Research On Operation Mechanism Of Book Supply Chain Based On Wholesale And Agency Models In The Context Of Big Data

With the development of technologies such as the Internet,the Internet of Things,and the mobile Internet,the era of big data has arrived.And big data as an important means of production has penetrated into all walks of life.For the publishing industry,big data plays a huge role in acquiring readers' personalized needs and product marketing.And this also brings new problems-through the acquisition of big data information,companies can have a more accurate grasp of consumer needs,so as to carry out more accurate production;through the analysis and mining of user evaluation big data,companies can Improve the user experience in a more targeted manner,thereby promoting product marketing and so on.But the acquisition of big data information has also increased the additional expenditure of the supply chain.In order to cope with these changes brought about by big data information,how should the members of the book supply chain make investment decisions? How to price the product? How to coordinate the supply chain after applying big data information? The solution of the above problems is of great significance to the management theory of the book supply chain,the theory of supply chain operation management and the transformation and upgrading of the book supply industry in the context of enriching big data.In order to solve these problems,based on the Stackelberg game,this paper analyzes the pricing and investment decision-making issues of the book supply chain when using big data information and investing in targeted advertising.The specific content is as follows:To study the investment status and pricing of big data information services in the book supply chain under the background of big data.The book supply chain composed of a single book publisher and a single retailer is selected as the research object.Considering the commonly used wholesale pricing and agency pricing models for book distribution,and publishers simultaneously issuing electronic and paper books,the book supply chain revenue model under the four models is established and analyzed.The analysis results show that: 1)If publishers and retailers want to obtain more benefits,they should make full use of the value of big data information and reduce the optimization coefficient of big data information services.2)If publishers and retailers invest in big data information services,adopting a wholesale pricing model will enable supply chain members to gain more benefits.In order to study the changes of targeted advertising investment on book supply chain pricing under the big data environment,this article takes the supply chain composed of a single publisher and a single retailer as the research object,considers the investment of big data information and targeted advertising,and modifies the demand function.Based on the wholesale and agency model often used in book distribution,considering that publishers simultaneously issue e-book and p-book,a pricing game model for supply chain members under the two models is constructed to guide supply chain members The pricing decision after using big data information provides theoretical support.The results show that targeted advertising and big data information investment have an important impact on the pricing strategies of retailers and publishers.When publishing and sales costs meet certain conditions,there is an optimal solution for the supply chain revenue,and the optimal solution will follow the targeted The investment in advertising and big data information has changed.