Research On Low-carbon Supply Chain Operation Management Based On Big-data Marketing

In the era of rapid economic development and increasingly fierce market competition,the development of enterprises is often accompanied by huge environmental pollution and ecological damage,one of the most prominent performance is the increasing carbon emissions in the production process and the subsequent greenhouse effect.Therefore,in the past decade,under the supervision of the government’s environmental regulations and consumers’ attention to environmental protection,enterprises began to bring the concept of low-carbon and circular economy into the business process.Therefore,in the past decade,under the supervision of the government’s environmental regulations and the attention of consumers to environmental protection,enterprises began to incorporate the concept of low-carbon and circular economy into the business process.At the same time,considering the limitations of traditional price marketing,more and more companies use big-data marketing as an innovative marketing method besides price marketing.Therefore,this paper will study the operation management of low-carbon supply chain under the background of big data marketing.First of all,in terms of the behavioral preferences of low-carbon supply chain members,different from the assumption that supply chain members are all rational persons in previous studies,this paper constructs a differential game model in which supply chain members have fair concern behavior.And by utilizing bellman continuous dynamic programing theory,this paper discusses low-carbon efforts,big-data marketing efforts and pricing strategies under five decision-making modes: centralized,decentralized,and member fairness,respectively,and analyzes the impact of fairness concern behavior on profit and utility with numerical examples.Secondly,on the basis of the low-carbon supply chain,we further consider the recycling activities of the members,and build a low-carbon closed-loop supply chain system.With the help of the differential game theory,we discuss the optimal strategies of the members of the low-carbon supply chain under the three recycling modes of manufacturer recycling,retailer recycling and third-party recycling.At the same time,we compare and analyze the environmental goodwill,waste recovery rate and profit of the three recycling modes.The results show that:1)Fair behavior is a kind of disadvantageous behavior preference,which frustrates the enthusiasm of members for low-carbon production and big data marketing,reduces the goodwill of enterprise environmental protection,aggravates the double marginal effect of low-carbon supply chain,increases the retail price of products,and damages the profits of members and the whole low-carbon supply chain.However,if only one member has fair behavior,its fair behavior will help to improve its own utility and damage the other member’s and channel utility,especially in the case of manufacturer’s fair behavior,its fair behavior will also increase its own profit.In the low-carbon closed-loop supply chain,the economic,social and environmental benefits of manufacturer recycling mode are the best,this enlightens us to divide the operation mode of the upstream and downstream enterprises in the low-carbon closed-loop supply chain under the big-data marketing.Manufacturers should focus on the operation function of low-carbon closed-loop supply chain,and give consideration to low-carbon production and recycling;Retailers should give full play to their marketing functions,convey the concept of environmental protection shopping to consumers through accurate customer positioning,increase the exposure of environmental protection products,and enhance the environmental goodwill of enterprises.Only by transferring the concept of low-carbon,environmental protection and sustainability from the product supply end to the demand end of the consumer market,can the demand end be forced to meet the demand end,and more enterprises be encouraged to produce more environmental protection products with the low-carbon and sustainable business concept,so as to achieve the value co-creation of the supply end and the demand end.