政府调控影响下数据定价与服务决策研究  

Data Pricing and Service Decision-Making under Influence of Government Regulation

作　　者：王玉燕[1] 张煜晨 于果 WANG Yuyan;ZHANG Yuchen;YU Guo(School of Management Science and Engineering,Shandong University of Finance and Economics,Jinan 250014,China;School of Digital Marketing Industry,Shandong Institute ofCommerce and Technology,Jinan 250103,China)

机构地区：[1]山东财经大学管理科学与工程学院,山东济南250014 [2]山东商业职业技术学院数字营销产业学院,山东济南250103

出　　处：《山东财经大学学报》2025年第2期132-144,共13页Journal of Shandong University of Finance and Economics

基　　金：国家自然科学基金项目“网络直播新政下电商直播供应链的公平关切运作决策研究”(72371144);济南市自主培养创新团队项目“智慧物流与供应链决策创新团队”(202228075);山东省泰山学者工程专项(tsqn202211197)。

摘　　要：在数据量爆发式增长、数据要素市场化推进以及数据流通需求迫切的背景下,基于单个数据供应商、数据交易平台以及数据购买方组成的数据供应链,根据购买方是否违规使用数据,构建两种数据交易模型,考虑政府对违规使用行为的惩罚影响,研究数据交易中最优定价、服务等决策问题,给出政府的惩罚机制。研究发现:首先,市场需求对数据定价的敏感度较低时,数据购买方缴纳的分成比例、自身收益以及违规使用被发现概率会正向影响数据定价,敏感度较高时这些因素则会反向影响定价;其次,佣金率、市场需求对服务质量的愈加敏感以及政府对违规行为的监管力度是促进平台提高服务质量的重要因素,而数据市场需求对定价的敏感度则会在一定程度上抑制服务质量的提高;最后,数据购买方自身收益以及缴纳的分成比例的提高,有助于增加数据提供方和平台利润。通常情况下,采用小比例分成时,数据购买方违规使用若未被发现,数据提供方和平台利润有所提升;采用大比例分成时则反之。基于以上结论,提出灵活调整佣金率及数据定价策略、加强政府对数据违规行为的监管和处罚力度以及明确数据所属权等相关建议。Against the background of explosive growth in data volume,market-oriented promotion of data elements and urgent demand for data circulation,this study,based on the data supply chain composed of single data supplier,data trading platform and data purchaser,constructs two data trading models according to whether the purchaser violates data usage regulations,and by taking into account the impact of government punishment on illegal use behaviors,investigates the optimal pricing,service and other decision-making issues in data trading while proposing government’s punishment mechanism.It is found that firstly,when market demand is less sensitive to data pricing,such factors as the percentage of revenue paid by data buyers,self-profits,and the probability of being discovered for illegal use will have a positive impact on data pricing,while these factors will have a reverse impact on pricing when market demand is more sensitive;secondly,the increasing sensitivity of commission rates and market demand to service quality as well as government regulatory intensity on violation behaviors are important factors in promoting platforms to improve service quality,while the sensitivity of data market demand to pricing will suppress the improvement of service quality to some extent;and finally,the increase in data purchaser’s own income and the paid sharing ratio helps increase the profits of the data provider and platform.Under normal circumstances,when a small proportion of revenue sharing is adopted,the profits of the data provider and platform will increase if the data purchaser’s illegal use is not discovered,while the opposite is true when a large proportion of revenue sharing is adopted.Based on the above conclusions,such suggestions are proposed as flexibly adjusting commission rates and data pricing strategy,strengthening government’s supervision and punishment intensity of data violation behaviors,and clarifying data ownership.

关 键 词：数据定价 数据供应链 数据要素 政府调控 

分 类 号：F224.32[经济管理—国民经济]