占南

摘 要：[目的/意义]分析互联网企业和用户在个人信息保护中的博弈问题，探讨博弈双方最优均衡策略的选择，对进一步构建大数据时代用户个人信息保护体系、增强互联网企业的综合竞争力并推动我国互联网行业的健康稳定发展具有启示意义。[方法/过程]本文从博弈分析的视角出发，基于不完全信息动态模型，运用逆推归纳法分析互联网企业和用户在博弈回合中的策略选择和得益情况。[结果/结论]研究发现，随着互联网企业和用户间博弈回合的增加，双方的得益也会不断递减，用户向互联网企业提供个人信息时会进行风险和得益的估算。最后根据本文博弈分析结果，提出构建系统完善的行业数据监管机制、互联网企业担负保护用户隐私责任、提升用户感知信息控制能力、合理配置数据权利等启示，形成个人、企业和政府相关部门共同努力的监管网络，才能建立个人信息保护的长效机制。

关键词：动态博弈;互联网企业;个人信息保护;用户

Abstract：[Purpose/Significance]This paper analyzed the game problems of Internet enterprises and users in the protection of personal information，discussed the choice of optimal balance strategy of the two sides of the game，which was of enlightenment significance to further build the protection system of user personal information in the era of big data，enhance the comprehensive competitiveness of Internet enterprises and promote the healthy and stable development of the Internet industry in China.[Method/Process]From the perspective of game analysis，based on the incomplete information dynamic model，this paper analyzed the strategy selection and benefits of Internet enterprises and users in the game round by using the inverse induction method.[Result /Conclusion]The study found that，with the increase of game rounds between Internet enterprises and users，the benefits of both sides continued to decline.Users estimated the risks and benefits when they provided personal information to Internet enterprises.Finally，according to the game analysis results，it proposed to build a systematic and perfect industry data supervision mechanism，to take the responsibility to protect users privacy for Internet enterprises part，to improve users perceived information control ability，and to rationally allocate data rights，and to form a supervision network with the joint efforts of individuals，enterprises and relevant government departments，so as to establish a long-term mechanism for personal information protection.

Key words：dynamic game;internet enterprise;personal information protection;users

以移动互联网、大数据、云计算和人工智能为代表的信息技术在促进世界各国经济社会创新发展的同时，也在不断地改变人们的思维方式和生产生活方式，人类生产生活的数字化场景应用成为大势所趋。第44次中国互联网络发展状况统计报告指出截至2019年6月中国网民规模达8.54亿人，互联网普及率达61.2%[1]。用户的个人数据信息具有较高的经济价值，获取用户信息对于互联网企业的生存发展起着重要的作用，企业通过挖掘分析用户数据，可以准确判断用户消费需求，从而进行产品的精准推广。……