基于博弈论的大数据交易定价策略研究

发布时间：2018-04-02 18:53

本文选题：大数据　切入点：数据交易　出处：《北京邮电大学》2017年硕士论文

【摘要】：随着大数据产业的发展和数据开放的推进,数据交易已成为创新的商业模式。大数据交易平台在全国各地如雨后春笋般涌现,定价策略的制定对于数据交易尤其重要。但我国数据交易市场还不完善,尚未形成成熟的定价机制。本文在对国内外关于大数据和信息产品定价相关研究文献进行梳理的基础上,结合大数据交易现状和现有定价策略的研究,运用博弈论中的拍卖理论对大数据交易定价进行分析,并且创新性的将评分机制加入到拍卖模型中。结合数据交易的特点,本文提出了基于评分机制的拍卖定价模型。竞拍者的评分代表其提供大数据商品的资质、历史拍卖纪录中的信用和可靠交付数据的程度等综合信息。在互联网拍卖日益繁荣的时代,评分机制不仅可以对交易平台的竞拍者起到信用、资质约束作用,同时可以使评价较高的竞拍者在竞拍中处于优势,获得更好的预期收益,形成良性循环,创造良好的大数据交易环境。本文先对大数据交易在传统的拍卖模型下的竞拍策略、预期收益等进行理论分析,然后分析了在引入评分机制下对几种拍卖模型的影响,并使用Matlab仿真工具进行仿真分析,验证了基于评分机制的大数据拍卖模型对大数据交易有积极的促进作用。本文在国内关于大数据商品定价文献较少的情况下,提出了基于评分机制下的大数据交易拍卖定价模型,在一定程度上弥补了研究的空白,具有一定的学术和理论意义;同时本文提出的定价模型,可以为国内大数据交易平台定价机制的设定提供借鉴作用,具有一定的现实和实践意义。
[Abstract]:With the development of big data industry and the development of data opening, data transaction has become an innovative business model.Big data trading platform sprang up all over the country, pricing strategy is particularly important for data trading.However, China's data trading market is not perfect, has not yet formed a mature pricing mechanism.On the basis of combing the literature about big data and information product pricing at home and abroad, this paper studies the current situation and the existing pricing strategy of big data.The auction theory of game theory is used to analyze big data's transaction pricing, and an innovative scoring mechanism is added to the auction model.Considering the characteristics of data transaction, this paper puts forward an auction pricing model based on scoring mechanism.The bidder's score represents the quality of big data's goods, credit in historical auction records, and the extent to which reliable delivery data are available.In the era of increasingly prosperous Internet auction, the scoring mechanism can not only play a credit and qualification constraint role to the bidders of the trading platform, but also enable the highly rated bidders to have an advantage in bidding and obtain better expected returns.Form a virtuous circle, create a good trading environment for big data.In this paper, the auction strategy and expected income of big data trading under the traditional auction model are analyzed theoretically, then the influence on several auction models under the introduction of scoring mechanism is analyzed, and the simulation analysis is carried out by using Matlab simulation tool.It is verified that big data's auction model based on scoring mechanism has a positive effect on big data's transaction.In this paper, under the condition that there are few literatures about big data's commodity pricing, this paper puts forward an auction pricing model based on scoring mechanism, which to a certain extent makes up the blank of research, and has certain academic and theoretical significance.At the same time, the pricing model proposed in this paper can provide reference for the setting of pricing mechanism of big data trading platform in China, which has practical and practical significance.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F224.32;F49

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