批发和代理模式下电商平台消费信贷策略研究

doi:10.16381/j.cnki.issn1003-207x.2022.0293

Abstract

Abstract:

In recent years， many large e-commerce platforms provide consumer credit services for customers， but there are few studies on consumer credit strategies. Aiming at the secondary supply chain composed of a manufacturer and an e-commerce platform， considering that a bank provides credit card service to some customers， the consumer credit service strategy of the e-commerce platform under wholesale mode and agency mode and the conditions for launching consumer credit service are studied based on game theory. It is found that whether in wholesale mode or agency mode， the launch of consumer credit on the platform will increase the retail price of the product and expand the market demand at the same time. In agency mode， when bad debt risk of consumer credit and platform commission rate are low， the platform will launch a consumer credit service. At this time， platform credit service and bank credit card service are not exactly a competitive relationship. The platform， the manufacturer， and the bank can achieve a win-win-win situation， but the bank needs to take measures to prevent consumers from switching to platform consumer credit service. In wholesale mode， when bad debt risk is low， the platform provides consumer credit service. At this time， the profit of the bank will be reduced， and the impact on the profit of the manufacturer is related to bad debt risk. When bad debt risk is extremely low， the manufacturer and the platform can achieve win-win cooperation. In both modes， bad debt risk does not affect the retail price but has an important impact on whether the platform will launch consumer credit， which is consistent with the fact that e-commerce platforms conduct risk prediction and control through big data， cloud computing， and other information technologies based on their huge user data. A theoretical basis is provided for the implementation of credit services on e-commerce platforms and also puts forward management implications. It is suggested that e-commerce platforms should focus on controlling risks and expanding service layout in the future.

Key words: consumer credit, wholesale mode, agency mode, e-commerce platform

CLC Number:

F270

Yongrui Duan, Jiaxu Liu, Yashu Yao. Research on Consumer Credit Strategy of E-commerce Platform under Wholesale and Agency Mode[J]. Chinese Journal of Management Science, 2025, 33(3): 287-296.

Figures/Tables 3

参数	定义
$w k$	$k$ 情形下的批发价格（ $k = W N, W I$ ），决策变量
$p k$	$k$ 情形下的零售价（ $k = W N, W I, A N, A I$ ），决策变量
$D 1 k$	$k$ 情形下持有信用卡的消费者需求（ $k = W N, W I, A N, A I$ ）
$D 2 k$	$k$ 情形下无信用卡的消费者需求（ $k = W N, W I, A N, A I$ ）
$α$	银行向商家收取的信用卡手续费率， $0 < α ≤ 0.1$
$β$	代理模式下，平台向制造商收取的佣金费率， $0 < β ≤ 0.5$
$γ$	代理模式下，平台向制造商收取的消费信贷服务使用费率， $0 < γ ≤ 0.1$
$δ$	持有信用卡的消费者比例， $0 < δ < 1$
$s$	信用消费的附加效用， $0 < s < 0.3$
$θ 1$	银行提供信用卡服务面临的坏账风险
$θ 2$	平台提供消费信贷服务面临的坏账风险
$π M k$	$k$ 情形下制造商的利润（ $k = W N, W I, A N, A I$ ）
$π P k$	$k$ 情形下平台的利润（ $k = W N, W I, A N, A I$ ）
$π B k$	$k$ 情形下银行的利润（ $k = W N, W I, A N, A I$ ）

模式	制造商利润函数 $π M$	平台利润函数 $π P$	银行利润函数 $π B$
WN	$(D 1 + D 2 N) w$	$(p - w) (D 1 + D 2 N) - α p D 1$	$(α - θ 1) p D 1$
WI	$(D 1 + D 2 I) w$	$(p - w) (D 1 + D 2 I) - α p D 1 - θ 2 p D 2 I$	$(α - θ 1) p D 1$
AN	$(1 - β) p (D 1 + D 2 N) - α p D 1$	$β p (D 1 + D 2 N)$	$(α - θ 1) p D 1$
AI	$(1 - β) p (D 1 + D 2 I) - α p D 1 - γ p D 2 I$	$β p (D 1 + D 2 I) + γ p D 2 I - θ 2 p D 2 I$	$(α - θ 1) p D 1$

变量	WN	WI	AN	AI
$w k *$	$12 1 + δ s - δ 1 - s + 2 δ s α$	$12 1 + s 1 - δ α - 1 - δ θ 2$	-	-
$p k *$	$3 + 3 δ s - δ 3 + s + 2 δ s α 4 - 4 δ α$	$34 1 + s$	$1 - β - δ α - s 1 - α - β 2 1 - δ α - β$	$12 1 + s$
$D 1 k *$	$δ 1 - δ α + s 4 - δ 3 + 3 - 2 δ α 4 - 4 δ α$	$14 δ 1 + s$	$δ 1 + s - 1 - β - δ α - s 1 - α - β 2 1 - δ α - β$	$12 δ 1 + s$
$D 2 k *$	$1 - δ 1 - 3 δ s + δ s + 2 δ s - 1 α 4 - 4 δ α$	$14 1 - δ 1 + s$	$1 - δ 1 - β - δ α + s 1 - α - β 2 1 - δ α - β$	$12 1 - δ 1 + s$
$D k *$	$1 + δ s 1 + 1 - 2 δ α - α 4 - 4 δ α$	$14 1 + s$	$1 - β - δ α - s 1 + 1 - 2 δ α - β 2 1 - δ α - β$	$12 1 + s$
$π M k *$	$1 + δ s - δ 1 - s + 2 δ s α 2 8 1 - δ α$	$18 1 + s 2 1 - δ α - 1 - δ θ 2$	$1 - β - δ α - s 1 - α - β 2 4 1 - δ α - β$	$14 1 + s 2 1 - β - δ α - γ - γ$
$π P k *$	$1 + δ s 2 + δ s - 2 1 + δ s 1 + 7 - 6 δ s α + δ (1 + s (14 + s - 12 (δ - (1 - δ) δ s))) α 2 16 1 - δ α$	$116 1 + s 2 1 - δ α - 1 - δ θ 2$	$β 1 - β + δ s 1 - α - β - α 1 - β - δ α - s 1 + 1 - 2 δ α - β 4 1 - δ α - β 2$	$14 1 + s 2 β + γ - δ γ - 1 - δ θ 2$
$π B k *$	$δ α - θ 1 3 + 3 δ s - δ 3 + s + 2 δ s α 1 - δ α + s 4 - δ 3 + 3 - 2 δ α 4 - 4 δ α 2$	$316 δ 1 + s 2 α - θ 1$	$δ 1 - α - β + s 2 - δ - δ α - 2 β + δ β 1 - β - δ α - s 1 - α - β α - θ 1 4 1 - δ α - β 2$	$14 δ 1 + s 2 α - θ 1$

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Research on Consumer Credit Strategy of E-commerce Platform under Wholesale and Agency Mode

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