大数据定价方法的国内外研究综述及对比分析

doi:10.11959/j.issn.2096-0271.2021063

Abstract

Abstract:

Due to the value characteristics of big data itself, the problem of data pricing is complicated.Although researchers have conducted a lot of research on this, most of them have a single angle and lack a certain practical application.In view of this, the big data pricing methods were reviewed, five types of pricing were sorted out: cost-oriented, market-oriented, demand-oriented, profit-oriented, and life-cycle-based pricing.The advantages and disadvantages of the six mainstream pricing methods were compared: cost method, agreement pricing, market method, income method, quality-based and query-based pricing.Finally, through the analysis of the big data pricing process, the characteristics of the different pricing methods were further revealed, and the data pricing direction was forecasted.The article aims to provide some reference for future related research.

Key words: big data product, big data asset, data pricing, pricing model, pricing strategy

CLC Number:

Nan LIU, Xuejing HAO, Yuhong CHEN. A review and comparative analysis of domestic and foreign research on big data pricing methods[J]. Big Data Research, 2021, 7(6): 89-102.

Figures/Tables 3

定价方法	定价原理	适用范围	优点	缺点
成本法	依据是成本价值论，将重新获取相同数据的重置成本作为数据的评估价值	价值难以量化且成本容易计量的情况；不以交易为目的的情况，如政务数据	容易把握和操作	· 成本量化较难，无法计算成本在单位数据上的均摊；
成本法	依据是成本价值论，将重新获取相同数据的重置成本作为数据的评估价值	价值难以量化且成本容易计量的情况；不以交易为目的的情况，如政务数据	容易把握和操作	· 成本和收益对应性弱，价格估算偏低
协议定价	基于博弈论，数据买卖双方通过协商，对价格达成共识	成本和收益难以量化的情况、买卖双方价值估值不一致的情况、数据针对性较强的情况	操作简单方便、易被双方接受、成交率较高	·交易效率低；
				·由卖方主导，忽视数据效用；
				· 买卖双方信息不对称，估值易出现偏差
市场法	依据均衡价值论，以市场中可比参照物的市场价格为基础进行调整得到估值	市场成熟、活跃、交易案例多、易找到可比案例的情况	能反映供求关系等真实市场情况，定价公平客观	· 目前数据市场不成熟，交易案例少；
				· 数据产品个性化程度高，难以寻找可比案例；
				· 修正系数难确定且难以修正全面
收益法	依据效用价值论，将数据的预期收益现值作为数据估值	预期收益确定且可量化的情况，更适用于数据买方对数据估值	考虑数据使用价值和时间价值因素，反映真实数据价值	·预期收益难预测、难量化；
收益法	依据效用价值论，将数据的预期收益现值作为数据估值	预期收益确定且可量化的情况，更适用于数据买方对数据估值	考虑数据使用价值和时间价值因素，反映真实数据价值	·定价偏主观，折现率确定困难
基于质量的定价方法	依据效用价值论，将数据质量作为数据成本和消费者效用的决定性因素	适用于对质量维度要求较低且质量维度容易量化的数据	考虑了数据自身的价值和消费者效用，定价透明公平	·质量非价值唯一的决定因素；
基于质量的定价方法	依据效用价值论，将数据质量作为数据成本和消费者效用的决定性因素	适用于对质量维度要求较低且质量维度容易量化的数据	考虑了数据自身的价值和消费者效用，定价透明公平	· 数据质量维度以及质量维度间的关系难以量化
基于查询的定价方法	本质是差异化定价，设定元组价格，由元组生成满足用户查询的最小视图，实现任意查询定价	存储在结构化或者非结构化数据库中的待交易数据	定价灵活，对任意查询自动定价，保证了用户的自由购买权	· 数据单元本身几乎无价值，以此生成的数据价格缺乏说服力；
				·算法复杂，可操作性低；
				· 预先设置的视图无法覆盖新生成的数据

