数据资产的定价方法——基于供需双方网络演化博弈的研究

Pricing Methods for Data Assets:A Study Based on the Networks Evolutionary Game of Supply and Demand

旨在解决数据资产定价这一制约数据资产流通和价值释放的关键问题,为深入理解数据资产定价机制及相关影响因素提供参考。基于网络演化博弈方法,以演化博弈描述决策机制,以复杂网络刻画博弈主体之间的复杂交互行为,构建数据供需双方定价交易的网络演化博弈模型。结果表明:市场中数据交易率会随着数据资产价值变化先快速上升、趋于平缓后快速下降;数据提供方的定价策略受到边际成本、数据损失以及需求方的预期效用的影响;数据需求方对于数据资产定价的敏感呈边际递增的趋势;当数据资产交易次数较低时,历史交易次数的增加能够提升数据需求方的购买意愿。

In the context of the network paradigm,the utility value of data assets is closely related to other individuals in the entire data transactions network and their transactions behaviors.This study aims to address the key issue of data asset pricing that constrains the circulation and value realization of data assets,provide a reference for a deeper understanding of the data asset pricing mechanism and related influencing factors.Based on the network evolutionary game method,the decision-making mechanism is described by using evolutionary game theory,and the complex interaction behaviors among game subjects are depicted by using complex networks,a network evolutionary game model for pricing and transactions between data suppliers and demanders is constructed and simulated.The research results show that:the data transaction rate in the market will rise rapidly,level off,and then decline rapidly with changes in the value of data assets;the data pricing strategy of providers is influenced by marginal costs,data loss,and the expected utility of demanders;data demanders exhibit a trend of increasing marginal sensitivity to the pricing of data assets;when the number of data asset transactions is low,an increase in historical transaction times can reduce the risk costs of data demanders and enhance their willingness to purchase;under the same market conditions,data demanders with larger scale and higher data utilization capabilities have a stronger willingness to purchase data assets.