Research On Supply Chain Coordination In The Context Of Big Data

With the continuous development of information technology,consumers' personalized needs are increasingly urgent,which prompts the supply chain to rely on big data technology to innovate the supply chain.After using big data for technological innovation,the supply chain structure is more simplified,the operating efficiency is greatly improved,and the decision-making is also more digital and scientific.However,when supply chain members apply big data for supply chain innovation,they will inevitably increase the operating costs of the supply chain,causing supply chain cost allocation problems.In order to solve the problem of cost allocation and benefit allocation when supply chain members conduct supply chain innovation.This paper achieves effective coordination of the supply chain by constructing a game theory model and designing a coordination contract.The main research contents of this article are as follows:(1)problem analysis.Summarize the changes in the supply chain structure and operation mode in the context of big data,analyze the changes in the supply chain under big data,compare the difference between the supply chain and the traditional supply chain in the context of big data,and combine relevant research to determine the research content.(2)Research on coordination issues.To study the application of big data technology in the supply chain technology innovation coordination problems,combined with the characteristics of big data supply chain coordination and game theory,to build a two-tier supply chain coordination model by consumers and manufacturers.Introducing consumers as the creators of supply chain value into the supply chain.By constructing a game theory model,the degree of innovation efforts of manufacturers and consumers,and the cost coefficient of innovation efforts of manufacturers and consumers are discussed.The impact of the optimal price of commodities and the benefits of the supply chain.And it is supported by numerical analysis.The thresholds of the level of consumer effort and the level of technological innovation of manufacturers are obtained.(3)Coordinate contract design.Considering a secondary supply chain composed of suppliers and manufacturers,the degree of technological innovation and product prices of manufacturers under decentralized and centralized decisions and the changes in the total revenue of manufacturers,suppliers and supply chains are compared.And use simulation analysis and other methods to conduct systematic theoretical and empirical research on the coordination problems arising from the application of big data in supply chain technology innovation.Through the design of the revenue sharing contract,when manufacturers use big data for technological innovation,they will make decisions based on maximizing their own interests,and the phenomenon of double marginal effects will occur to achieve effective supply chain coordination.The study found that when consumers participate in production activities,they can increase the motivation of manufacturers to use big data technology for technologicalinnovation.And the revenue sharing contract can effectively achieve supply chain coordination.