References 3

[4]	MAYER-SCH?NBERGER V , CUKIER K . Big data:a revolution that will transform how we live,work,and think[M].[S.l.]: Houghton Mifflin Harcourt, 2013.
[5]	连玉明 . 重新定义大数据[M]. 北京: 机械工业出版社, 2017.
	LIAN Y M . Redefining big data[M]. Beijing: China Machine Press, 2017.
[6]	NAISBITT J . Megatrends:ten new directions transforming our lives[M]. New York: Warner Books, 1982.
[7]	康旗, 吴钢, 陈文静 ,等. 大数据资产化[M]. 北京: 人民邮电出版社, 2016.
	KANG Q , WU G , CHEN W J ,et al. Big data capitalization[M]. Beijing: Posts ＆Telecom Press Co.,Ltd., 2016.
[8]	张晓玉 . 基于讨价还价博弈的大数据商品交易价格研究[D]. 鞍山:辽宁科技大学, 2016.
	ZHANG X Y . Research on the price of big data commodity transaction based on bargaining game[D]. Anshan:University of Science and Technology Liaoning, 2016.
[9]	STANDER J B . The modern asset:big data and information valuation[D]. Stellenbosch:Stellenbosch University, 2015.
[10]	刘朝阳 . 大数据定价问题分析[J]. 图书情报知识, 2016(1): 57-64.
	LIU Z Y . Analysis on pricing of big data[J]. Documentation,Information ＆ Knowledge, 2016(1): 57-64.
[11]	HECKMAN J R , BOEHMER E L , PETERS E H ,et al. A pricing model for data markets[Z]. 2015.
[12]	GLAZER R . Measuring the value of information:the information-intensive organization[J]. IBM Systems Journal, 1993,32(1): 99-110.
[13]	LUSCH R F , TUCSON U O A , NAMBISAN S ,et al. Service innovation:a servicedominant logic perspective[J]. MIS Quarterly, 2015,39(1): 155-175.
[14]	王芳 . 关于数据要素市场化配置的十个问题[J]. 图书与情报, 2020(3): 9-13.
	WANG F . Ten debates on market allocation of data elements[J]. Library ＆Information, 2020(3): 9-13.
[15]	于立, 王建林 . 生产要素理论新论——兼论数据要素的共性和特性[J]. 经济与管理研究, 2020,41(4): 62-73.
	YU L , WANG J L . New theory on production factors:commonness and characteristics of data factor[J]. Research on Economics and Management, 2020,41(4): 62-73.
[1]	REINSEL D , GANTZ J , RYDNING J . Data age 2025:the digitization of the world from edge to core[R]. 2018.
[2]	GANTZ J , REINSEL D . Extracting value from chaos[J]. IDC iview, 2011,1142(2011): 1-12.
[16]	SHAPIRO C , VARIAN H R . Versioning:the smart way to sell information[J]. Harvard Business Review, 1998,76(6): 106-114.
[17]	STAHL F , VOSSEN G . High quality information provisioning and data pricing[C]// Proceedings of 2013 IEEE 29th International Conference on Data Engineering Workshops. Piscataway:IEEE Press, 2013.
[18]	NIYATO D , ALSHEIKH M A , WANG P ,et al. Market model and optimal pricing scheme of big data and Internet of things (IoT)[C]// Proceedings of 2016 IEEE International Conference on Communications. Piscataway:IEEE Press, 2016: 1-6.
[19]	SARKAR P . Data as a service:a framework for providing reusable enterprise data services[M]. New York: John Wiley ＆Sons, 2015.
[20]	NIYATO D , HOANG D T , LUONG N C ,et al. Smart data pricing models for the Internet of things:a bundling strategy approach[J]. IEEE Network, 2016,30(2): 18-25.
[21]	ALAEI S , MAKHDOUMI A , MALEKIAN A . Optimal subscription planning for digital goods[J]. SSRN Electronic Journal, 2019.
[22]	MUSCHALLE A , STAHL F , L?SER A ,et al. Pricing approaches for data markets[C]// Enabling Real-Time Business Intelligence. Heidelberg:Springer, 2012.
[23]	BALASUBRAMANIAN S , BHATTACHARYA S , KRISHNAN V V . Pricing information goods:a strategic analysis of the selling and pay-per-use mechanisms[J]. Marketing Science, 2015,34(2): 219-234.
[24]	SCHOMM F , STAHL F , VOSSEN G . Marketplaces for data:an initial survey[J]. ACM SIGMOD Record, 2013,42(1): 15-26.
