联合营销背景下资金约束电商供应链融资决策研究  

Financing Decisions of E-commerce Supply Chain Under the Background of Joint Marketing

作　　者：余帆 聂佳佳[1] YU Fan;NIE Jia-jia(School of Economics&Management,Southwest Jiaotong University,Chengdu 610031)

机构地区：[1]西南交通大学经济管理学院,成都610031

出　　处：《软科学》2023年第10期136-144,共9页Soft Science

基　　金：国家自然科学基金项目(71672153);成都市科技局支撑项目(2017-RK00-00433-ZF)。

摘　　要：考虑品牌商存在资金约束且实施营销努力,研究了不同联合营销背景下(N无联营,J联营)电商供应链融资决策(E电商借贷,B银行借贷)问题。研究发现:(1)资金成本较低是电商供应链联合营销的必要条件,且联合营销始终是“共赢”策略。(2)无联营情形下,品牌商和电商平台均偏好贷款利率较低的融资渠道;联营情形下,两者融资渠道偏好是对立的。(3)不论何种融资模式,电商平台联合营销水平均随贷款利率增加而增加,且相同贷款利率条件下,银行借贷情形下电商供应链联合营销合作范围更大。(4)不同联合营销背景下,均存在关于贷款利率的两个阈值坐标,该阈值为最优融资方案转折点。Considering the financial constraints of brand suppliers and the implementation of marketing efforts,this paper studies the financing decisions of brand suppliers(E e-commerce lending,B bank lending)under different joint marketing backgrounds(N no joint,J joint).The results show that:(1)Low capital cost is necessary for e-commerce supply chain joint marketing,and joint marketing is a"win-win"strategy.(2)In the case of no joint marketing,the brand supplier and e-commerce platform prefer financing channels with lower loan interest rates.In the case of joint marketing,the preference of the financing channels is the opposite.(3)Regardless of the financing mode,the joint marketing level of e-commerce plat-forms increases with the increase of the loan interest rate,and under the same loan interest rate,the joint marketing coopera-tion scope of the e-commerce supply chain is larger in the case of bank lending.(4)Under different joint marketing back-grounds,there are two threshold coordinates about the loan interest rate,which are the turning points of the optimal financing scheme.

关 键 词：资金约束 电商供应链 联合营销 融资策略 

分 类 号：F832.4[经济管理—金融学] F724.6F274