Analysis Of Manufacturer's Sale Channel Decision Based On E-commerce Loan

With the vigorous development of the Internet,the supply chain financial market,which had been controlled by traditional financial institutions,has also ushered in a new impact.The emergence of e-commerce supply chain finance not only reduces financing costs and invigorates enterprise capital,but also provides supports in logistic and marketing services for enterprises with its own advantages.At the same time,upstream and downstream enterprises can also form a good business ecology surrounding the e-commerce platform.But new opportunities inevitably bring new conflicts.In the market,e-commerce enterprises are often in a powerful position.For the sake of market share,e-commerce enterprises often have many restrictions inproducts saling.Such restrictions can affect decisions such as pricing,reducing manufacturers' profits.In this context,which kind of strategy is beneficial to both e-commerce platforms and manufacturers?How does the choice of loan modeaffect the profits of manufacturers and e-commerce platforms? At the same time,how does market interest rate,channel cost,including the interest rate of loans provided by e-commerce platforms and other factors affect the earnings of enterprises? In order to solve the above problems,this paper starts from the development of supply chain finance,and on the basis of reviewing the previous supply chain finance model,summarizes the new supply chain finance model related to e-commerce in the new environment.Secondly,the key factors affecting supply chain decision-making were found out through relevant literatures.Combined with the problems,the operation process of supply chain finance mode participated by e-commerce is abstracted into a conceptual model,and then the mathematical model was proposed.Thirdly,the model of manufacturer's single-channel sales and dual-channel sales in the context of e-commerce lending is established.Factors affecting supply chain efficiency and corporate profit are added.The competitive relationship between manufacturers and e-commerce platforms is analyzed with Stackelberg game.;Finally,the conclusion is verified by numerical example and presented visually.The main conclusions of this paper are as follows: first,the single-channel sales model is more beneficial to e-commerce platforms,but if manufacturers have their own sales channels,it is a better choice to simply borrow money from e-commerce platforms.Second,for the electric business platform,the appropriate interest rate is the key factor affecting the corporate profits,under the mode of single channel,high interest rates will cause the rise in the price of the wholesale to reduce electric business platform for profits,and in the case of manufacturers have other sales channels,the electric business platform for low loan interest rates will lead to manufacturers for the transfer of profits;Thirdly,factors such as channel maintenance cost and cross-channel influence have a great impact on the pricing decisions and profits of participants.The above conclusions are of great significance to both manufacturers and e-commerce enterprises.For manufacturers,this paper compares the two modes of profit,wholesale price and retail price of manufacturing enterprises and other decisions,to a certain extent,can help enterprises choose suitable development mode;On the other hand,for e-commerce enterprises,this paper also makes a comparison of their profits,especially puts forward Suggestions on the interest rate setting of loans provided by e-commerce platforms,which can prevent the profit loss caused by too high interest rate and the income transfer caused by too low profit.Finally,this paper also provides guidance for the pricing strategy and channel selection strategy of enterprises,and puts forward suggestions for the future development direction of this research field.