Abstract:

In recent years， more and more consumers choose Taobao， JD.COM， Pinduoduo and other e-commerce 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 e-commerce 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.

Key words: e-commerce platform, manufacturer, power structure, pricing and financing strategies