关键词: 数据平台, 精准营销, 大数据驱动, CPS

Abstract: Through big data analysis technology , the third-party data platform provides firms with precision marketing service. This paper studies the effects of the platform’s revenue model (the commission model and charging according to the sale volume model) on firms’ competition, platform’s profit and firms’ profits. The findings are as follows. First, the performance of the commission model depends on the commission rate; when the targeting precision is high, the commission model cannot maximize the profits of platform and firms. Second, compared to the commission model, charging according to the sale volume model enhances firms’ profits; and both platform’s and firms’ profits increase with fee parameter. Third, from the charging model selection perspective, the higher the targeting precision is, the more advantage of charging the sale volume model has; the commission model is suitable for monopoly situation while charging according to which the sale volume model works well in competing situation. Fourth, combining the commission model, charging according to the sale volume model can realize the win-win situation for both platform and firms. All these findings provide theoretic references not only for charging model selection of precision marketing driven by big data, but also for the revenue model innovation of “big data platform”.

Key words: data platform, precision marketing, big data-driven, CPS