Abstract: In the closed-loop supply chain,considering the participation of a big data service provider and assistance in recycling and marketing,the reputation of the manufacturer was introduced to study the impact of different big data services on the closed-loop supply chain.The Ito process was used to characterize the recovery rate perturbed by multiple factors,and the influence of parameters such as the sharing ratio and payment level of the big data service cost on the members of the closed-loop supply chain was analyzed.Research showed that when the industry reached saturation,the assistance of a big data service provider would not significantly improve the environment and economic benefits;if the assistance of big data service providers in marketing could effectively stimulate the market,the recovery rate,recovery effort level and profit improvement might be higher than the assistance recovery situation;the manufacturer was more likely to be disturbed by uncertain factors,and the level of recycling effort and profits fluctuate more,but fluctuations could increase the level of recycling effort and profit to a certain extent.The retailer's retail prices and profits tended to stabilize for a shorter period of time,and they could perceive market changes and respond faster;when the payment level of big data service fees was higher than a certain threshold,corporate profits would be reduced.

Key words: assist recycling, assist marketing, big data service provider, closed-loop supply chain

摘要： 在闭环供应链中考虑了大数据服务商参与并提供协助回收和协助营销两种服务,引入了制造商声誉,研究了不同的大数据服务对闭环供应链的影响。利用伊藤过程刻画了受多因素扰动的回收率,分析了大数据服务费用的分担比例和支付水平等参数对闭环供应链成员的影响。研究表明:当回收再造行业达到饱和时,大数据服务商的协助对环境和经济效益的提升都不显著;当大数据服务商协助营销能够有效刺激市场时,回收率、回收努力水平以及企业利润有可能高于协助回收情形;制造商更容易受到不确定因素的干扰,回收努力水平和利润的波动幅度更大,但波动能在一定程度上提升回收努力水平和利润。零售商的价格和利润趋于稳定的时间更短,感知市场变化和应对的速度更快;当大数据服务费用的支付水平高于一定阈值时,会降低企业的利润。

关键词: 协助回收, 协助营销, 大数据服务商, 闭环供应链