Abstract
The study intends to solve the problems of complex product circulation caused by information asymmetry and the untimely communication of production and sales information in the process of product sales to reduce the cost in the process of product circulation. Based on blockchain technology, the data integrity of the dual-channel supply chain is studied. First, the data of the supply chain conduct coordinated management to achieve the integrity of the supply chain data. Then, under the background that both retailers and suppliers are risk-neutral individuals, the benchmark model of the dual-channel supply chain is constructed, and the online and offline sales prices of products under different decision-making modes are analyzed. Finally, taking fresh agricultural products as an example, the sales strategies of the online and offline sales channels of fresh agricultural products are studied, and a dual-channel supply chain model is constructed. The profit of each member in the supply chain system under this model is obtained by the inverse method. The simulation results demonstrate that the retailer's revenue and the total revenue of the system increase obviously with the growth of the price discount coefficient after the price discount strategy is applied. When the compensation cost is between 1,000 and 3,000, the profit of retailers in the supply chain system is improved by using the price coordination mechanism, while the profit of suppliers decreases to some extent. When the value of compensation cost is 7,000–9,000, the application of the price coordination mechanism increases the profit of suppliers in the supply chain system, while the profit of retailers declines to a certain extent. The research content reported here effectively alleviates the profit conflict and the double marginal effect between the two channels and enriches the theoretical system knowledge of the coordination of the two channels' supply chain of agricultural products.
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