考虑大众健康数据共享回报的数据定价决策  

Data Pricing Decision of Health Data Supply Chain ConsideringMonetization of the Data Shared by the Public

作　　者：贾俊秀 王晨[1] 吴涛 陈少华 JIA Junxiu;WANG Chen;WU Tao;CHEN Shaohua(School of Economics and Management,Xidian University,Xi’an 710071,China;School of Mechano-Electronic Engineering,Xidian University,Xi’an 710071,China;School of Economics and Management,Taiyuan University of Technology,Taiyuan 030024,China)

机构地区：[1]西安电子科技大学经济与管理学院,陕西西安710071 [2]西安电子科技大学机电工程学院,陕西西安710071 [3]太原理工大学经济管理学院,山西太原030024

出　　处：《运筹与管理》2024年第1期43-50,共8页Operations Research and Management Science

基　　金：国家自然科学基金面上项目(72171186);陕西省自然科学基金面上项目(2021JM-145);陕西高校人文社会科学青年英才支持计划(91704160004)。

摘　　要：健康大数据是健康数据平台(HDP)的重要资产。如何对其合理定价以激励大众共享健康数据并满足不同类型的数据需求就成为一个关键的科学问题。文章考虑数据价值和健康数据隐私级别,应用委托代理与激励机制理论,研究由HDP和数据需求方构成的健康数据供应链定价及大众共享数据货币回报等运营决策问题。研究发现:HDP可为不同隐私级别的数据制定最优价格。同时,平台给大众货币回报的增加会提升HDP数据的可变价格,但可降低固定价格及数据需求量;而货币回报最优决策的获得由隐私成本率决定。并且货币回报在一定条件下与供需数据匹配程度成正相关,与平台处理数据能力成负相关。数值分析表明低隐私数据固定价格随平台数据处理能力的增强先减小后增大。The contradiction between the huge potential value of health data to improve the public health and the few available health data results in the presence of the platform for health data trading.At the same time,comprehensive health data have become an important management asset of Health Data Trading Platform(HDP).The first problem faced by the platform in the operation process is how to encourage the public to share data.After collecting health data through monetary incentives,HDP will consider how to realize the data value by providing data for data demanders such as insurance companies,pharmaceutical companies,health service organization and so on.In practice,the public pays different attention to privacy,and will share data and control the privacy levels according to the utility.And various types of data demanders need data with different privacy levels for their special purposes.Hence,HDP has to deal with how to determine the monetary return to the public who provide data according to privacy levels,and the data price sold to data demanders based on the order quantity,privacy level and matching degree.Because the pricing of health data is a new research field and most of the data trading platforms have just started,these pricing problems have not yet been systematically and scientifically answered in practical operation and academic research.Taking the hard questions above into account,this paper first gives relevant literature on data pricing,data value mining and service pricing,and summarizes the previous research’s contribution and the challenging work at the moment which urgently needs resolution.Combined with practical commercial cases,the health service supply chain system is composed of the public,the health data trading platform and the data demanders.Meanwhile,this paper focuses on some important decision variables in the system such as monetary return,platform data selling price including fixed price and variable price and data demand quantity.Considering the data value and the privacy level of h

关 键 词：数据供应链 定价 隐私级别 大众健康数据价值 

分 类 号：F272.3[经济管理—企业管理]