关键词: 大数据, 政府大数据, 价值特征, 定价模式, 定价策略

Abstract:

With the increasing development of technology of Big Data, the Big Data itself has become a kind of commodity. But the characteristics of Vast, Variety and Velocity of Big Data, as well as the uncertainty, scarcity and diversity of its value, have led to difficulties in solving the two-way uncertainty problem in pricing through the traditional pricing model and pricing strategy. The solution of this uncertainty relys on the organic combination of pricing model and pricing strategy: first, determine the theoretical price range: determine the highest price through the utility price theory, and determine the lowest price through cost price theory; then determine the accurate price through pretreatment, auction or negotiation strategies. For the non-dynamic problem shown in the price determined by auction or negotiate strategies, the feedback pricing strategy can be used to optimize the process of pricing: either through a twoway feedback to auction or negotiate again, or through a one-way feedback to conclude the best price. In view of the public attribute and privacy safety considerations of Government Big Data, it would be a better choice to use cost price theory and Ramsey Price to determine the price. The present domestic Big Data exchange market have begun to take shape, but not standardized or unified enough, its sustainable development depends on the reasonable pricing as well as a certain degree of government intervention.

Key words: Big data, Government big data, Value characteristics, Pricing model, Pricing strategy