Impact of Consumer Data Value on Pricing of Platform Enterprise

Abstract

Based on the background of digital economy, this paper mainly discusses the value of consumer data and the promotion effect of digital finance on enterprise entre-preneurship, and analyzes the differentiated choice of pricing strategy for platform enterprises under the situation that consumer data is known and unknown. Based on the linear city model, circular city model and vertical differentiation model, this paper constructs the competition system of platform enterprises in two situations: consumer data is known and consumer data is unknown, and reveals the influence of consumer data on the pricing strategy of platform enterprises. The research shows that consumer data can influence the pricing strategy of platform enterpris-es, and when consumer data is unknown to platform enterprises, they tend to choose unified pricing. At this time, consumers choose service types based on their preferences. If consumer data is known to platform enterprises, platform enter-prises will choose personalized pricing in order to compete with consumers in the market, but the price will be low, which will increase consumer welfare at the mi-cro level. Moreover, the development of digital finance based on the background of digital economy has a positive role in promoting new enterprises and affecting consumer welfare at the macro level, it has practical significance and profound re-search significance for the study of social welfare changes.