[25]	DASKALAKIS C , DECKELBAUM A , TZAMOS C . Strong duality for a multiplegood monopolist[J]. Econometrica, 2017,85(3): 735-767.
[26]	PEI J . A survey on data pricing:from economics to data science[J]. IEEE Transactions on Knowledge and Data Engineering, 2020,5927(99): 1.
[27]	SHAPIRO C , VARIAN H R . Versioning:the smart way to sell information[J]. Harvard Business Review, 1998,76(6): 107.
[28]	AGUIAR L , WALDFOGEL J . As streaming reaches flood stage,does it stimulate or depress music sales?[J]. International Journal of Industrial Organization, 2018,57: 278-307.
[29]	BAAKE P , BOOM A . Vertical product differentiation,network externalities,and compatibility decisions[J]. International Journal of Industrial Organization, 2001,19(1-2): 267-284.
[30]	BALAZINSKA M , HOWE B , KOUTRIS P ,et al. A discussion on pricing relational data[M]// In search of elegance in the theory and practice of computation. Heidelberg: Springer, 2013: 167-173.
[31]	KOUTRIS P , UPADHYAYA P , BALAZINSKA M ,et al. Query-based data pricing[J]. Journal of the ACM, 2015,62(5): 1-44.
[32]	LI C , MIKLAU G . Pricing aggregate queries in a data marketplace[Z]. 2012.
[33]	LI C , LI D Y , MIKLAU G ,et al. A theory of pricing private data[J]. ACM Transactions on Database Systems, 2014,39(4): 1-28.
[34]	TANG R M , WU H Y , BAO Z F ,et al. The price is right[C]// Proceedings of International Conference on Database and Expert Systems Applications. Heidelberg:Springer, 2013.
[35]	HECKMAN J R , BOEHMER E L , PETERS E H ,et al. A pricing model for data markets[Z]. 2015.
[36]	HARMON R , DEMIRKAN H , HEFLEY B ,et al. Pricing strategies for information technology services:a value-based approach[C]// Proceedings of 2009 42nd Hawaii International Conference on System Sciences. Piscataway:IEEE Press, 2009: 1-10.
[37]	LIANG F , YU W , AN D ,et al. A survey on big data market:pricing,trading and protection[J]. IEEE Access, 2018,6: 15132-15154.
[38]	CAI L , ZHU Y Y . The challenges of data quality and data quality assessment in the big data era[J]. Data Science Journal, 2015,14.
[39]	GOLREZAEI N , NAZERZADEH H . Pricing schemes for metropolitan traffic data markets[C]// Proceedings of 3rd International Conference on Data Management Technologies and Applications.[S.l.]: Science and and Technology Publications, 2014: 266-271.
[40]	YU H F , ZHANG M X . Data pricing strategy based on data quality[J]. Computers ＆ Industrial Engineering, 2017,112: 1-10.
[41]	李国杰, 程学旗 . 大数据研究:未来科技及经济社会发展的重大战略领域——大数据的研究现状与科学思考[J]. 中国科学院院刊, 2012,27(6): 647-657.
	LI G J , CHENG X Q . Research status and scientific thinking of big data[J]. Bulletin of Chinese Academy of Sciences, 2012,27(6): 647-657.
[42]	中国信息通信研究院. 中国数字经济发展白皮书[R]. 2020.
	China Academy of Information and Communications Technology. White paper on China’s digital economy development[R]. 2020.
[43]	王文平 . 大数据交易定价策略研究[J]. 软件, 2016,37(10): 94-97.
	WANG W P . Research on big data transaction pricing strategy[J]. Computer Engineering ＆ Software, 2016,37(10): 94-97.
[44]	陈筱贞 . 大数据交易定价模式的选择[J]. 新经济, 2016(18): 3-4.
	CHEN X Z . Choice of big data transaction pricing model[J]. New Economy, 2016(18): 3-4.
[45]	赵子瑞 . 我国大数据交易模式研究[D]. 上海:上海社会科学院, 2018.
	ZHAO Z R . Research on China’s big data transaction model[D]. Shanghai:Shanghai Academy of Social Sciences, 2018.
[46]	胡燕玲 . 大数据交易现状与定价问题研究[J]. 价格月刊, 2017(12): 16-19.
	HU Y L . Research on status quo and pricing issue of big data trade[J]. Prices Monthly, 2017(12): 16-19.
