关键词: 大数据服务商, 闭环供应链, 伊藤过程, 声誉

Abstract: Rapid economic development and rapid population growth have exacerbated environmental pollution and resource shortage. Many manufacturing enterprises have begun to incorporate closed-loop supply chain into their development system. There are many interference factors in the closed-loop supply chain. Enterprise decision-makers must face the impact of these factors and make timely decisions. Improper handling may affect the reputation of enterprises. Today is in the information age, and having valuable information is conducive to enterprise decision-making and planning. Therefore, big data service providers came into being. There are various types of big data service providers, including big data service providers that provide technology-based services and big data service providers that provide data resources. Big data services have been widely used. Enterprises can choose big data service types according to their own needs, such as product recommendation, marketing assistance and recycling assistance. When the closed-loop supply chain is faced with multiple factors and the participation of big data service providers, the supply chain member strategy becomes the key. The impact of the participation of big data service providers on enterprises deserves further study. In the closed-loop supply chain, considering the involvement of a big data service provider and the recovery rate affected by various factors such as goodwill and time. This paper studies the equilibrium strategies of supply chain members under three situations of no big data service provider participation, a big data service provider providing assistance recovery and marketing service respectively, and makes a comparative analysis. This paper describes the dynamic change of recovery rate through Ito process, and analyzes the influence of big data service fee sharing ratio and the sensitivity coefficient of goodwill to recovery rate on supply chain members. The results show that: the recovery rate of used products, decisions and profits of closed-loop supply chain members can reach the expected value in a short time, and fluctuate around the expected value due to the interference of random factors; the retailer is more aware of market changes and profit; the participation of a big data service provider can improve the recovery rate and the recycling effort level of the manufacturer and the profit of closed-loop supply chain members in some way. When the external environment has more constraints and restrictions on the recycling of waste products, under the same big data service level, assisting marketing is more conducive to the improvement of recycling effort and profit than assisting recycling. The enlightenment is as follows: (1)Although the recovery rate and the decision variables and profits of supply chain members can reach the expected value in a short time, they are still in a fluctuating state due to the interference of random factors. Especially in the era of the Internet, the rapid spread of information has exacerbated the volatility of random factors. Enterprises should pay more attention to the changes in the external environment and adjust their strategies in time; (2)As retailers perceive and respond to the market more quickly, manufacturers should maintain a good cooperative relationship with retailers, share business information, jointly discuss the sharing ratio of big data service costs, reduce the negative impact of uncertainty, and enhance the level of pricing, recovery efforts and profit stability; (3)In the era of big data, enterprises should have the ability to mine valuable information from massive data. Enterprises can consider whether they need the assistance of big data service providers. When selecting the type of big data service, they should consider the overall environment, including the external environment, such as the policies of the government and other third-party institutions, the industrial environment, the economic situation and the internal environment, such as the enterprise strategy and their own capabilities, It is conducive to the sustainable development of enterprises and the environment. The study considered all sold offline. However, with the development of the Internet, many enterprises have started the online and offline dual-channel sales model. Therefore, it will be the focus of future research to consider dual-channel sales and the participation of big data service providers in the closed-loop supply chain.

Key words: a big data service provider, closed-loop supply chain, ito process, goodwill