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Research on Collaborative Management Strategies of Closed-Loop Supply Chain under the Influence of Big-Data Marketing and Reference Price Effect

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  • Deqing Ma

    (School of Business, Qingdao University, Qingdao 266071, China)

  • Jinsong Hu

    (School of Business, Qingdao University, Qingdao 266071, China)

Abstract

This paper integrates the Internet service platform with big-data marketing into the dynamic closed-loop supply chain system as an independent game subject. Considering the reference price effect of consumers, this work constructs differential games among manufacturer, retailer and Internet service platform under three business models of independent, collaborative production and collaborative marketing. Using Bellman’s continuous dynamic programming theory, this work obtains the optimal feedback strategies of price and big-data marketing effort, brand goodwill, return rate of used products and corporate profits under the three business models. Comparing the three scenarios and analyzing the sensitivity of key exogenous parameters, it can be found that the involvement of Internet service platform has a crucial impact on the sustainable profitability of supply chain enterprises. Considering the reference price effect of consumers, enterprises should adopt different strategic alliances in different periods, which can also gain new development momentum in the context of data-driven marketing, achieve the improvement of the triple-bottom line of closed-loop supply chain and even reach a win-win situation for supply chain enterprises.

Suggested Citation

  • Deqing Ma & Jinsong Hu, 2020. "Research on Collaborative Management Strategies of Closed-Loop Supply Chain under the Influence of Big-Data Marketing and Reference Price Effect," Sustainability, MDPI, vol. 12(4), pages 1-23, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:4:p:1685-:d:324524
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    References listed on IDEAS

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    Cited by:

    1. Weihao Wang & Deqing Ma & Jinsong Hu, 2022. "Dynamic Carbon Reduction and Marketing Strategies with Consumers’ Environmental Awareness under Cap-and-Trade Regulation," Sustainability, MDPI, vol. 14(16), pages 1-31, August.
    2. Shobhana Chandra & Sanjeev Verma, 2023. "Big Data and Sustainable Consumption: A Review and Research Agenda," Vision, , vol. 27(1), pages 11-23, February.
    3. Biman Darshana Hettiarachchi & Stefan Seuring & Marcus Brandenburg, 2022. "Industry 4.0-driven operations and supply chains for the circular economy: a bibliometric analysis," Operations Management Research, Springer, vol. 15(3), pages 858-878, December.
    4. Deqing Ma & Jinsong Hu & Weihao Wang, 2021. "Differential game of product–service supply chain considering consumers’ reference effect and supply chain members’ reciprocity altruism in the online-to-offline mode," Annals of Operations Research, Springer, vol. 304(1), pages 263-297, September.
    5. Lu Zhang & Deqing Ma & Jinsong Hu, 2021. "Research on the Sustainable Operation of Low-Carbon Tourism Supply Chain under Sudden Crisis Prediction," Sustainability, MDPI, vol. 13(15), pages 1-25, July.

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