[47]	闵华松, 胥贵萍 . ILDM:数据生命周期动态管理[J]. 计算机科学, 2011,38(12): 239-241,262.
	MIN H S , XU G P . ILDM:information lifecycle dynamic management[J]. Computer Science, 2011,38(12): 239-241,262.
[48]	王卫, 李纬光, 刘金朝 . 基于生命周期的数据库产品动态定价模式[J]. 情报理论与实践, 2012,35(2): 31-34.
	WANG W , LI W G , LIU J Z . Dynamic pricing model of database product based on lifecycle[J]. Information Studies:Theory ＆ Application, 2012,35(2): 31-34.
[49]	熊励, 刘明明, 许肇然 . 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[J]. 价格理论与实践, 2018(4): 147-150.
	XIONG L , LIU M M , XU Z R . Research on data products pricing mechanismin China:analysis based on customer perceived value theory[J]. Price:Theory ＆ Practice, 2018(4): 147-150.
[50]	李贵孚, 柳青 . 特征价格模型在信息商品定价中的应用[J]. 情报科学, 2006,24(11): 1641-1645,1695.
	LI G F , LIU Q . Application of hedonic pricing model in information product pricing[J]. Information Science, 2006,24(11): 1641-1645,1695.
[51]	孙玲芳, 陈曦 . 可划分版本的数字产品动态定价研究[J]. 江苏科技大学学报(社会科学版), 2010,10(3): 56-58.
	SUN L F , CHEN X . Study on dynamic pricing of digital products whose versions can be differentiated[J]. Journal of Jiangsu University of Science and Technology (Social Science Edition), 2010,10(3): 56-58.
[52]	缪方瑜 . 科技信息产品价格形成机制与定价模型研究[D]. 西安:西安电子科技大学, 2011.
	MIAO F Y . Research on the price formation mechanism and pricing model of science and technology information product[D]. Xi’an:Xidian University, 2011.
[53]	周木生, 张玉林 . 基于非线性边际支付意愿的信息产品定价策略研究[J]. 系统工程理论与实践, 2014,34(3): 710-716.
	ZHOU M S , ZHANG Y L . Study of pricing policy of information goods on the basis of nonlinear marginal willingness to pay[J]. Systems Engineering-Theory ＆ Practice, 2014,34(3): 710-716.
[54]	韩海庭, 原琳琳, 李祥锐 ,等. 数字经济中的数据资产化问题研究[J]. 征信, 2019,37(4): 72-78.
	HAN H T , YUAN L L , LI X R ,et al. Study on data capitalization in the digital economy[J]. Credit Reference, 2019,37(4): 72-78.
[55]	彭慧波, 周亚建 . 数据定价机制现状及发展趋势[J]. 北京邮电大学学报, 2019,42(1): 120-125.
	PENG H B , ZHOU Y J . Data pricing mechanism status and development trends[J]. Journal of Beijing University of Posts and Telecommunications, 2019,42(1): 120-125.
[56]	刘洪玉, 张晓玉, 侯锡林 . 基于讨价还价博弈模型的大数据交易价格研究[J]. 中国冶金教育, 2015(6): 86-91.
	LIU H Y , ZHANG X Y , HOU X L . Research on big data transaction price based on bargaining game model[J]. China Metallurgical Education, 2015(6): 86-91.
[57]	赵森 . 房地产大数据的定价研究[D]. 重庆:重庆交通大学, 2017.
	ZHAO S . Research on the pricing of real estate big data[D]. Chongqing:Chongqing Jiaotong University, 2017.
[58]	陈俞宏 . 基于效用的大数据定价方法研究[D]. 重庆:重庆交通大学, 2020.
	CHEN Y H . Research on big data pricing method based on utility[D]. Chongqing:Chongqing Jiaotong University, 2020.
[59]	汪靖伟, 郑臻哲, 吴帆 ,等. 基于区块链的数据市场[J]. 大数据, 2020,6(3): 21-35.
	WANG J W , ZHENG Z Z , WU F ,et al. Blockchain based data marketplace[J]. Big Data Research, 2020,6(3): 21-35.
[60]	陈志注, 王宏志, 熊风 ,等. 大数据拍卖的定价策略与方法[J]. 中国科学技术大学学报, 2018,48(6): 486-494.
	CHEN Z Z , WANG H Z , XIONG F ,et al. Research on the auction strategies and pricing of big data[J]. Journal of University of Science and Technology of China, 2018,48(6): 486-494.
[61]	张宇 . 在线信息产品定价研究[D]. 成都:电子科技大学, 2007.
	ZHANG Y . Study of online information product pricing[D]. Chengdu:University of Electronic Science and Technology of China, 2007.
[62]	高孝平 . 互联网企业产品定价策略试析[J]. 商业经济, 2017(1): 75-77,152.
	GAO X P . An analysis of the product pricing strategies of Internet enterprises[J]. Business Economy, 2017(1): 75-77,152.
[63]	董祥千, 郭兵, 沈艳 ,等. 基于利润最大化的数据资产价值评估模型[J]. 大数据, 2020,6(3): 13-20.
