Considering The Financing Constraint Of Online Retailing Enterprises Financing Order Decision Of Platform Participation

With the rapid development of Internet,logistics system and payment system,electronic commerce has also been greatly developed.With the rapid growth of sales of various platforms,the competition of their platforms is becoming increasingly fierce.Small and medium-sized online retailers on the e-commerce platform have poor credit status.When faced with capital constraints,it is difficult for them to obtain financing services in commercial banks and other financial institutions.E-commerce platform is based on the historical transaction data of small and medium-sized online retailers,as well as the grasp of information such as logistics and capital flow on the platform.In order to attract more online retailers to its platform and enhance competitiveness,many platforms set up micro-loan companies to provide financing services for the shortcapitalized online retailing enterprises.Compared with the traditional financial financing services,the financing services provided by e-commerce platform under the Internet are more convenient,fast and efficient.Firstly,the paper studies the e-commerce financing order under the revenue sharing of online retailers with the uncertain market demand,constructs the profit model and the platform revenue function under the revenue sharing of online retailers,obtains the optimal order quantity and the maximum profit value of online retailers,and the relationship between the optimal order quantity and the sharing proportion coefficient.Considering the existence of self-owned funds in online retailers,the sharing ratio coefficient needs to satisfy certain conditions under this financing mode,which makes the return of e-commerce financing higher than that of non-financing,and the return of platform financing for online retailers is higher than that of risk-free financing.Secondly,this paper studies the order of e-commerce financing under platform lending with the uncertain market demand,constructs the profit model of online retailers under platform lending and the revenue function of platform,and obtains the optimal order quantity and maximum profit value of online retailers,as well as the relationship between the optimal order quantity and loan interest rate and wholesale price.Under this financing mode,the interest rate of e-commerce lending needs to be within a certain range,which makes the income of e-commerce lending financing higher than that of non-financing.Then,the paper compares the two methods of e-commerce financing and ordering,and studies how they affect the revenue of online retailers and the risks faced by online retailers.In the order of e-commerce financing under the revenue sharing of online retailers,there is a threshold point of share ratio.When it is less than this threshold point,online retailers will get more profit when it chooses to finance than when it does not.There is another threshold point.When it is larger than this threshold point,the return of platform financing is greater than the risk-free return,providing financing services for the business.When the sharing ratio coefficient between these two thresholds,the platform and the business reached financing agreement.In the credit loan model under platform lending,when the interest rate of financing is in a certain range,the return of e-commerce credit loan financing is higher than that of non-financing.Under the two financing modes,the financing mode under the revenue sharing of online retailers can reduce the market risk faced by online retailers,and when the share ratio takes a certain range,online retailers will also have greater benefits under this financing mode.