Pricing policies and coordination of low-carbon supply chain considering targeted advertisement and carbon emission reduction costs in the big data environment

In the Big Data era, targeted advertising occurs some changes in increasing the marketing accurateness and its valuation model. When the low-carbon product traders adopt targeted advertising, consumer preference information also gets their attentions. In this process, the pricing rules and coordination issues become their attention problems considering targeted advertising and consumer performance information in the new background, but efforts about it are still a gap. Thus, to explore these problem, a low-carbon supply chain with one retailer and one low-carbon manufacturer was chosen. Afterwards, the demand function was revised considering the targeted advertising and the carbon emission level, and four common cost-sharing models and its pricing rules were put forward and analyzed. Finally, revenue-sharing contract was used to coordinate supply chain in the proposed four models. Results indicates that sharing the BDAT inputs, the costs for obtaining consumer preference information and the carbon emission reduction costs can help the retailer obtain a low wholesale price and gain more benefits. When the value of revenue-sharing coefficient is bigger than 0.25 and lower than 0.5, the revenue-sharing contract can achieve the low-carbon supply chain coordinate.