Investment Decision‐Making and Coordination of Supply Chain: A New Research in the Big Data Era

In a Big Data environment, in order to study the decision‐making problem of Big Data information investment and the effects of using Big Data information to improve industry cost on supply chain coordination, firstly the importance of Data Company in supply chain was analyzed, and the original supply chain model was built. Meanwhile, some changes of consumer behavior were analyzed in a Big Data environment. Based on these, the market demand function and the benefit model of stakeholder were built and analyzed. Findings: (1) The first finding is whether an enterprise was suitable for gaining Big Data to improve its costs, which was determined by the cost improvement coefficient; namely, it was related to the ability of excavating and using the value of Big Data. (2) Whether the supply chain was the decentralized decision‐making and the centralized decision‐making, the thresholds of acquisition costs on Big Data information were equal. Moreover, the maximum value that they could undertake was same. (3) Meanwhile the fact that the quantity discount contract could achieve a win‐win outcome for supply chain members was proved. The discount coefficient was related to consumers’ behavior preference in a Big Data environment.