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

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[中图分类号]F713.55；TP311.13 [文献标识码］A [文章编号]1008-1763（2025）04-0068-14

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; ② The self-operated mode is highly sensitive to the gain parameters of blockchain technology，and has higher online service level and pricing flexibility; ③ The 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.

Key words： e-commerce platform;entry mode;blockchain technology;financing strategy

引言及文献综述

随着数字经济和平台经济的快速发展，电商平台已成为上游厂商的主要销售渠道之一。（剩余21991字）