基于区块链的电商平台双渠道运营优化——进驻模式、绿色创新与融资策略的协同机制

邓浏睿; 喻喜沩; 张莹

基于区块链的电商平台双渠道运营优化——进驻模式、绿色创新与融资策略的协同机制

引用本文：邓浏睿，喻喜沩，张莹.基于区块链的电商平台双渠道运营优化——进驻模式、绿色创新与融资策略的协同机制[J].湖南大学学报社会科学版,2025,(4):68-81

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作者	单位
邓浏睿，喻喜沩，张莹	(湖南师范大学商学院，湖南长沙 410081)

中文摘要:聚焦低碳经济背景下电商平台双渠道供应链的绿色化需求，分析区块链技术对制造商融资选择、服务策略和供应链绩效的影响。基于京东平台的三种进驻模式：自营模式、FBP模式（平台服务型）和SOP模式（商家自主服务型），构建了包含资金约束的Stackelberg博弈模型，比较银行融资与股权融资对绿色水平、服务水平、定价决策和利润的影响。研究结果表明：①股权融资成本较低，更有利于提升产品绿色水平，区块链技术通过信息透明化强化绿色创新与减排效果；②自营模式对区块链技术增益参数的敏感性较高，具有更高的线上服务水平和定价灵活性；③生产成本与区块链应用成本共同影响融资决策，低生产成本下银行融资占优，高生产成本下股权融资更适合。

中文关键词:电商平台进驻模式区块链技术融资策略

Optimization of Dual-Channel Operation for E-commerce Platforms Based on Blockchain Technology: Collaborative Mechanism of Entry Modes，Green Innovation and Financing Strategies

Abstract:This study focuses on the green demand for dual-channel supply chains in e-commerce platforms under the background of low-carbon economy，and analyzes the impact of blockchain technology on manufacturers’ financing choices，service strategies，and supply chain performance. Based on three entry modes on the JD platform：self-operated mode，FBP mode （platform service-oriented），and SOP mode （merchant self-service），a Stackelberg game model with financial constraints was constructed to compare the impact of bank financing and equity financing on green level，service level，pricing decisions，and profits. The research results indicate that：① Equity financing has lower financing costs，is more conducive to improving the green level of products. Blockchain technology strengthens green innovation and emission reduction effects through information transparency；②The self-operated mode is highly sensitive to the gain parameters of blockchain technology，and has higher online service level and pricing flexibility；③The production cost and blockchain application cost jointly affect financing decisions. Bank financing has an advantage under low production costs，while equity financing is more suitable under high production costs.

keywords:e-commerce platform entry mode blockchain technology financing strategy

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