虽然区块链产品信息溯源已经有很多实际应用，但是当企业以利益最大化为目标时，仍需进一步分析其为企业带来真正的发展机会和市场价值，因此，以电商防伪为背景，探讨区块链产品信息溯源技术在商对客电子商务模式（B2C）中的应用价值和应用条件。考虑传统电商供应链和区块链技术支持的电商供应链两种情景，建立电商平台和品牌方之间的斯塔克尔伯格博弈模型，通过对比两种场景下的均衡解，重点结合消费者的价格敏感性、质量敏感性、假货意识等特征，分析区块链技术的最优成本投资阈值。结果表明：当供应链假货渗透率较高、质量较低，消费者假货意识较高、质量敏感性较高但价格敏感性较低时，区块链技术更有应用价值；给定市场情况和消费者特征，当区块链边际实施成本控制在较小范围内时，品牌方加入区块链溯源服务可以在解决造假问题的同时提高供应链各成员的收益。

Based on the background of e-commerce anti-counterfeiting, this paper discusses the application value and application conditions of product information traceability technology using blockchain in business-to-customer e-commerce model (B2C). Considering the two scenarios of the traditional e-commerce supply chain and the e-commerce supply chain supported by blockchain technology, a Stackelberg game model between the e-commerce platform and the brand is established. By comparing the equilibrium solutions in the two scenarios, focusing on the combination of consumer price sensitivity, quality sensitivity, counterfeit awareness and other characteristics, the optimal cost investment threshold of blockchain technology is analyzed. The results show that blockchain technology is more valuable when the counterfeit penetration rate in the supply chain is high and the quality is low; and the consumer counterfeit awareness is high, the quality sensitivity is high but the price sensitivity is low. Given the market situation and consumer characteristics, when the marginal implementation cost of the blockchain is controlled within a small range, the brand side can increase the income of each member of the supply chain while solving the problem of counterfeiting by adding the blockchain traceability service.

F204；TP31

国家自然科学基金重点项目“网络视角下乡村产业互联网的数值赋能研究”(72232006)