	DONG X Q , GUO B , SHEN Y ,et al. Data assets value evaluation model based on profit maximization[J]. Big Data Research, 2020,6(3): 13-20.
[64]	李雪, 暴冬梅 . 加强无形资产评估的探讨[J]. 财务与会计, 2016(22): 54.
	LI X , BAO D M . Discussion on strengthening evaluation of intangible assets[J]. Finance ＆Accounting, 2016(22): 54.
[65]	刘玉 . 浅论大数据资产的确认与计量[J]. 商业会计, 2014(18): 3-4.
	LIU Y . A brief discussion on the confirmation and measurement of big data assets[J]. Commercial Accounting, 2014(18): 3-4.
[66]	徐漪 . 大数据的资产属性与价值评估[J]. 产业与科技论坛, 2017,16(2): 97-99.
	XU Y . Asset attributes and value evaluation of big data[J]. Industrial ＆Science Tribune, 2017,16(2): 97-99.
[67]	邹照菊 . 企业大数据的资产属性辨析[J]. 会计之友, 2017(12): 7-12.
	ZOU Z J . Discrimination and analysis of the asset attributes of enterprise big data[J]. Friends of Accounting, 2017(12): 7-12.
[68]	杨训, 周遊 . 数据资产核算可行性分析[J]. 合作经济与科技, 2016(16): 151-153.
	YANG X , ZHOU Y . Feasibility analysis of data asset accounting[J]. Co-Operative Economy ＆ Science, 2016(16): 151-153.
[69]	李雨霏, 刘海燕, 闫树 . 面向价值实现的数据资产管理体系构建[J]. 大数据, 2020,6(3): 45-56.
	LI Y F , LIU H Y , YAN S . Construction of a value-oriented realization of data asset management system[J]. Big Data Research, 2020,6(3): 45-56.
[70]	刘琦, 童洋, 魏永长 ,等. 市场法评估大数据资产的应用[J]. 中国资产评估, 2016(11): 33-37.
	LIU Q , TONG Y , WEI Y C ,et al. Application of market method to evaluate big data assets[J]. Appraisal Journal of China, 2016(11): 33-37.
[71]	李永红, 张淑雯 . 数据资产价值评估模型构建[J]. 财会月刊, 2018(9): 30-35.
	LI Y H , ZHANG S W . Establishment of the value evaluation model of data assets[J]. Finance and Accounting Monthly, 2018(9): 30-35.
[72]	翟丽丽, 王佳妮 . 移动云计算联盟数据资产评估方法研究[J]. 情报杂志, 2016,35(6): 130-136.
	ZHAI L L , WANG J N . Research on the evaluation method for data assets of mobile cloud computing alliance[J]. Journal of Intelligence, 2016,35(6): 130-136.
[73]	戴炳荣, 闭珊珊, 杨琳 ,等. 数据资产标准研究进展与建议[J]. 大数据, 2020,6(3): 36-44.
	DAI B R , BI S S , YANG L ,et al. Research status quo and suggestions on data assets standardization[J]. Big Data Research, 2020,6(3): 36-44.
[74]	黄乐, 刘佳进, 黄志刚 . 大数据时代下平台数据资产价值研究[J]. 福州大学学报(哲学社会科学版), 2018,32(4): 50-54.
	HUANG L , LIU J J , HUANG Z G . Asset value of platform data in big data era[J]. Journal of Fuzhou University (Philosophy and Social Sciences), 2018,32(4): 50-54.
[75]	李雅雄, 倪杉 . 数据资产的会计确认与计量研究[J]. 湖南财政经济学院学报, 2017,33(4): 82-90.
	LI Y X , NI S . Accounting confirmation and measurement research on data assets[J]. Journal of Hunan Finance and Economics University, 2017,33(4): 82-90.
[76]	叶雅珍, 刘国华, 朱扬勇 . 数据资产化框架初探[J]. 大数据, 2020,6(3): 3-12.
	YE Y Z , LIU G H , ZHU Y Y . An initial exploration on framework of data assetization[J]. Big Data Research, 2020,6(3): 3-12.
[77]	张志刚, 杨栋枢, 吴红侠 . 数据资产价值评估模型研究与应用[J]. 现代电子技术, 2015,38(20): 44-47,51.
	ZHANG Z G , YANG D S , WU H X . Research and application of data asset value assessment model[J]. Modern Electronics Technique, 2015,38(20): 44-47,51.
[78]	王建伯 . 数据资产价值评价方法研究[J]. 时代金融, 2016(12): 292-293.
	WANG J B . Research on evaluation method of data asset value[J]. Times Finance, 2016(12): 292-293.
[79]	胥雅楠, 王倩倩, 董润 ,等. “大数据杀熟”的现状、问题与对策分析[J]. 改革与开放, 2019(1): 15-20.
	XU Y N , WANG Q Q , DONG R ,et al. Analysis of the status quo,problems and countermeasures of “big data price discrimination”[J]. Reform ＆ Openning, 2019(1): 15-20.
[3]	MANYIKA J , CHUI M , BROWN B ,et al. Big data:the next frontier for innovation,competition,and productivity[R]. 2011.

