Abstract: With the arrival of the big data era and the intensification of global market uncertainty, more and more retailers use forecasting technology to forecast market demand. However, manufacturers who lack market information in the upper reaches of the supply chain often face asymmetric demand information relative to retailers, so they always need to weigh whether to implement the passive strategy or active strategy to obtain the demand information owned by downstream retailers. A supply chain consisting of a single manufacturer and a single retailer,the manufacturer pricing wholesale price and one-time transfer payment (such as brand license fee) is considered. The retailer sells the product to the consumer after wholesale from the manufacturer. The game model in the case of information symmetry, the information speculation, and the game model of information screening. The optimal information acquisition strategies of manufacturers and the effects of different strategies and retailers' information endowment advantages on the decision-making of manufacturers and suppliers are discussed through numerical simulation.

Key words: asymmetric information; information prediction; information acquisition strategy