A Study On Green Supply Chain Decision-Making Involving Big Data Service Providers From The Perspective Of Reputation

Circular economy,digital economy and environmental issues are important issues of global concern.As a big manufacturing country,China has issued many important policies and documents on the construction and guidance of green supply chain since the 18 th National Congress of the Communist Party of China.Since 2016,China has issued a series of policies to help enterprises build a green supply chain,such as“Green Manufacturing System Construction” and “The 14 th Five-Year Industrial Green Development Plan ”.Domestic and foreign leading enterprises have also practiced and explored green supply chain.However,on the one hand,most Chinese manufacturing enterprises and consumers have a relatively shallow understanding of green supply chain.How to connect production links and consumption links of green supply chain,reduce transaction costs of upstream and downstream enterprises due to information asymmetry,and make it easier for consumers to obtain real and effective information of enterprises and commodities? To promote green consumption and then promote the benign development of green supply chain is the current problem facing the development of green supply chain.On the other hand,the cooperation between supply chain enterprises and big data service providers will affect the reputation of enterprises and supply chain profits,thus affecting the operational decisions of enterprises,and thus affecting the development process of green supply chain in Chinese manufacturing industry.Based on this,this paper discusses the pricing decision of core enterprises of green supply chain from the perspective of corporate reputation with the involvement of big data service providers.The main research contents are as follows:First,the third chapter of this thesis discusses the pricing decision of the green supply chain in which the big data service provider participates in the manufacturer’s reputation increase.Based on the traditional two-level supply chain consisting of manufacturers and retailers,a three-level supply chain consisting of only one manufacturer,one retailer and one big data service provider is constructed.The Stackelberg game model is studied under two modes: manufacturer and retailer do not cooperate with big data service provider,but only manufacturer and big data service provider cooperate.By analyzing the influence of big data service effort level on manufacturer reputation,supply chain pricing decision and profit,the research finds that enterprise reputation has a positive promoting effect on market demand,and manufacturing enterprise reputation is related to product greenness.Enterprises can improve their reputation by increasing green input level,but high marginal input cost will hinder enterprises to carry out green production.Therefore,manufacturing enterprises in the green supply chain should actively explore new partners to improve their economic and environmental benefits.Second,the fourth chapter of this thesis discusses the participation of big data service providers in the supply chain decision-making of retailers’ reputation increase.The Stackelberg game model is constructed under the cooperation mode between retailers and big data service providers,and the optimal pricing decisions are studied under the market environment dominated by retailers,manufacturers,and neither manufacturers nor retailers are dominant.It is found that when retailers cooperate with manufacturers and big data service providers to make centralized decisions,product greenness and product retail price can be effectively improved,and the supply chain system can achieve the optimal profit.Finally,in order to promote the integrated development of digital supply chain and green supply chain,the management enlightenment is put forward from the aspects of innovation and green supply chain.This thesis takes big data service provider as the decision-making body of green supply chain,extends the study of corporate reputation to green supply chain,and studies the change of corporate reputation with the participation of big data service provider,as well as the optimal decision of product pricing,greenness and effort level of big data service in green supply chain.This thesis has enriched the existing research on digital decision-making of supply chain and provided theoretical guidance for the decision-making behavior of core enterprises of green supply chain.