移动互联网的快速发展,搜索引擎及智能手机等移动设备成为重要的数据入口。社交网络、电子商务以及各类应用APP等将分散的“小数据”变成“大数据”。而大数据普遍存在数量庞大、类型多样、时效性高、真实度低等特征。因而,大数据时代,数据信息的真实性尤为重要,供应链需要建立标准的开放的数据采集方式,以支持未来商业活动。阿里巴巴集团创始人马云非常强调数据的作用,认为零售领域将会呈现一种线上线下相互高度融合 The rapid development of mobile Internet, search engines and smart phones and other mobile devices become important data entry. Social networks, e-commerce, and various app APPs turn scattered “little data” into “big data.” However, there are many big data, such as huge numbers, diverse types, high timeliness and low authenticity. Therefore, in the era of big data, the authenticity of data information is particularly important. The supply chain needs to establish a standard and open data collection mode to support future commercial activities. Jack Ma, founder of Alibaba Group, places great emphasis on the role of data and believes that the retail sector will present a high degree of integration of online and offline