关于我国数据产品定价机制研究——基于客户感知价值理论的分析

Research on Data Products Pricing Mechanismin China——Analysis Based on Customer Perceived Value Theory

数据的流通和交易是大数据发展的基础,数据产品的合理定价已成为各方迫切的需求。本文分析了数据定价的产权定位模糊、数据格式非标准化、数据产品的网络外部性和交易各方的不确定性等制约因素,从价格价值、功能价值、竞争价值、情感价值和社会价值五个维度提出了基于客户感知价值的数据产品定价机制,并在模拟定价案例中进行了实际操作。此研究成果能为数据交易平台与数据交易市场的建设发展提供理论指导建议。

Data circulation and trading is the basis for the development of big data, so the pricing of data products has become an urgent need for all parties. This paper analyzes the difficulties of data pricing,including the ambiguous positioning of property rights, non-standardization of data formats, the network externalities of data products and the uncertainty of all parties.This paper proposed a new data products pricing mechanism based on customer perceived value,and the pricing model is constructed from the five dimensions of price value, functional value, competitive value, emotional value and social value.Then the actual operation has been carried on in the simulation pricing case. The results can provide theoretical suggestions for the development of data transaction platforms and market construction.