关键词: 消费者追溯意识, 自有品牌, 制造商品牌, 代销模式, 转销模式

Abstract: Against the backdrop of manufacturers selling products through e-commerce platforms and considering consumers’ traceability awareness, this paper develops a game-theoretic model to examine whether the platform should introduce a private label and adopt blockchain technology to enhance consumers’ perceived product quality. It explores the platform’s optimal private label introduction strategy under agency scheme and wholesale scheme when the positioning of the private label can be endogenously determined, and analyzes the impact of private label introduction on manufacturer profits and consumer surplus. The findings indicate that, first, when consumers exhibit low traceability awareness, the platform will always introduce a private label. If the cost of adopting blockchain is also low, the platform will use blockchain alongside the private label, and the application of blockchain will widen the horizontal differences between the private label and the national brand. Second, contrary to intuition, the likelihood of the platform introducing a private label under the wholesale scheme is not necessarily higher than under the agency scheme . This is because, under the wholesale scheme, the platform may invest in private label development but ultimately choose not to introduce it. Additionally, the introduction of a private label consistently harms the manufacturer’s interests; however, compared with the agency scheme, manufacturers are more resistant to the platform adopting blockchain in conjunction with private labels under the wholesale scheme model. Finally, numerical analysis shows that introducing a private label increases consumer surplus, whereas the adoption of blockchain does not necessarily yield the same effect.

Key words: consumer traceability awareness, private label, national brand, agency scheme, wholesale scheme