Research On Supply Chain Cooperation Strategy In The Big Data Era

The rapid development of the new generation of information and communication technology has led to an exponential growth in data storage and the world has entered the era of big data.Although big data technology has great value to enhance the competitiveness of enterprises,most companies lack a comprehensive data ecological layout capability,and often cooperate with professional data companies to create a digital future.In addition,with digital consumption and user experience paramount,traditional companies obey the strategic layout of big data,tactical planning sales efforts to enhance brand effects,expand market share with big data precision marketing,enhance supply chain competitiveness,and drive digital transformation of supply chains.Therefore,it is necessary to focus on researching the cooperation strategies of supply chain considering the influence of sales efforts in the era of big data,designing big data business investment decisions,and balancing the interests of members.Based on the above background,this article introduces big data service providers into the game and reforms the traditional two-tier supply chain system.Starting from the cooperation objects of big data service providers,it divides into three types of four supply chain cooperation modes: non-cooperation(N mode),local cooperation(M mode,R mode),overall cooperation(C mode),and constructs corresponding supply chain games model.In addition,in view of the impact of sales efforts on supply chain investment decisions,four types of efforts are categorized: no effort(N-Effort),unilateral effort(M-Effort,R-Effort),and bilateral effort(B-Effort).The purpose of modeling is to comprehensively analyze the impact of supply chain cooperation models and sales effort factors on big data business investment decisions and profits.Considering the deterministic demand that is affected by the combination of big data marketing,sales effort and market prices.Describing the digital operation can improve production and marketing costs,the difficulty and degree of effort affect the cost of effort,and it is assumed that the cooperative enterprise distributes profits in a revenue sharing cost sharing manner on the basis of achieving a win-win situation.The results show that horizontally comparing big data business investment strategies of the same cooperation model,the market price,wholesale price,sales effort level,market demand,supply chain profit are the highest in the bilateral effort,followed by unilateral effort,and the worst performance without effort.The effect of the two unilateral efforts needs to be combined with the sensitivity analysis of the effort.If the relative effort sensitivity coefficient exceeds the critical value,R-Effort performs better.Otherwise,should select M-Effort.Moreover,there is no cooperation and partial cooperation strategy preference for R-Effort,while the overall cooperation strategy does not have preference for R-Effort or M-Effort.In addition,the supply chain games of different cooperation modes are compared vertically.It is found that there is an upper limit on the unit investment cost.Among them,the overall cooperation and bilateral efforts can minimize the investment threshold and promote the digital transformation of the supply chain.Once the unit investment cost remains within a reasonable range,big data service providers cooperating with traditional enterprises to invest in big data business will stimulate sales efforts,market prices,market demand,and improve supply chain performance.Comparing two local cooperation strategies(M mode and R mode),and finds that there is a typical“Chicken Game”between manufacturers and retailers.However,from the perspective of the overall efficiency,if unit production costs more than the unit cost of sales,the R mode performs better.If the two are equal,the M mode and the R mode perform equivalently;otherwise,the M mode performs better.In addition,compared with the local cooperation strategy,the overall cooperation strategy has eliminated the double marginal effect,optimized the production and sales costs at the same time,and stimulated the level of sales efforts to increase significantly,promoting the overall competitiveness of the supply chain.The digital transformation of the supply chain is a difficult process.Only when mature big data technology applications highlight the advantages of scale,strategic layout of the big data ecosystem can improve supply chain performance.Maintaining an open attitude,building a "big data alliance" around the central enterprises,transforming the traditional hierarchical structure into a new type of cooperative relationship,promoting the healthy development of the industry.Based on this,obeying the big data strategic layout,tactical planning for a series of sales efforts can not only lower the investment threshold but also expand market demand,and improve the profitability.The research results have enriched the theoretical research on supply chain big data,and provided management inspiration and decision support for members to help them adjust investment decisions and broaden profit margins.