Research On Supply Chain-based Data Service Transaction Strategy And Coordination

With the formation of the National Data Agency and the development of digital technology,the market space of data products and data services brought by data factorization continues to expand,and the study of data trading strategies and coordinated development is imminent.Caught in the dynamic and complex relationship between data trading interest subjects and the difficulty of pricing data elements,it is increasingly difficult to formulate data trading strategies.From the data trading practices and development programs at home and abroad,it is found that the research on data trading from the perspective of supply chain is effective.Therefore,the development of data trading strategies from a supply chain perspective becomes a common concern for industry and government.Based on the analysis of data transaction process between supply chain subjects under the guidance of relevant theories and the construction of data supply chain model consisting of data suppliers,data processors and end consumers,the study of the choice of transaction strategy from the perspective of data processors is conducted by analyzing the equilibrium solutions of data suppliers and data processors under three scenarios of individual sales strategy,pure bundling strategy and mixed bundling strategy.The data supply chain model under centralized decision making is analyzed in comparison with decentralized decision making,and it is found that decentralized decision making causes double marginal effects.Then,the contract theory is introduced to study the coordination mechanism of the double marginal effect between data suppliers and data processors,and the scientificity and correctness of the study are verified by data simulation,and the optimization countermeasures are proposed by combining the real situation and trading strategy.It is found that: data processors will not choose the mixed bundle strategy compared to the separate sale strategy;the choice for the separate sale and pure bundle strategies is influenced by a combination of factors and a range of choices for different strategies is given.In contrast to decentralized decision making,centralized decision making increases data product sales by lowering the price of raw data as well as the price of data products to increase the profitability of the data supply chain.The introduced two-part pricing contract and the improved revenue sharing contract can stimulate the cooperation of firms and can achieve coordinated optimization of the data supply chain;among them,the size of the fixed fee subsidy of the two-part pricing coordination contract reflects the negotiation power of data suppliers and data processors.Through the analysis of data suppliers,data processors and consumers’ data product and service utilities,the game relationship between data suppliers and data processors in the data trading process is observed,which helps data processors make the choice of trading strategies under different situations and provides theoretical support for the formulation of data trading strategies in the supply chain;the construction of the contract coordination mechanism provides supply chain managers with the opportunity to achieve the maximum data supply chain The construction of contractual coordination mechanism provides scientific guidance and coordination basis for supply chain managers to achieve the maximum profitability and overall optimality of the data supply chain.The research results provide an important theoretical foundation for the development of data trading market and its supply chain management.