In order to improve the efficiency of customization and reduce the cost of customization under Big data environment, this paper uses cost-sharing contract, pricing mechanism, Hotelling model, and game theory tools and research methods, for C2B Electronic Commerce (e-commerce) mode of Supply Chain Pricing Strategy for in-depth discussion. This paper first gives the architecture of the customization service system based on big data. The paper studies the game equilibrium of supply chain members under four scenarios: centralized decision-making, decentralized decision-making, C2B-dominated decision-making, and traditional enterprise-dominated decision-making in a supply chain composed of a supplier and C2B e-commerce enterprises with horizontal price competition, and examines the cross-price. Important parameters such as impact coefficient, impact coefficient of effort degree of personalized customization, and so on have an impact on variables such as effort degree of personalized customization, retail price, and profit of supply chain members of C2B e-commerce enterprises. Research shows that with the increase of cross-price impact coefficient, C2B e-commerce will enhance its personalized customization efforts in different situations in order to pursue higher profits.

中文翻译：

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基于大数据的电子商务运营定制策略分析

为了提高大数据环境下的定制效率并降低定制成本，本文采用了成本分摊合同，定价机制，Hotelling模型以及博弈论工具和研究方法，用于C2B电子商务（电子商务）模式的供应链定价策略进行深入讨论。本文首先给出了基于大数据的定制服务系统的体系结构。本文研究了由供应商和C2B e组成的供应链中的以下四种情形下的供应链成员的博弈均衡：集中决策，分散决策，以C2B为主的决策，以及传统企业为主的决策。贸易企业之间存在横向价格竞争，并检验交叉价格。重要参数，例如冲击系数，个性化定制的努力程度的影响系数等对诸如C2B电子商务企业的个性化定制的努力程度，零售价格和供应链成员的利润等变量具有影响。研究表明，随着交叉价格影响系数的增加，C2B电子商务将在不同情况下加强其个性化定制工作，以追求更高的利润。