平台所有者和参与企业数据共享行为的微分博弈研究  

Data Sharing Behavior in Digital Platform Ecosystem Based on Differential Game

作　　者：盛志云 邵记友 徐榕桦 Sheng Zhiyun;Shao Jiyou;Xu Ronghua(School of Business,Nanjing University,Nanjing 210093,China;School of Business,East China University of Political Science and Law,Shanghai 201620,China)

机构地区：[1]南京大学商学院,江苏南京210093 [2]华东政法大学商学院,上海201620

出　　处：《现代情报》2023年第3期83-95,共13页Journal of Modern Information

基　　金：国家自然科学基金重点项目“领军企业创新链的组织架构与协同管理”(项目编号:71732002);国家自然科学基金重点项目“后疫情时代的企业战略管理与数字化转型”(项目编号:72132005)。

摘　　要：[目的/意义]数据共享是实现数字平台生态系统价值创造及增值的有效手段,从微观企业视角分析研究连续时间内平台所有者和参与企业的数据共享问题具有重要意义。[方法/过程]基于微分博弈模型,考察了Nash非合作博弈、Stackelberg主从博弈、协同合作博弈3种情景中平台所有者和参与企业各自的最优数据共享努力水平、收益及生态系统整体的最优收益情况。[结果/结论]研究发现:(1)平台所有者和参与企业的数据共享努力水平随着数据共享成本、数据衰减程度的增大而降低,随着数据共享能力、数据共享边际收益的增加而升高;(2)平台所有者对参与企业的数据共享成本补贴,可以提高参与企业的数据共享努力水平,并提高双方及生态系统整体的最优收益;(3)在协同合作博弈情景中,平台所有者和参与企业各自的数据共享努力水平及生态系统总收益严格优于非合作博弈情景,确定二者之间合理的收益分配系数后,可以达到二者及生态系统整体的帕累托最优。[Purpose/Signficance]Data sharing is an effective means to realize the value creation and value-added of digital platform ecosystem.It is of great significance to analyze and study the data sharing between platform owners and participating enterprises in continuous time from the perspective of micro enterprises.[Method/Process]This paper focused on the data sharing issue in digital platform ecosystem.A differential game model was constructed to analyze the optimal data sharing strategies and optimal benefits of the platform owner and participate enterprise,as well as the optimal total benefit of the whole digital platform ecosystem in the Nash non-cooperative game,Stackelberg leader-follower game,and coordinated cooperation scenes.[Result/Conclusion]The result shows:(1)The data sharing effort level of platform owner and participate enterprise reduces with the increase of data sharing cost coefficient and data attenuation coefficient,but it rises with the increase of data sharing ability coefficient,marginal benefit coefficient,and data benefit influence coefficient.(2)The subsidy of platform owner could improve the optimal data sharing effort level of the participate enterprise,and the optimal benefits of the participate enterprise and platform owner,as well as the whole digital platform ecosystem will be improved.(3)In the scene of coordinated cooperation game,the optimal data sharing strategies and the optimal benefit of the ecosystem is strictly superior to the non-cooperative scenes.Through determining the scope of benefit distribution coefficient,the Pareto optimality of individual and whole ecosystem could be achieved.

关 键 词：数字平台生态系统 平台所有者 参与企业 数据共享 微分博弈 

分 类 号：G203[文化科学—传播学] F49[经济管理—产业经济]