Operation Mechanism Research Of Supply Chain In Knowledge Supply Industry Based On Big Data Information

With the popularity of Internet,and the rapid development of Internet of Things(IoT)and Cloud computing,global data are increasing rapidly.Meanwhile,the development of Cloud and virtual storage will make the storage cost of Big Data reduce.All of these are an opportunity for the application and development of Big Data.Therefore,the era of Big Data has arrived.Under the Big Data background,data are called as the indispensable raw materials in the society of information economy,and have penetrated into every industry and affect the development and change of an industry.In the book publishing industry,Big Data have also been explored and applied.With the rapid development of economic,books as the representative of knowledge products are becoming more and more variety.But it is difficult to meet the individual needs of reader and consumption unit.Therefore,obtaining the accurate and timely consumer preference information is becoming more and more important for the knowledge supplying enterprises.Big Data create an opportunity for the knowledge supply enterprises to obtain the accurate and timely consumer information.Therefore,in reality,the paper book publiser has begun to invest in Big Data to explore the use methods of Big Data,and the widely used method is to buy the required Big Data information from the relevant Data Companies.But they also face many problems in this process,including: 1)if the book publisher and its supply chain members want to obtain the optimal revenue,how should they invest in big data information? 2)Targeted advertising and consumer preference analysis as the important application of Big Data have been used in book publishers,however,if the sharing ways of costs in targeted advertising and consumer preference information are different,how should they price to get the optimal revenues? 3)On the other hand,they also worry that if their private information is leaked,what impacts it will bring for the competition and cooperation relationship between supply chain members and their own competitive advantage.These are important issues concerned by book publisher.But quantitative research is still lack.Therefore,to fill the theoretical blank and solve the real problems faced by book publisher in Big Data application process.Influence mechanisms of Big Data information input on book-supplied supply chain are taken as the research object.Meanwhile,in the big data background,considering consumer heterogeneity preference,targeted advertising,information security,and so on,the impacts of Big Data information investment on supply chain are preliminary discussed.Research contents on this thesis are shown as follows:Firstly,investment decision-making and coordination of supply chain in book publishing industry are discussed in the Big Data environment.The connotation and type of Big Data information are defined in this paper,i.e.,enterprise inside and outside Big Data information,enterprise outside Big Data information mainly refers to consumer preference information.Considering consumers' heterogeneous demand increase and the formation of individual market,the changes of consumer behavior in the Big Data environment are analyzed.According to the utility function theory,the market demand function is expanded.Based on the above analyses,in the decentralized decision-making and the integrated decision-making,four models of information investment are constructed,and using quantitative discount contract achieves the supply chain coordination.Then,in symmetric and asymmetric information environment,four models of information investment are constructed,using revenue-sharing contract achieves the supply chain coordination.Secondly,effects of consumer information and targeting advertising investment on the pricings of the tradinational book publising supply chain are studied.In the Big Data environment,the importance of consumer preference information to enterprises are analyzed,and development status,operation mechanisms and income modes of the targeted advertisement are described.Based on these,a market demand function is constructed.Then,a supply chain system with one book publisher and one retailer was chosen as the research object.Then,the combination methods of the logical reasoning and numerical simulation were used.The market demand model was corrected.Three common costs sharing models of tradinational book publising supply chain were proposed and its incomes' models were established.Under the three modes,the impacts of investment levels and cost-sharing proportions on supply chain members' pricing and revenue were analyzed.Finally,influences of private information leak on co-opetition relationship of tradinational book-suppiled supply chain are researched.Effects of private intelligence leakage on competition and cooperation relationship of supply chain current situations(i.e.,ways of private information leakage increase,and the laws and regulations are imperfect,and the security technology is immature)were analyzed.Then,under the Big Data background,taking into account the increasingly serious problem of private information disclosure,an original cooperation model of supply chain was built,meanwhile,under the condition of private intelligence leak,three common competing models of the tradinational book publising supply chain were given.Then,the optimal profits,the optimal price,the competitive advantage of different competitors under the three models were analyzed and compared.Findings: under the Big Data environment,the acquisition costs of private intelligence and wholesale price have effects on competition and cooperation relationship of supply chain.And the acquisition costs will decide who wins in the competition.A supply chain,which is based on a publishing company,with publisher and retailer was chosen as a case of this paper.The decision-making conditions of Big Data information investment and coordination contract proposed by this paper are confirmed.In addition,considering targeted advertisement and consumers' preference information investment,supply chain pricing strategy are proved to be better.Meanwhile,the influence mechanism of private information disclosure on book publising supply chain competition and cooperation relationship is confirmed.The research of this paper can be applied to the data-driven supply chain management practice in book publishing industry and sublimate the book publising supply chain management theory.To further study the impact of Big Data information investment on book publisng supply chain expands ideas.