Research On The Coordination Mechanism Of Seller's Consumer Credit Service Supply Chain With Random Demand Dependent On Effort Level

Consumer credit is one of the hot topics in recent years.In the macro,the development of consumer credit is conducive to expanding domestic demand,consumer upgrades,and providing momentum for economic growth;in the micro it can greatly enhance the enterprise and retail sales of products,improve consumer quality of life.Now more and more retailers and financial institutions to cooperate to provide consumers with low threshold consumer credit services,and increase the new channels for their own profits at the same time.For example,Suning's "Renxingfu",Tmall's "Huabei",Jingdong's "Baitiao" and so on,have become the first choice for many consumers when they are shopping.Therefore,this paper researches the consumer credit service system from the supply chain perspective.Manufacturer,retailer and financial institution have been seen as three main members of the supply chain.This paper uses supply chain contract and game theory to optimize decision-making of the retailer's order and promotional effort level,in order to achieve the seller's consumer credit services supply chain system for maximizing profits,and improve profits of the three parties together.The research significance of this paper is as follows: theoretically,it enriches the theoretical system of consumer credit in our country.In practice,it provides some reference for order and promotion of retail industry,and also helps to improve the overall operational efficiency of the supply chain system.Firstly,under the circumstance of the credit consumption demand depending on retailer's promotional effort level,this paper Considers a two-echelon supply chain of consumption credit service which is composed of a retailer and a financial institution,retailer's optimal decisions of ordering quantity and promotional effort level are studied.Then four models of the centralized decision,the decentralized decision,the two-part tariff contract and the modified two-part tariff contract based on cost sharing are built respectively.The following results are attained: the system can't achieve coordination under the decentralized decision and the two-part tariff contract;but themodified two-part tariff contract based on cost sharing can not only achieve the system coordination but also realize arbitrary allocation of system optimal profit and Pareto improvement.Finally,a numerical analysis is used to illustrate the validity and feasibility of the models.Secondly,under the circumstance of credit consumption demand depending on retailer's promotional effort level,this paper considers a three-echelon service supply chain system composed of credit relations between a manufacturer,a retailer and a financial institution and studies the problems of optimal ordering,optimal promotional effort level decided by retailer.For this purpose,this paper builds the centralized decision model,the decentralized decision model,the revenue sharing and cost sharing model,as well as the revenue sharing and two-part tariff contract that based on cost sharing.The following results are obtained: the service supply chain of seller's consumption credit can't achieve coordination under the decentralized decision,the revenue sharing and cost sharing model;the revenue sharing and two-part tariff model based on cost sharing can not only achieve the supply chain system coordination,but also reach arbitrary allocation of optimal profit and make the members of the system achieve Pareto improvement.Finally,the validity and feasibility of the model are illustrated by the method of numerical analysis.Finally,basing on the research contents and results above,the optimization plan of product ordering and promotion decision in enterprise management is provided.At the same time,the defects and shortcomings in this research are pointed out,and the future research contents and research directions are also discussed.