Abstract: In order to promote the digital transformation of the e-commerce industry and the high-quality development of the blockchain industry, considering the government investment subsidies for blockchain technology, the joint optimization problem between sales mode and blockchain technology investment strategy is studied by building a Stackelberg game model led by the government and followed by the supplier and e-commerce platform. The results show that the higher the government attaches importance to blockchain technology, the higher the enterprise investment effort level, product price, government subsidy rate, market demand, and profits of the supplier, e-commerce platform, and government. When the supplier chooses the agent mode and builds a private blockchain by itself, the enterprise has the highest level of investment effort, the lowest retail price, and the government has the least investment subsidies and the largest income. This study provides a reference for the government subsidy policy, as well as the supplier and e-commerce platform investment strategy of blockchain technology and sales mode selection.

Key words: e-commerce supply chain, government subsidies, blockchain technology, optimal investment strategy, sales mode selection, game model

摘要： 为了推动电商行业数字化转型和区块链产业高质量发展，考虑政府对区块链技术的投资补贴，通过构建由政府主导，供应商和电商平台追随的Stackelberg博弈模型，研究了销售模式和区块链技术投资策略的联合优化问题。结果表明，政府对区块链技术的重视程度越高，则企业对区块链技术的投资努力水平、产品价格、政府的补贴率、市场需求，以及供应商、电商平台和政府的利润均越高。在供应商选择代理模式且自建私有链的情况下，企业的投资努力水平最高，零售价格最低，政府的投资补贴最少且获得的收益最多。为政府的补贴政策，以及供应商和电商平台对区块链技术的投资策略和销售模式选择提供了参考依据。

关键词: 电子商务供应链, 政府补贴, 区块链技术, 最优投资策略, 销售模式选择, 博弈模型