数据交易市场价值共创机理研究——基于四方演化博弈研究

Research on the Mechanism of Value Co-Creation in Data Trading Market—Based on Four-Party Evolutionary Game Research

摘要: 为研究数据交易市场价值共创机理，构建“政府–数据供应主体–数据交易平台–数据使用主体”四方演化博弈模型，探究主体间的博弈演化关系和均衡稳定策略，并通过Matlab进行数值仿真分析。研究表明：政府在数据交易市场价值共创机制建设中担任监督角色，其决策会受到政治绩效、监管成本等因素的影响；当获得的增值服务收益大于增值服务成本时，数据供应主体会趋于积极参与价值共创；超额利润、口碑损失、政府补贴和处罚会影响到数据交易平台的策略方向选择；积极合作带来的收益大于成本时，数据使用主体也会倾向于积极参与价值共创。政府可通过建立互联互通的规范市场制度、多元共治的监管制度、合理的奖惩机制等，助力数据交易市场走向多方积极合作共赢的稳定进阶状态。

Abstract: In order to study the mechanism of value co-creation in the data trading market, we constructed a four-party evolutionary game model of “government-data supplying subject-data trading platform-data using subject”, explored the game evolution relationship and equilibrium stabilization strategy among the subjects, and carried out numerical simulation and analysis through Matlab. The study shows that: the government plays a supervisory role in the construction of value co-creation mechanism in the data trading market, and its decision-making will be affected by political performance, regulatory costs and other factors; when the benefit of value-added services is greater than the cost of value-added services, the data supply subjects will tend to actively participate in the value co-creation; the excess profit, loss of word-of-mouth, government subsidies and penalties will affect the selection of the strategic direction of the data trading platforms; when the benefits brought by active cooperation are greater than the costs, data-using subjects will also tend to actively participate in value co-creation. The government can help the data trading market to move towards a stable and progressive state of positive cooperation and win-win situation through the establishment of a standardized market system of interconnection and interoperability, a regulatory system of pluralistic and common governance, and a reasonable mechanism of rewards and punishments.