Optimization And Selection Of Big Data Investment Model Of Supply Chain Based On Channel Structure

With the rapid development of the Internet,the amount of information has grown rapidly.While bringing development and opportunities to all businesses,it also brings difficulties and challenges.Development and opportunities mean that businesses can access more market data and conduct a more comprehensive market analysis,which is conducive to increasing market demand;difficulties and challenges mean that in the face of a large amount of data,some enterprises are faced with the dilemma of lack of big data processing technology,lack of funds,lack of big data processing talent and insufficient ability to use big data technology,leading to serious problems such as failure to develop new consumer markets and nibbling away at old consumer markets.The above analysis shows that enterprises with strong data technology can bring higher profits by virtue of their superior working ability.Therefore,big data technology is increasingly becoming an important technology for enterprises to follow the times,optimize management and improve earnings.In order to process large amounts of data and further master more accurate and powerful big data technology,many enterprises will spend more manpower,material resources and financial resources in operation to achieve the effect of stable big data technology.Therefore,the operation cost of enterprises will gradually increase,and the decision makers of enterprises will consider two aspects: one is whether they should invest in big data technology? Second,how to maximize the profits of enterprises by investing in big data technology? Therefore,an enterprise’s choice of investment in big data technology will become a key factor affecting the enterprise itself and the entire supply chain.While grasping the opportunity for transformation and development,enterprises should also pay attention to the cost.In order to explore the impact of big data service(technology)input of each enterprise in the supply chain on the whole supply chain and the collaboration relationship between supply chain members,this study explores the impact of big data service undertaken by different supply chain members based on different channel structures.That is,the difference between the manufacturer and the retailer when they invest in big data services respectively under single-channel and dual-channel structures.Through literature collection and model building,this study uses the Stackelberg game analysis method to explore the research objectives.The specific research content and results are as follows:Firstly,under the single-channel structure,a supply chain consisting of a manufacturer and a retailer is constructed,where the manufacturer invests in big data services in order to further understand consumer preferences and produce products with higher consumer satisfaction.However,when different supply chain members make decisions on big data service investment,they will have different impacts on the supply chain.Therefore,on the basis of the manufacturer’s investment in big data service,the retailer’s investment in big data service is also studied.Secondly,under the dualchannel structure,a supply chain composed of a manufacturer and a retailer is constructed.In addition to the traditional single channel composed by the manufacturer and the retailer,the online direct selling channel is also opened.Similar to the single-channel model,the manufacturer is investing in big data service to further increase market demand.The difference from the single-channel model is that in addition to the manufacturer and retailer investing in the big data service separately,the model also studies the difference when the big data service benefits both channels or only one channel.Finally,by solving the model and analyzing the results,the optimal solutions of each parameter under each model and the optimal solutions of supply chain members’ profits are obtained.On this basis,the profits of supply chain members are vertically compared,and the cost-sharing contract is used to achieve Pareto improvement among supply chain members.The results show that:(1)under the manufacturer invests in big data service model of single channel,the retail price,wholesale price,big data service level and retailer’s profits are better than that under the retailer invests in big data service model.However,the manufacturer’s profit depends on the fixed cost of big data service.At the same time,when the retailer invests in big data service,its publicity level will decrease.As the leader of the supply chain,the manufacturer will definitely choose the most favorable model.However,in order to make the supply chain develop in a coordinated way,the cost-sharing contract will serve as an incentive mechanism to make the retailer and the manufacturer make the same choice.(2)In the dual-channel model,both the manufacturer and the retailer prefer to invest in big data service and affect both channels,and the model that the manufacturer’s investment in big data service only affects online direct selling channels will also become the choice of both.The choice of the above three models depends on the fixed cost of big data service.In the other three models,investment in big data only affects one of the channels,resulting in unreasonable pricing and unreasonable service level of big data.Finally,the manufacturer still chooses the cost-sharing contract as the incentive mechanism to make the retailer make the same choice.The management enlightenment mainly lies in that when supply chain members invest in big data service,they should not only pay attention to the cost,but more importantly pay attention to the benefits brought by it.At the same time,the collaboration among supply chain members is the key to maintaining the sustainable development of the supply chain,which should be the focus of each supply chain member.