Research On The Cooperative Marketing Strategy Of Stackelberg In The Three-stage Supply Chain With The Participation Of Big Data Service Providers

This paper built a three-tier supply chain marketing model based on the stochastic differential game theory,and uses the HJB equation to obtain the profit value of the supply chain participants when the game state is balanced under the three modes,the manufacturer's product quality investment level,and the big data service provider marketing level and the optimal path for potential consumer conversion rates.Further,the three models were compared and analyzed.The study found that:(1)Under the cooperation model,the total profits of the supply chain system,the efforts of manufacturers to invest in product quality,and the efforts of big data service providers to reach the highest levels of marketing efforts,supply chain The tripartite joint decision eliminated the adverse factors such as communication costs,and the profit loss of the supply chain system was the smallest.In a decentralized situation,manufacturers are willing to enter into cooperation with retailers.The precondition for cooperating with retailers to pay for big data marketing expenses is that manufacturers' profit margins will be more than half of the marginal profit of retailers.After a joint payment contract is reached,whether it is From the point of view of input effort or the total profit of the supply chain,it is better than the retailer to pay the contract alone;(2)In the three cases,the profit value of each supply chain member,and the input level of manufacturers and big data service providers Both are related to the marginal profit margins of manufacturers and retailers.It can be seen that promoting manufacturers to increase investment in product quality and big data service providers increasing their investment in marketing is to increase the profit margins of manufacturers and retailers,while the margins The increase in profit will also increase the profit value,so the improvement of profit margin is fundamental;(3)The expectation of potential consumer conversion rate under cooperation game is greater than the decentralized situation,which indicates that more actual consumers can be obtained under the cooperation contract.However,at the same time,the variance of the conversion rate under the cooperation contract was also found to be larger,indicating that the unified decision inevitably needs to coordinate the parameters.(4)The retailer's optimal order quantity and its prospect value are related to the retailer's risk attitude.That is,the higher the degree of loss aversion is,the more the retailer tends to order less,and its prospect value is also higher.The less you follow.Similarly,the probabilistic loss attitude has the same nature,and the optimal order quantity shows a law of diminishing marginal order quantity as the probabilistic loss system increases.