考虑权力结构和价值不确定性的数据供应链定价策略分析

doi:10.3778/j.issn.1002-8331.2403-0090

摘要/Abstract

摘要： 数字经济时代，数据产品交易已成为引领产业创新和社会进步的关键驱动力，但数据产品的价值不确定性和数据产品市场权力结构的差异给数据产品的定价带来了挑战，无法全面释放数据要素的倍乘价值。为完善数据产品定价策略，促进数据要素流通，基于数据产品转化不确定及感知不确定等价值不确定性的特征，综合考虑数据产品终端用户的需求偏好，构建了不同权力结构下数据供应链博弈模型，探讨数据供应链企业的最优决策以及数据产品最优定价策略。研究发现数据产品的最优定价、需求、质量技术水平和推广努力水平受数据产品终端用户的需求偏好、成本系数和价值不确定性的影响，并且在不同权力结构下存在差异。数据供应链企业应根据自身发展灵活改变产品议价，并采取降低数据产品价值不确定性的战略安排，促进数据供应链的健康发展。

关键词: 数据供应链, 数据产品, 价值不确定性, 定价策略, 权力结构

Abstract: In the era of digital economy, the trading of data products has become a key driver leading industry innovation and social progress. However, the value uncertainty of data products and the disparities in power structures pose challenges to pricing, preventing the comprehensive realization of the multiplier value of data elements. Therefore, to refine pricing strategies for data products and promote the circulation of data elements, this paper, based on the characteristics of value uncertainty such as the conversion uncertainty and perceptual uncertainty of data products, comprehensively considers the demand preference features of end-users of data products. It constructs a game model of the data supply chain under different power structures, and explores the optimal decisions of data supply chain enterprises and the optimal pricing strategies for data products. The research finds that the optimal pricing of data products, demand, quality technical level, and promotion efforts are influenced by the demand preferences of end-users, cost coefficients, and value uncertainty, and there are differences under different power structures. Data supply chain enterprises should flexibly adjust product pricing according to their own development and adopt strategic arrangements to reduce the uncertainty of data product value, promoting the healthy development of the data supply chain.

Key words: data supply chain, data products, value uncertainty, pricing strategy, power structure

扈文秀, 刘亚洲, 苏欣欣. 考虑权力结构和价值不确定性的数据供应链定价策略分析[J]. 计算机工程与应用, 2025, 61(4): 310-322.

HU Wenxiu, LIU Yazhou, SU Xinxin. Analysis of Pricing Strategies in Data Supply Chains Considering Power Structures and Value Uncertainty[J]. Computer Engineering and Applications, 2025, 61(4): 310-322.

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