关键词: 消费者偏好信息, 供应链, 定向广告, 定价, Stackelberg博弈

Abstract: To research the effect of targeting advertisement and consumer preference information investment on the pricing decision of supply chain in big data environment,a supply chain system with one manufacturer and one retailer was chosen as the research object.Based on Stackelberg game,the market demand model was corrected by combining the logical reasoning with numerical simulation.Three cost sharing models were proposed and its incomes models were established.Under the three modes,the impact of investment levels and cost-sharing proportions on supply chain members pricing and revenue were analyzed.The results showed that the levels of investment in advertising and consumer preference information had important implications on retailers and manufacturers pricing strategies,and the optimal pricing and profit of manufacturers and retailers had a close relationship with the sharing coefficient of investment costs and cost-sharing model.

Key words: consumer preference information, supply chains, targeting advertisement, pricing, Stackelberg game