable investment mechanisms, emerges as a crucial driver for adopting blockchain technology within these platforms. When the costs associated with blockchain installation exceed the benefits derived from sustainability improvements, manufacturers may strategically implement price reductions to attract eco-conscious consumers. Participation in marketplace mode becomes economically viable only when commission rates fall below critical thresholds. Notably, while resale-mode differentiation typically diminishes consumer surplus, marketplace-mode implementation has the potential to enhance it.