电商参与下基于市场权力结构差异的制造商定价及融资策略研究

Research on Manufacturer Pricing and Financing Strategy Based on Market Power Structure under E-commerce Participation

针对由电商平台、一个资金约束制造商和一个竞争制造商组成的网络电商供应链系统,研究电商借贷和银行借贷下基于不同权力结构的资金约束制造商定价及融资策略。研究发现:融资利率是影响制造商融资策略的重要因素。在四种权力结构下,各自存在一个阈值点,当银行贷款利率一定时,如果电商借贷融资利率大于该阈值点,则制造商会选择电商借贷融资;否则,制造商将选择银行借贷融资。另外,自有资金额和市场竞争强度会影响制造商的融资策略,且电商平台和竞争制造商均有动机占据市场主导地位,优先宣布定价策略。

In recent years,more and more consumers choose Taobao,JD.COM,Pinduoduo and other ecommerce platforms to buy goods.Compared with traditional offline stores,they provide consumers with a more convenient sales service,and online shopping orders have increasingly become a part of people's lives.Aiming at the network e-commerce supply chain system composed of e-commerce platform,a capital constraint manufacturer and a competitive manufacturer,the pricing and financing strategies of capital constraint manufacturers are studied based on different power structures under e-commerce lending and bank lending.In this paper,four kinds of channel power structures are considered,namely P power structure(i.e.the ecommerce platform is the leader,the two manufacturers are the followers),S power structure(i.e.the competitive manufacturer is the leaderthe e-commerce platform is the secondary leader and the small manufacturer is the follower),C power structure(i.e.the e-commerce platform and the competitive manufacturer are both the leaders and the small manufacturer is the follower),and T power structure(i.e.the e-commerce platform is the leader,the competitive manufacturer is the secondary leader and the small manufacturer is the follower).Research shows that the financing interest rate is an important factor affecting the financing strategy of the capital constraint manufacturer.There is a threshold point in each of the four power structures.When the bank loan interest rate is fixed,if the e-commerce loan financing interest rate is greater than the threshold point,the manufacturer will choose e-commerce loan financing.Otherwise,the manufacturer will choose bank loan financing.With the increase of self-owned funds,the threshold points under the four power structures increase,so it is easier for manufacturers to choose bank lending.With the increase of competition level,the threshold points under the four power structures all decrease,so the possibility of manufacturers choosing e-commerce to borrow increases.Besides,both the e-commerce platform and competitive manufacturer have the motivation to occupy a dominant position in the market and give priority to announcing pricing strategies.Proper competition is a win-win choice for all parties.Based on this research,the financing strategy choice of manufacturers and the pricing strategies of supply chain members are analyzed under different circumstances,and the influence of competition intensity and other factors on the optimal strategy is discussed,which helps enterprises to make the optimal strategy and provides management enlightenment for the practical problems faced by enterprises.The deficiency of this study is that the bankruptcy cost and platform service cost are not considered,and the competition problem of multi-home appliance platform is not introduced,which is worthy of further study in the future.