Study on Data Supply Chain Pricing Decision Considering Network Externalities

Abstract

Nowadays, data has become an important productive factor in the world. Data as an asset to management and realizing its value are important factors for its flowing smoothly. However, how to price the data scientifically and reasonably has been a difficult and key problem for the data element market development. After analyzing the transaction process of data products from data resource acquisition to production and sales, a three-level data supply chain consisting of data providers, data trading platforms and users is constructed. In this chain, government subsidies for data trading platforms are considered. Based on that, a centralized and a decentralized differential game pricing model of data supply chain under the influence of network externalities are proposed respectively. The impact of network externalities and government subsidy elasticity coefficients, among others, on the two decision models is analyzed from a theoretical perspective.