基于电商平台信用消费的制造商寄售模式选择研究  

Research on consignment mode selection of manufacturer based on credit consumption on e-commerce platform

作　　者：钟远光[1] 林子力 蒋兴华[1] 邢国敏 ZHONG Yuanguang;LIN Zili;JIANG Xinghua;XING Guomin(School of Business Administration,South China University of Technology,Guangzhou 510000,China;School of Management,Jinan University,Guangzhou 510632,China)

机构地区：[1]华南理工大学工商管理学院,广东广州510000 [2]暨南大学管理学院,广东广州510632

出　　处：《管理工程学报》2024年第6期230-245,共16页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(72074082、72325011)。

摘　　要：电商的发展促进了白条、花呗等互联网消费信贷产品的推出,这种新型的消费方式极大刺激了市场需求,提升了消费者的网购积极性。因此,本文建立了由零售商、制造商和电商平台组成的供应链。制造商在电商环境下的寄售模式分别有三种:制造商寄售模式、零售商寄售模式和混合寄售模式。基于此,本文分别构建了零售商和制造商在不同寄售模式下的信贷决策模型,探讨了制造商基于不同角度的寄售模式选择策略。研究结果表明:当佣金率较小时,混合寄售模式下制造商愿意提供相对零售商更长的信用期。制造商寄售模式下制造商的利润总是大于其在零售商寄售模式下的利润。因此,当交叉信用期弹性系数和佣金率较小时,制造商会选择混合寄售模式;反之会选择制造商寄售模式。With the development of the internet,the new transaction mode of“e-commerce”has risen rapidly.Online shopping has become the mainstream shopping method.Consignment mode is the most common e-commerce sale mode at present,where e-commerce platforms only provide a platform for merchants displaying and trading products.Therefore,merchants are responsible for the sales of products.E-commerce platforms extract certain fees from merchants′income as commission,namely order commission.The differences in the main bodies of merchants also result in a wide variety of stores on e-commerce platforms:manufacturers′online stores are called official flagship stores.While retailers′online stores can only be named as exclusive stores,franchise stores and other unofficial stores.The rapid development of e-commerce also spawned the emergence of internet consumer credit products such as JD Pay Later and Ant Credit Pay,which greatly stimulated consumer demand.In practice,manufacturers and retailers have different credit period decisions(interest-free installments)for consumers.For example,for the same product,Xiaomi flagship store on JD.com supports interest-free services of up to 24 periods,while a Xiaomi exclusive store on JD.com only provides 3 periods of interest-free service.Since both channels provide credit sales and the product pricing is consistent,consumers will consider the length of credit term(credit period)of different channels in addition to their own preferences when choosing channel to buy products.Therefore,the different credit periods of different channels constitute market competition.Credit sales gradually become a method of market competition among merchants.Therefore,it is of great practical significance to study the credit decisions of different merchants.At the same time,does the fact of retailer sharing the e-commerce market harms manufacturer′s profits who is the dominant player in the supply chain?The marketing channel selection strategy of the manufacturer under different circumstances is the ke

关 键 词：信用消费 电商平台 寄售模式 STACKELBERG博弈 

分 类 号：F273[经济管理—企业管理]