竞争平台用户数据授权与定价策略选择及福利分析  

Consumer data licensing and pricing strategy selection of competitive platforms and welfare analysis

作　　者：范昊雯 张玉林[1] FAN Haowen;ZHANG Yulin(School of Economics and Management,Southeast University,Nanjing 211189,China)

机构地区：[1]东南大学经济管理学院,江苏南京211189

出　　处：《管理工程学报》2025年第3期119-135,共17页Journal of Industrial Engineering and Engineering Management

基　　金：国家社会科学基金重大项目(21&ZD118);国家自然科学基金项目(72071040)。

摘　　要：如何解决数据主体与数据开发主体之间的利益矛盾是数字经济发展面临的重大挑战。本文从数据授权与定价策略两个角度构建了竞争平台博弈模型,探讨数据要素市场监管机制设计。结果表明,对消费者最优的数据授权策略取决于服务价格、数字增值服务与隐私成本之间的权衡结果。统一定价下,竞争会促使平台自发采用数据分级授权,但当数字增值服务水平较低且平台对广告商的数据赋能水平较高时,个性化定价会诱使平台强制用户数据授权,这损害了消费者福利。随着数字增值服务水平的提高,无论平台采取何种定价策略,竞争都会促使平台自发落实数据授权知情同意原则,实现平台与消费者的共赢。当数字增值服务水平较高时,平台强制用户数据授权反而能够提高消费者福利。当数字增值服务水平较低时,政府对个性化定价采取监管措施能够提高平台强制用户数据授权的门槛,有效地保护消费者福利。由此,合理运用政府监管与市场竞争机制是平衡数据多主体利益的重要途径。With the development of the platform economy,massive volumes of consumer data have become increasingly critical for production.For instance,platforms can track user browsing data to improve advertisement targeting,generating substantial benefits for the online advertising industry.However,collecting,processing,and monetizing user data can negatively affect consumers.First,the over-collection and misuse of user data can potentially infringe upon privacy.Second,using consumers′searching,purchasing,and browsing history data,platforms can infer consumers′willingness to pay and implement price discrimination.Although platforms claim that using consumer data enables them to offer data-based value-added services,such as personalization,consumers complain about privacy breaches and price discrimination.In the digital era,addressing conflicting interests between consumers and platforms is challenging.Empowering consumers to control their data has been increasingly emphasized worldwide to protect consumer rights.Notable examples include the Data Act launched by the European Union and the California Consumer Privacy Act enacted by the California State Legislature.In China,the Personal Information Protection Law and Opinions on Establishing a Data Base System to Maximize a Better Role of Data Elements were issued in response to the challenges of safeguarding consumer rights in the digital era;the latter proposes a hierarchical data licensing mechanism and requires platforms to use consumer data legally and reasonably per the consumer license agreement.All these policies require platforms to obtain consumer consent before data collection and usage.However,some platforms use long-winding privacy policy documents to prevent users from deciding whether to allow data tracking.For instance,Meta hinders users from choosing whether to consent to the platform processing personal data for targeted advertising through a privacy policy statement.In such cases,consumers are automatically enrolled in data tracking.However,some platfor

关 键 词：数字经济 数据授权 平台定价 数据价值 

分 类 号：F273[经济管理—企业管理]