Sharing Of Market Demand Information Based On Big Data Technology In The Dual-Channel Supply Chain

In recent years,with the acceleration of the popularization of Internet information technology and mobile terminals,the amount of data generated in business activities shows an explosive growth trend.In addition,the lower cost of data storage and cloud computing technology provides technical support for the spread of big data technology in enterprises,so that it covers every operation process in supply chain from product design,production,inventory,logistics and sales.And faced with the changeable consumer market,the increasingly diverse product types,the frequent occurrence of "black swan","black rhinoceros" and other sudden events,as well as the product quality problems exposed in the sales stage and other factors have caused the uncertainty and fluctuation of market demand.In order to reduce the economic losses caused by uncertain risks,enterprises choose to use big data technology to obtain more accurate market demand prediction information to improve the agility of various decisions.However,in the supply chain structure under the multi-channel sales structure,due to the existence of different sales entities with heterogeneous market demand forecasting information,enterprises will face the following problems in the process of operation: 1)How will the market demand forecasting information based on big data technology affect the decision-making behavior of supply chain enterprises;2)When market demand is affected by uncertain factors and information is asymmetric,how should enterprises with heterogeneous information develop two-way information sharing strategies? 3)In the multi-channel sales structure,whether the upstream manufacturing enterprise will leak the shared information to other sales channels to increase its competitiveness;4)The influence mechanism of information leakage behavior on the enthusiasm of information sharing in different sales channels and the equilibrium information strategy in the supply chain.In order to solve the above problems,this paper takes the dual-channel supply chain as the research object,considers the uncertain market demand environment,big data technology investment and product quality improvement,respectively studies the sharing and leakage of heterogeneous demand prediction information under the direct and distributive dual-channel supply chain structure.First,under the direct dual-channel supply chain,according to the information strategies of the multi-channel manufacturer and the retailer,the optimal product quantity decision and wholesale price decision of supply chain members are analyzed respectively under the four situations of non-information sharing,forward information sharing,reverse information sharing and two-way information sharing.Through comparative analysis,this paper discusses the choice of bidirectional information strategy between the manufacturer and the retailer under different circumstances,and gives the equilibrium information strategy in direct dual-channel supply chain.Based on sensitivity analysis,the influence mechanism of big data technology investment and competition intensity among channels on information cooperation among supply chain members was studied.Secondly,based on the background that a large number of manufacturing enterprises do not have the ability to open and master independent online channels,combined with the development of e-commerce platform,the vertical information sharing and leakage under the distributive dual-channel supply chain structure is further studied.According to the information sharing strategy of different sales channels and the information leakage behavior of the manufacturer,the information scenarios in the supply chain is divided into five types.Since the manufacturer far away from the consumer market cannot directly obtain accurate demand prediction information,the guiding mechanism of product quality improvement technology of the manufacturer on information sharing behavior of downstream sales enterprises is considered,and the influence mechanism of agile manufacturing and lean production on the supply chain equilibrium information state is analyzed.Finally,through comparative analysis,the information equilibrium strategy in the distributive dual-channel supply chain structure under different conditions is given,and the influence of the manufacturer’s information leakage behavior on the vertical information sharing initiative is also analyzed.The major results of this paper show: there are two kinds of effects on decisionmaking: strategic effect and agile effect which are impact on wholesale price decision,product quantity decisions and production decision.In order to maintain the relative information advantage under the direct dual-channel supply chain structure.The traditional retailer has no incentive to share demand information with the manufacturer,so the equilibrium information strategy only exists in the case of forward information sharing and non-information sharing.When the competition between channels is relaxed and the retailer possess less-advanced big data technology,to improve the agility of the traditional channel to market fluctuations,the manufacturer will disclose demand forecast information,so as to achieve a forward information sharing strategy.But intensified competition between channels and the retailer’s upgrading of big data technology leads to the breakdown of the cooperation.Under the distributive dual-channel supply chain structure,when only a single channel is willing to share information vertically,the manufacturer will leak the information to the competition channel with a less-advanced big data technology,so as to increase its sales competitiveness.However,when the both sales channels share information,information leakage will inevitably occur between the manufacturer and different channels,so as to realize information symmetry among enterprises within the supply chain.Considering the risk of information leakage,the vertical information sharing strategy of sales channels is related to the level of consumers’ emphasis on product quality.When product quality improvement cannot significantly improve consumer utility,sales channels tend to conceal the forecast information from the manufacturer.As consumers pay more attention to product quality,the manufacturer can effectively guide channel vertical information sharing behavior in order to obtain higher expected profits.Allchannel vertical information sharing of supply chain can be achieved if and only if both channels believe that investment in product quality improvement can effectively stimulate consumers’ purchase intention and avoid excessive spillover effect caused by information leakage.However,the information leakage behavior of the manufacturer will reduce the enthusiasm of demand information sharing vertically,and further weaken the guiding mechanism of the manufacturer to share information with him through the production process.