Decisions and Coordination of Green Supply Chain Considering Big Data Targeted Advertising

The application of big data targeted advertising in the green supply chain makes marketing products more accurate and effective. This paper applies game theory to study decisions coordination issues a which online retailer conducts advertising. A centralized model two Stackelberg models (an online-retailer-led decentralized manufacturer-led model) were constructed solved. zero wholesale price-side-payment contract greedy introduced into for coordination. found that: (1) increase demand attenuation coefficient, sensitivity coefficient will be beneficial growth total consumer demand, profit, environmental benefit; (2) is necessary because greenness, benefit under are higher than those models; (3) contracts can achieve chain, profits manufacturer greater model. results provide insights promoting operations.