Abstract: Coordination of financial supply chain plays an important role in solving the financing problem of small and medium-sized enterprises (SMEs) and enhancing the competitive advantage of supply chain The trust perceived by banks from the reputation of supply chain is also worth studying when they participate in financing Newsboy model and Stackelberg game are used to construct the expected profit model of financing participants, and the transaction decision of participants is obtained by inverse induction method and the coordination analysis is carried out The main results show that the higher the reputation level of supplier decision, the higher the order quantity of retailer will be, and the higher the trust degree of bank, the lower the interest rate will be; decentralized decision-making under cost-free sharing contract cannot be coordinated; the coordination of financial supply chain can be realized when the share ratio reaches a certain value after introducing the cost-sharing contract of retailer Finally, the above conclusions are verified by MATLAB

Key words:  buyer's electronic order financing, reputation trust, transaction decision, contract coordination