基于数据供应链的数据服务定价策略研究  

Research on Data Service Pricing Strategy Based on Data Supply Chain(DSC)

作　　者：李一凡 马汉武[1] LI Yi-fan;MA Han-wu(School of Management,Jiangsu University,Zhenjiang 212013,China)

机构地区：[1]江苏大学管理学院,江苏镇江212013

出　　处：《物流工程与管理》2023年第8期82-87,共6页Logistics Engineering and Management

摘　　要：信息技术的发展造成了数据量的急剧增加,促进了数据交易的发展,数据产品及其衍生服务定价成为数据供应链中的重要问题。针对原始数据供应商和数据处理商组成的二级数据供应链,文中研究了数据产品和数据服务的单独销售、纯粹捆绑销售、混合捆绑销售三种模式下的最优定价策略。通过建立不同策略下数据供应链的决策模型,分析数据供应链主体的收益大小,探讨不同情形下不同策略对供应链的影响,进而确定不同销售模式下数据产品和数据服务的最优交易价格。研究结果表明,在数据处理商视角下,混合捆绑策略是劣势策略;单独销售在数据产品和衍生服务相关性较低时存在优于纯粹混合捆绑策略的情况,而当相关性较高时,供应链会选择纯粹捆绑策略作为最优策略。最后,通过算例进一步证明了模型有效性,为数据平台选择服务定价策略提供了参考与借鉴。The development of information technology has caused a dramatic increase in the volume of data and promoted the development of data transactions,and the pricing of data products and their derivative services has become an important issue in the data supply chain(DSC).For the secondary DSC composed of original data suppliers and data processors,this paper investigates the optimal pricing strategies under three modes of individual sales,pure bundle sales,and mixed bundle sales of data products and data services.By establishing a decision model of the DSC under different strategies,analyzing the magnitude of benefits of DSC subjects,the impact of different strategies on the supply chain under different situations is explored,and then the optimal transaction prices of data products and data services under different sales models are determined.The results show that the mixed bundling strategy is the inferior strategy under the perspective of data processors;separate sales exist when the correlation between data products and derived services is low than the pure mixed bundling strategy,while the supply chain will choose the pure bundling strategy as the optimal strategy when the correlation is high.Finally,the model validity is further proved by arithmetic examples,which provides references for data platforms to choose service pricing strategies.

关 键 词：数据供应链 数据服务 捆绑销售 定价策略 

分 类 号：F274[经济管理—企业管理]