Research On Enterprises Cooperation Strategies In Supply Chain Based On Internet Of Things

With the rapid development of IoT(Internet of Things)technology,a new kind of convenient is provided which contributes to the resource sharing among enterprises of supply chain.Because of the original resource facilities loaded the intelligent terminal,huge amounts of data can be perceived,and the development of cloud computing and big data technology make it possible that huge amounts of data processing is becoming more quickly.The change of information technology is bound to cause the change of manufacturing mode and marketing mode,which will produce an effect on enterprise operations and the cooperation among enterprises of supply chain.Complying with "rational man" assumption,this thesis follows the principle of benefit maximization to research the questions of business mode and cooperation.Based on behavioral economics,operations management,cybernetics,economic game theory and information economics as the basic theory,comparisons on cooperation strategies of supply chain under the Internet environment are researched.By use of the mathematical modeling,this thesis discusses the cloud services platform operating mode,big data marketing strategy considering consumer behavior of price comparison and brand competition and longterm supply chain dynamic cooperation marketing strategy respectively.This thesis main research contents are as follows:1.The supply chain operation mode with the participation of the cloud services platform(1)Effects of cloud service platform forecasting information sharing on channel strategies of the manufacturerIn order to study the effects of cloud service platform forecasting information sharing on channel strategies,firstly,the decision model is established under the conditions of traditional direct channel,and then the optimal price and the optimal expected profit are obtained.Secondly,the effects of cloud service platform information sharing on the manufacturer and the platform enterprise are analyzed under the conditions of additional platform channel besides the traditional direct channel.Then,the incentive mechanism is designed to make the platform enterprise be willing to share information,which makes the expected profits of both manufacturer and platform enterprise increase significantly.Finally,comparing the traditional direct model with the two-channel strategies,we get the optimal channel strategy.(2)Comparison on cooperation strategy of cloud service platform and manufacturer considering the service costConsidering the service cost,the service level as the exogenous variable is extended to endogenous variable,namely the manufacturer and cloud service platform provide services and the service level as endogenous variables.Considering the supply chain system composed of a single manufacturer and cloud service platform.The manufacturer as the leader of the game which make the decision of service level and sales price at the same time,and the cloud service platform as a follower which make its decision of service level and sales price at the same time.Through the comparison of the three different situations of operation modes,the optimal equilibrium solution are obtained.With the bargaining model,the cloud service platform and the manufacturer interest coordination mechanism is designed.2.Big data marketing strategy considering consumer behavior of price comparison and brand competitionAccording to the specific background of the big data era,two similar product manufacturer belong to different brands are on the market.The original manufacturer and the emerging manufacturer in product market are competitors.Both of the manufacturers make their pricing strategy and marketing strategy to gain more market share.Considering consumer behavior of price comparison,the thesis analyzes the three patterns: both of manufacturers to adopt the traditional marketing strategy;the original brand manufacturer to adopt the big data marketing and the emerging brand manufacturers to adopt the traditional marketing strategy;both of manufacturers to adopt big data marketing strategy.3.Supply chain long-time dynamic cooperation strategy of big data driven marketing(1)Two-echelon supply chain dynamic cooperation strategy of big data driven marketingConsidering the inter-temporal effect of big data driven marketing and the consumer type division under the Internet of Things environment,we extend the big data driven marketing to the long-term dynamic situation.Based on the dynamic differential game theory,two-echelon supply chain cooperation model is established.After the quality effort levels,marketing efforts and consumers conversion rates of the equilibrium are obtained in different modes,we compare the results.Then we discuss the effect of parameter on the supply chain system profit,and make use of case analysis to verify the validity and credibility of the model.We hope that this research will provide theoretical support to big data driven marketing strategy among upstream and downstream enterprises in supply chain.(2)Comparison on dynamic cooperation strategies of a three-echelon supply chain involving big data service providerThis dissertation builds the marketing dynamic optimization models for threeechelon supply chain with the involvement of big data provider in this specific big data era.It also builds three policy models based on the theory of differential game in the mode of cooperation contract,retailer payment contract and joint payment contract respectively.And quality investment,marketing investment,consumer conversion and apportionment for joint payment contract under these three modes are calculated.After comparing these three models,the cooperation contract is extended to a new situation where the retailer's cost of sales is variable.In the end,the impacts of exogenous parameters on the supply chain profits are discussed,and numerical examples are used to verify the effectiveness and credibility of the models.The result shows that under the cooperation contract the level of the quality of manufacturer and the marketing investment of big data provider are the highest,and once certain conditions are met,the total supply chain system profits of cooperation contract are higher than the other two modes.