Research On The Business Model Of Marketization Of Personal

In recent years,China has continuously improved relevant laws and policies,and established a National Data Bureau.National strategic planning and top-level design for the construction of data factor market are gradually being carried out.As an important factor of production,the circulation and sharing of data is of great significance for creating new advantages of digital economy and accelerating the pace of construction of digital society.Among them,personal data accounts for a large proportion in data resources,showing great economic and strategic value.A good balance between the circulation and use of personal data and security protection is conducive to the further development of data element market.At present,there is a lack of practical exploration of personal data operation service in China,and the value of personal data has not been fully utilized.The Personal Information Protection Law of the People’s Republic of China,which came into effect in 2021,clearly puts forward the right of data transfer,which strengthens individuals’control over data transfer and reuse,and provides new opportunities and directions for the exploration of business models of data value utilization.This study mainly solves the problem of designing new business model of marketized management subject of personal data value.The relevant concepts and theories are defined and reviewed,and the existing research results are summarized and analyzed.The research on the intention to use "personal data service" proves that the perceived usefulness,perceived ease of use and perceived risk have an impact on the user’s attitude towards "personal data service".By referring to the practice and exploration at home and abroad in recent years,it provides experience and enlightenment for the construction of the business model of this study from different perspectives such as technical support and application scenarios.Based on the canvas model,the framework of business model design is presented through demand studies and case studies,and the relationship between key elements in the new model of personal data operation service is explained.Based on the principle-agent,incentive compatibility and other theories,this study aims to balance personal data protection and circulation sharing,uses blockchain and other technology to establish data trust,and constructs a business model of individual users,initial data controllers,business entities,data demanders,and the government’s multi-party governance and multi-win.Finally,from the perspectives of legal policy support,key standard formulation,industrial alliance,product design and so on,the construction of business entities and the development of personal data operation service industry are put forward suggestions and prospects.