The Research On The Pricing Of Big Data Transaction Based On Game Theory

With the development of big data industry and the open data, data transaction has become an innovative business model. Big data trading platforms are springing up all over the country. Pricing strategy is especially important for data transaction. However, China's data trading market is not perfect, which has not yet formed a mature pricing mechanism.On the basis of the literatures about big data and the pricing of information products, this paper discussed the pricing strategy of the big data transaction by using the auction theory in the game theory, combined with the current situation of big data transaction and the existing pricing strategies. What's more, this paper added the scoring system to the auction model innovatively.Combined with the characteristics of data transactions, this paper presented an auction pricing model based on scoring system. The bidders'ratings represented the information about their qualifications on providing data, their integrity of the historical auction records, and their degree to deliver reliable data. In the era of the increasingly prosperous Internet auction, the scoring system can not only restrain the bidders' integrity and qualifications on the trading platform, but also allows the higher-priced bidders in a dominant position to obtain better expected returns, which can form a virtuous circle. This paper first analyzed the auction strategy and expected return of the data transaction under the traditional auction model, and then analyzed the influence to the auction model under the scoring system. Lastly, we used the Matlab tool to simulate the process,and validated that the big data auction model based on scoring system had a positive effect on big data transactions.In the case of domestic has few literature on big data pricing, this paper proposed a pricing model of big data transaction based on scoring auction system, which can make up the blank of the research to a certain extent, and has a great academic and theoretical significance. At the same time, the pricing model proposed in this paper can provide a reference for the pricing strategy of big data trading platform in China, which has important practical significance.