[目的/意义]对平台方参与作用下数据要素市场主要参与主体的策略选择进行研究，旨在探寻有效的市场运行机制。[方法/过程]基于多主体互动视角，利用交易成本理论对数据要素市场三方主体交易过程中涉及的成本收益变动情况进行假设，并对数据要素市场的三方主体进行演化博弈分析，最后利用MATLAB软件进行仿真模拟。[结果/结论]最终结果表明，三方主体的初始意愿均对策略选择有所影响，收益与违约成本是影响数据供需双方交易意愿的重要因素，服务报酬是三方主体策略选择的共同影响因素，节省成本与惩罚会直接影响平台方积极参与数据交易的策略选择。未来要从政策、法律、认知与管理4个层面促进数据要素市场发展。
[Purpose/Significance] This paper studies the strategy selection of the main participants in the data element market with the participation of platform, aiming to explore an effective market operation mechanism.[Method/Process] From the perspective of multi-agent interaction, this study hypothesized the cost-benefit changes involved in the tripartite transaction process in the data market according to the transaction cost theory, analyzed the evolutionary game of them, and finally used MATLAB software to simulate it. [Result/Conclusion] The final results show that the tripartite initial willingness has an impact on the strategy selection, the income and default cost are important for the transaction willingness of both data supply and demand, the service remuneration is the tripartite common factor, and the cost saving and punishment will directly affect the platform to actively participate in data transactions. In the future, it is necessary to promote the development of the data element market from the four levels of policy, law, cognition and management.
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