Abstract:

The immutability, security and traceability of the blockchain technology can be well used to solve the problem of piracy in digital content products. In this case, the decision-making issues of publisher optimal pricing and platform optimal copyright protection intensity in a digital publishing supply chain composed of publishers, sales platforms, and consumers in traditional copyright protection and blockchain copyright protection modes are explored, and the performance of the supply chain is compared. It is found that in the copyright protection mode under blockchain, platforms implement strict copyright protection, which increases the attractiveness of genuine products and compensates for the profit loss caused by publishers lowering prices to increase demand under traditional copyright protection. However, platforms are only willing to invest in blockchain when the investment cost is low, which cannot maximize the benefits of the supply chain. In response to this issue, contracts are designed which has increased the motivation of the platform to invest in blockchain. Finally, a study is conducted to investigate the impact of platform investment in blockchain on the consumer surplus and social welfare of consumers who purchase genuine products. It is found that investing in blockchain can improve social welfare, but will harm the consumer surplus of genuine products to some extent.

Key words:

digital publishing supply chain, copyright protection, blockchain technology, cost sharing contract

摘要：

区块链技术的可追溯性、安全性以及不可篡改性可以解决数字内容产品的盗版问题。以此为背景，构建由出版商、销售平台以及消费者构成的数字出版供应链，探讨在传统版权保护和区块链下的版权保护两种版权保护模式中的出版商最优定价和平台最优版权保护强度的决策问题，并比较了供应链绩效。研究发现，区块链下的版权保护模式中平台实施严格的版权保护强度，进而提高正版产品的吸引力，需求上升弥补了传统版权保护下出版商通过降价提高需求造成的利润损失。但是，平台只有在区块链投资成本较低时才愿意投资区块链，无法实现供应链的收益最大化。针对这一问题，通过设计契约提高了平台投资区块链的动机。最后，研究了平台投资区块链对购买正版产品消费者的消费者剩余以及社会福利，发现投资区块链可以提高社会福利，但在一定程度上会损害正版产品的消费者剩余。

关键词:

数字出版供应链, 版权保护, 区块链技术, 成本分担契约