基于数据市场类型的数据定价模型研究

doi:10.11959/j.issn.2096-0271.2023052

摘要/Abstract

摘要：

市场是产品价格形成的过程，不同市场的价格形成方式是不一样的，产品定价模型是对市场形成产品价格过程的一种抽象。当前，数据的市场需求已经形成，但有效的数据市场尚未形成，数据定价还在探索阶段。现有的数据定价模型大部分是针对某些特定数据交易场景设计的，而不是针对特定数据市场类型设计的。考虑数据市场的经济学市场类型，从经济学视角将当前数据市场划分为卖方垄断市场、买方垄断市场、寡头垄断市场、中心化完全竞争市场以及去中心化完全竞争市场5种数据市场类型，将现有的数据定价模型归纳到相应的数据市场类型中。通过分析数据市场类型与数据定价模型的依存关系，提出数据定价的“市场类型原则”，为数据要素市场建设及数据定价提供理论指导。

关键词: 数据定价, 数据产品, 数据市场类型, 定价模型

Abstract:

The market is the process of establishing product prices, and the methods of establishing prices in different markets are different.The pricing model of product is an abstraction of the process of establishing product prices in the market.At present, the market demand for data has been formed, but an effective data market has not yet been formed and data pricing is still in the state of exploration.Most of the existing data pricing models are designed for some specific data transaction scenarios, rather than for specific types of data markets.This paper considers the economic market types of the data market, and divides the current data market into five data market types from the perspective of economics:monopoly market, monopsony market, oligopoly market, centralized perfect competition market and decentralized perfect competition market.Existing data pricing models are summarized into corresponding data market types.By analyzing the dependence relationship between data market types and data pricing models, the ＆quot;market type principle＆quot; of data pricing is proposed to provide theoretical guidance for the construction of data element markets and its data pricing.

Key words: data pricing, data commodity, type of data market, pricing model

中图分类号:

TP311

任洪润, 朱扬勇. 基于数据市场类型的数据定价模型研究[J]. 大数据, 2023, 9(4): 116-138.

Hongrun REN, Yangyong ZHU. Research on data pricing model based on data market type[J]. Big Data Research, 2023, 9(4): 116-138.

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软件产品	指有知识产权或创造性的基于许可证的软件产品或基于SaaS的软件产品	美国微软公司推出office365家庭版，支持数据消费者以每年支付498元或者每月支付50元的方式订阅
数据集	指一次性提供给消费者的原始数据集或经过处理的各种未实践的数据集，包括原始数据集、数据标签、定制数据集等	CARUSO公司将收集到的汽车车载数据出售给数据消费者，并向数据消费者收取固定的会员费和数据包费用
流式数据	指以数据流形式提供的持续生成的数据	美国数据公司Cryptoquote从加密货币交易场所汇总流式实时价格，并出售给数据消费者
数据分析报告	指以文字报告形式提供的数据分析报告	美国ThingSpeak公司对用户发送至公司的数据进行聚合、可视化等分析，并将分析报告返回给用户
数据服务	指为数据的存储、流动、访问等提供服务	阿里云提供各种用途的云服务器，比如提供数据的云存储服务
机器学习模型	指模型交易和对模型使用的交易	Google Cloud出售机器学习模型的API访问权限，并采用免费增值和打包定价的方式对API调用进行定价
数字资产	指持有以备出售或处于生产过程中的数字形式的资产	去中心化的NFT交易所OpenSea支持游戏道具、数字艺术以及其他由区块链支持的虚拟产品等数字资产的交易

定价策略	定价模型	参考文献	市场结构		定价标的
定价策略	定价模型	参考文献	卖方	买方	定价标的
博弈论	基于拍卖的定价模型	[92]	单个数据平台	一组数据消费者	数据集
	基于沙普利值的定价模型	[37]	单个模型经纪人	一组模型购买者	机器学习模型
非博弈论	基于数据质量的定价模型	[30]	单个数据平台所有者	一组数据消费者	数据集
		[94]	单个数据提供者	一组数据消费者
		[95]	单个数据平台所有者	一组数据消费者
	基于查询的定价模型	[98]	单个数据平台	一组数据查询者	数据集
		[85]	单个数据平台	一组数据查询者
		[99]	单个数据库所有者	一组数据查询者
		[100]	单个数据库所有者	一组数据查询者
		[14]	单个数据平台	一组数据消费者
		[101]	单个数据经纪人	一组数据消费者
	基于历史记录的定价模型	[18]	单个企业	一组用户	数据服务
		[100]	单个数据库所有者	一组数据消费者	数据集
	基于隐私保护的定价模型	[101]	单个数据经纪人	一组数据消费者	数据集
		[37]	单个模型经纪人	一组模型购买者	机器学习模型

定价策略	定价模型	参考文献	市场结构		定价标的
定价策略	定价模型	参考文献	卖方	买方	定价标的
博弈论	基于拍卖的定价模型	[102]	一组移动感知用户	单个传感平台	流式数据
		[103]	一组移动感知用户	单个传感平台
		[104]	一组移动感知用户	单个传感平台
		[13]	一组移动感知用户	单个传感平台
	基于斯塔克尔伯格博弈的定价模型	[102]	一组移动感知用户	单个传感平台	流式数据
	基于沙普利值的定价模型	[23]	一组数据所有者	单个模型经纪人	数据集
	基于同行预测的定价模型	[34]	一组众包工人	单个数据消费者	数据集
		[105]	一组众包工人	单个数据消费者
非博弈论	基于隐私保护的定价模型	[12]	一组数据提供者	单个数据收集器	数据集
	基于黄金任务的定价模型	[31]	一组众包工人	单个数据消费者	数据集
		[32]	一组众包工人	单个数据消费者
		[33]	一组众包工人	单个数据消费者

定价策略	定价模型	参考文献		市场结构		定价标的
定价策略	定价模型	参考文献	卖方	中介	买方	定价标的
非博弈论	基于经济学的定价模型	[113]	一组数据提供者	数据经纪人	一组数据消费者	数据集

定价策略	定价模型	卖方垄断市场	买方垄断市场	寡头垄断市场	中心化完全竞争市场	去中心化完全竞争市场
博弈论	基于拍卖的定价模型	√	√		○
	基于斯塔克尔伯格博弈的定价模型		√	○		√
	基于沙普利值的定价模型	√	√
	基于同行预测的定价模型		√
非博弈论	基于数据质量的定价模型	√		√
	基于查询的定价模型	√
	基于历史记录的定价模型	√	○	√	○	○
	基于经济学的定价模型				√
	基于隐私保护的定价模型	√	√
	基于黄金任务的定价模型		√