Research On Supply Chain Operation Strategy Of E-commerce Platform Under Consumer Finance

The popularity of the Internet has greatly changed the way people shop and the operating mode of enterprises.Online sales has become a new choice for enterprises.The supply chain composed of suppliers,e-commerce platforms and consumers has ushered in a boom period.Most of the suppliers are small and medium-sized enterprises,which may have financial constraints.In order to solve the financing difficulties of small and medium-sized enterprises,the bank will carry out comprehensive credit based on the assessment of the overall strength of the supply chain.At the same time,as a loan service,consumer finance guides consumption in advance and stimulates consumer demand by providing downstream consumers with loans,commodity installments,etc.In recent years,relevant policies have been introduced.Some large e-commerce platforms sell goods to end consumers as retailers,and carry out financial business,service providers and consumers as fund providers.When the e-commerce platform acts as a fund provider,it provides financing services to upstream small and medium-sized suppliers and consumer financial services to downstream consumers.The former affects the optimal decision of each entity in the supply chain by influencing the supplier’s loan interest rate;The latter usually adopts the method of increasing installment payment,which affects the terminal demand by influencing the purchase intention of consumers.Therefore,this paper combines the characteristics of e-commerce supply chain,adds consumer finance to the supply chain,and discusses its impact on the decision-making of e-commerce supply chain.For the research on the operation strategies of the supply chain entities under consumer finance,this paper will start from the following aspects:First of all,this paper establishes a supply chain financial system based on suppliers,banks,e-commerce platforms and consumers.Banks provide financing services for suppliers and ecommerce platforms provide consumer financial services for consumers.Under this model,the income functions of each entity are constructed respectively.The research shows that the bank interest rate under the supplier’s capital constraint is higher than that without capital constraint,the defect rate,installment performance rate and the optimal retail price change inversely,the installment service fee price coefficient and installment utility discount coefficient change positively with the optimal retail price,and the optimal wholesale price is more sensitive to the change of bank interest rate than the optimal retail price.Secondly,this paper establishes a supply chain system based on suppliers,e-commerce platforms and consumers,and studies the operation decisions under the direct financing mode of e-commerce.The e-commerce platform is still the leading party,and also provides upstream and downstream financing.The research shows that the loan interest rate under this mode is lower than that under the bank financing mode,and the influence of defect rate,installment performance rate,installment service fee price coefficient and installment utility discount coefficient on the supply chain is the same as that under the bank financing mode.Finally,we considered the e-commerce platform guarantee financing mode.The supplier applies for a loan from the bank,and the e-commerce platform provides guarantee for the loan.When the supplier fails to collect the payment,the retailer assumes partial repayment responsibility.Here,we discuss two ways for the retailer to provide full guarantee and partial guarantee,and sort out the business decisions under the two ways.The results show that there is a guarantee proportion range,which enables all entities in the supply chain to support the proportion guarantee mode.In addition,compared with the direct financing mode of ecommerce platform,the profit space of e-commerce platform under e-commerce guarantee financing is compressed.After comparing and analyzing the three financing modes,it is found that the bank loan interest rate is the lowest under the retailer direct financing mode,and the retailer has the largest profit space under this mode.Under the same conditions,consumer finance has the largest impact on business decisions under the retailer guaranteed financing model,and the optimal retail price and optimal wholesale price under this model are the largest.