| 摘要: | 在現今全球化的年代，企業面臨的重要議題是產品如何建立差異化來提升競爭優勢。而2008年一個新興分散式帳本技術「區塊鏈」興起，為現有市場機制帶來巨大衝擊,區塊鏈的出現影響了許許多多的產業。在供應鏈產業中，區塊鏈技術能夠實現整個生產和物流過程的可信記錄,並且記錄透明、可追溯、不可篡改等特性,讓供應商紛紛採用區塊鏈解決產品信任的問題，但導入區塊鏈也會造成企業成本方面的負擔，於是如何企業如何權衡導入區塊鏈與否的策略就成為其主要課題之一。
而賽局理論是經濟學中的一個重要分支，它能研究個體在互動中作出決策的策略和均衡。於是本研究希望能賽局模型分析來探討在兩間公司的競爭在產品差異化為水平差異化情況下、垂直差異化情況下，兩間公司是否要導入區塊鏈應用的策略擬定，本文也將分析若供應鏈由一個供應商及兩間公司組成,供應商之要如何定制其批發價格才能獲取最大利潤策略。
從本研究可得知，在產品水平差異化或垂直差異化情況下，兩間公司分析結果類似，隨著區塊鏈導入成本的增加，兩間公司的策略將出現四個策略均衡且彼此相互獨立，而消費者不確定性大小則會顯著的影響企業導入區塊鏈的意願。供應商最大利潤策略也出現四個策略均衡，不同的產品差異化則有不同的策略結果，我們能透過供應商利潤曲線來分析供應商最佳利潤定價為何。;In today′s globalized era, a significant issue faced by businesses is how to establish product differentiation to enhance their competitive advantage. In 2008, a emerging decentralized ledger technology called "blockchain" emerged, bringing significant disruption to existing market mechanisms. The emergence of blockchain has impacted numerous industries. In the supply chain industry, blockchain technology enables trusted records of the entire production and logistics process, with features such as transparency, traceability, and immutability. Many companies have adopted blockchain to address trust issues in their products. However, implementing blockchain also incurs costs for businesses, making it a crucial challenge to weigh the strategy of adopting blockchain or not.
Game theory, an important branch of economics, studies the strategic decisions and equilibria made by individuals in interactive settings. Therefore, this study aims to use game theory models to analyze the strategic decision-making of two competing companies in a product differentiation scenario, both in terms of horizontal differentiation and vertical differentiation, regarding whether or not to adopt blockchain applications. The paper will also analyze how a supplier, within a supply chain composed of one supplier and two companies, can customize its wholesale pricing to maximize profit.
From this study, it is found that in cases of horizontal or vertical product differentiation, the analysis results for the two companies are similar. As the costs of blockchain implementation increase, the strategies of the two companies will exhibit four strategic equilibria that are independent of each other. The level of consumer uncertainty significantly affects the willingness of companies to adopt blockchain. The supplier′s profit-maximizing strategy also exhibits four strategic equilibria, with different strategy outcomes depending on the degree of product differentiation. The supplier′s optimal profit pricing can be analyzed using the supplier′s profit curve. |
