Wenli Wang, Jing Chang*

(School of Economics and Management, Taiyuan University of Science and Technology)

Abstract：

The air and soil of Xinghua Village in Shanxi Province are filled with a variety of unique microbial systems suitable for Fenjiu brewing, which makes Xinghua Village Fen Jiu unique. Xinghua Village Fen Jiu is also known as "the earliest national wine". However, Shanxi Xinghua Village Fen Jiu enterprises have implemented strict supervision in raw grain production in the upper reaches and processing production in the middle reaches. However, it presents a situation of broad prospect but slow development in reality. In 1998, Shuozhou major counterfeit wine case, 2019 "developing wine" incident and other counterfeit wine incidents have made the development of Shanxi Fen wine industry worse. This paper takes Shanxi Xinghua Village Fen wine industry as an example, and introduces blockchain into the industry to solve the consumer trust crisis in the development of Shanxi Xinghua Village Fen wine industry. Through the construction of Fen liquor traceability system based on blockchain technology, the whole chain record of Fen liquor industry can be realized, product quality and product safety can be ensured, and consumer trust in the wine industry can be improved.

Key Words：

blockchain; consumer market; degree of trust; discussion on countermeasures.