Optimized Combination of e-commerce Platform Sales Model and Blockchain Anti-Counterfeit Traceability Service Strategy

Abstract

In the e-commerce market, many e-commerce platforms act as resellers when selling products, and act as agents when selling other products. In the sales process, e-commerce platforms can either build their own blockchain anti-counterfeit traceability platforms or cooperate with third-party blockchain anti-counterfeit traceability platforms. This will generate four scenarios: (a) reseller, building its own platform (RE); (b) reseller, cooperating with a third-party platform (RO); (c) agent, building its own platform (ME); (d) agent, cooperating with a third-party platform (MO). Therefore, this paper constructs a differential game model under four modes to explore the interaction between the choice of sales mode and the choice of anti-counterfeit traceability service strategy. The results show that suppliers' profits are influenced by various aspects. On the one hand, in small-scale markets, the situation in which suppliers can realize higher profits evolves from ME to RO as the wholesale price increases , and in large-scale markets, suppliers are more profitable in the ME mode. On the other hand, with the increase of market scale and the decrease of unit price of anti-counterfeit traceability service of third-party platform, the situation that suppliers can achieve higher profit evolves from RE to RO and then to RE. For e-commerce platform, selfbuilt platform is a better choice. In the small-scale market, as the market size increases, the cost performance of anti-counterfeit traceability service decreases, and the best choice for e-commerce platform evolves from resale to agency sales, and in the large-scale market, the best choice for e-commerce platform is resale.

Making supply chain traceability strategic: insights from the food industry

“…Yet, few scholars (i.e. Alfaro and Rabade, 2009; Guo et al ., 2021) suggest that contexts are essential in how firms build traceability. These insights were obtained by assessing traceability in various echelons using a single focal company.…”

“…Alfaro and Rabade (2009) discuss how traceability, especially its technology component, has quickly extracted vital information for a Spanish vegetable company's decisions on optimum inventories, warehouses, supply and production. Guo et al (2021) focus on a luxury product e-commerce platform to argue that traceability blocks counterfeits from entering fulfillment, thus reducing wasted efforts and boosting the platform's brand. Nonetheless, the single-company context limits both studies' generalizability.…”

“…Furthermore, recall risk studies only emphasize traceability's positive effects on various measures of performances. The generalizable mechanisms business leaders can follow to leverage traceability in different contexts strategically are still lacking (Guo et al ., 2021). Therefore, a gap in knowledge invites further research.…”

Referral strategy of e‐commerce platform under different selling modes

“…Yang et al (2021) studied the selection strategy of the e‐commerce selling mode and information‐sharing strategy in a dual‐channel supply chain under demand uncertainty. Guo et al (2021) studied the optimal combination of e‐commerce platform selling mode and blockchain anti‐counterfeiting traceability service strategy. Wang et al (2022) studied the manufacturer's selling mode choice in a platform‐oriented dual‐channel supply chain and extended the model by considering the situations wherein the online retailer and platform have equal channel power and set prices simultaneously, there is Cournot competition, and the platform is the channel leader.…”

The Rising Trends of Smart E-Commerce Logistics

“…Guo et al 2021 studied the acquisition, storage, and transfer of sensory data from sensors in e-commerce, and they propose a storage method for massive sensing data processing, which makes full use of the IoT storage resources. The authors Compare the localization effect using 6 algorithms.…”