数据资产如何定价？——基于供需双方的网络演化博弈

How to Price Data Assets？：Based on the Network Evolution Game between Supply and Demand

摘要:

数据资产定价一直是制约数据资产流通和数据价值释放的关键问题。本文建立了数据供需双方数据定价交易的网络演化博弈模型,运用演化博弈理论描述博弈主体的决策机制,用复杂网络刻画系统内个体之间的交互行为。仿真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,而后趋于平缓,最后快速下降。研究表明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度逐渐增加,显示出边际递增的趋势；当数据资产交易次数较低时,相同定价下,数据资产历史交易次数的增加能够显著提升数据需求方的购买意愿。

Abstract:

The pricing of data assets has always been a critical issue constraining the circulation of data assets and the release of their value. This paper establishes a network evolutionary game model for data pricing transactions between data suppliers and demanders. It uses evolutionary game theory to describe the decision-making mechanisms of the players and complex networks to depict the interactions among individuals within the system. Simulation results show that the data transaction rate in the market initially rises rapidly with changes in the value of data assets, then levels off, and finally declines rapidly. The study indicates that the pricing strategies of data suppliers are influenced by marginal costs, data losses, and the expected utility of the demanders. The sensitivity of data demanders to data asset pricing gradually increases, showing a trend of marginal increment. When the number of data asset transactions is low, an increase in the historical number of transactions under the same pricing can significantly enhance the purchasing willingness of data demanders.