Metrics

Recommended 0

No Suggested Reading articles found!

定价类型	DaaS	数据产品	数据资产
成本导向	固定费率、基于容量的定价、免费增值	捆绑定价	成本法
顾客导向	未发现此类定价研究	基于数据特征及质量的定价	收益法
		基于客户感知价值的定价
		信息熵定价
市场导向	未发现此类定价研究	基于博弈论的协议定价	市场法
		（拍卖、讨价还价等）
利润导向	公司订阅	基于版本的定价	未发现此类定价研究
	基于数据类型的定价	基于查询的定价
		捆绑定价
基于生命周期	未发现此类定价研究	生命周期分阶段定价	实物期权法
		生命周期动态定价

A review and comparative analysis of domestic and foreign research on big data pricing methods

RichHTML

PDF下载

Knowledge

Abstract

Cite this article

share this article

Figures/Tables 3

References 3

Related Articles 4

Metrics

Recommended 0

[1]	Hongrun REN, Yangyong ZHU. Research on data pricing model based on data market type [J]. Big Data Research, 2023, 9(4): 116-138.
[2]	Xiaowei ZHANG, Dong JIANG, Ye YUAN. A survey of game theory and auction-based data pricing [J]. Big Data Research, 2021, 7(4): 61-79.
[3]	Yuan LI, Ning GAO, Jing SUN, Huiqun ZHAO. Research and exploration of big data transaction model based on blockchain [J]. Big Data Research, 2021, 7(4): 37-48.
[4]	Chunyu JIANG,Kai WEI. Basic capability and performance test of big data platform [J]. Big Data Research, 2017, 3(4): 37-45.