考虑众筹成功率的产品众筹定价策略研究

doi:10.3969/j.issn.1007-7375.2019.06.012

工业工程 ›› 2019, Vol. 22 ›› Issue (6): 89-95.doi: 10.3969/j.issn.1007-7375.2019.06.012

考虑众筹成功率的产品众筹定价策略研究

吕晓慧¹, 曾小燕²

1. 华南理工大学工商管理学院, 广东广州 510640;
2. 华南理工大学广州学院经济学院, 广东广州 510800

收稿日期:2019-03-18 发布日期:2019-12-24
通讯作者: 曾小燕(1985-),女,福建省人,讲师,硕士,主要研究方向为供应链金融、金融工程、互联网金融等,E-mail:632892655@qq.com E-mail:632892655@qq.com
作者简介:吕晓慧(1994-),女,山西省人,硕士研究生,主要研究方向为共享经济、互联网金融等
基金资助:
国家自然科学基金资助项目（71871097，71520107001）；广东省青年创新人才类资助项目（2016WQNCX194）；中央高校基本科研业务费专项资金资助项目（2018JQ03）

Pricing Strategy of Crowdfunding Products with the Success Rate

LYU Xiaohui¹, ZENG Xiaoyan²

1. School of Business Administration, South China University of Technology, Guangzhou 510640, China;
2. School of Economics, Guangzhou College of South China University of Technology, Guangzhou 510800, China

Received:2019-03-18 Published:2019-12-24

摘要/Abstract

摘要： 产品众筹作为企业创新产品的重要融资方式越来越受到关注。本文考虑众筹成功率时的产品众筹定价策略，构建了众筹阶段和正式销售阶段的两阶段定价决策模型，得到了产品众筹的最优定价策略。研究发现随着众筹成功率提高，越来越多消费者会选择在众筹阶段进行产品购买。通过数值算例分析可知产品众筹的最优定价随着众筹成功率和团体福利的增大而增大，随着市场利率的增大而减小。研究结论为企业产品众筹的顺利开展提供可行性建议。

关键词: 产品众筹, 消费者效用, 利润最大化, 定价模型

Abstract: As an important financing method for innovative products, product crowdfunding has received increasing attention. The product crowdfunding pricing strategy considering crowdfunding success rate is studied, constructing a two-stage pricing decision model in the crowdfunding phase and the formal sales phase, and obtaining the optimal pricing strategy for product crowdfunding. The main conclusion is that when the success rate of public financing is low, some consumers will choose to buy after formal sales. On the contrary, consumers will participate in the crowdsourcing stage, which also explains the "herding effect" in the crowdsourcing stage. At the same time, in the crowdsourcing stage, the optimal pricing of enterprises increases with the increase of crowdsourcing success rate and social welfare, and decrease with the increase of market interest rate. In the formal sales stage, the optimal pricing of enterprises increases with the increase of social welfare. Therefore, enterprises have the motivation to improve the success rate of crowdsourcing and social welfare. The research conclusions provide feasible suggestions for the smooth development of corporate product crowdfunding.

Key words: product crowdfunding, consumer utility, profit maximization, pricing model

中图分类号:

C935

吕晓慧, 曾小燕. 考虑众筹成功率的产品众筹定价策略研究[J]. 工业工程, 2019, 22(6): 89-95.

LYU Xiaohui, ZENG Xiaoyan. Pricing Strategy of Crowdfunding Products with the Success Rate[J]. Industrial Engineering Journal, 2019, 22(6): 89-95.

参考文献

[1] LAWTON K, MAROM D. The crowdfunding revolution:How to raise venture capital using social media[M]. NewYork:McGraw Hill Professional, 2012.
[2] BELLEFLAMME P, LAMBERT T, SCHWIENBACHER A. Crowdfunding:tapping the right crowd[J]. Journal of Business Venturing, 2014, 29(5):585-609
[3] GERBER E M, HUI J. Crowdfunding:motivations and deterrents for participation[J]. ACM Transactions on Computer-Human Interaction, 2013, 20(6):34:1-34:32
[4] 刘志迎, 武帅. 双边市场视角下众筹平台定价机制研究[J]. 上海管理科学, 2016, 38(3):35-39 LIU Zhiying, WU Shuai. Study on the pricing mechanism of crowdfunding platforms frorm the perspective of bilateral market theory[J]. Shanghai Management Science, 2016, 38(3):35-39
[5] KIM H, KIM J. Geographic proximity between lender and borrower:how does it affect crowdfunding?[J]. Review of Accounting and Finance, 2017, 16(4):462-477
[6] KUPPUSWAMY V, BAYUS B L. Crowdfunding creative ideas:the dynamics of project backers in Kickstarter[J/OL].[2019-03-18]SSRN Electronic Journal. http://ssrn.com/abstract=2234765.
[7] ZHOU M, LU B, FAN W, et al. Project description and crowdfunding success:an exploratory study[J]. Information Systems Frontiers, 2018, 20(2):259-274
[8] WANG N, LI Q, LIANG H, et al. Understanding the importance of interaction between creators and backers in crowdfunding success[J]. Electronic Commerce Research and Applications, 2018, 27(1):106-117
[9] WESSEL M, THIES F, BENLIAN A. The emergence and effects of fake social information:evidence from crowdfunding[J]. Decision Support Systems, 2016, 90:75-85
[10] YUAN H, LAU R Y K, XU W. The determinants of crowdfunding success:a semantic text analytics approach[J]. Decision Support Systems, 2016, 91:67-76
[11] NOCKE V, PEITZ M, ROSAR F. Advance-purchase discounts as a price discrimination device[J]. Journal of Economic Theory, 2011, 146(1):141-162
[12] HU M, LI X, SHI M. Product and pricing decisions in crowdfunding[J]. Marketing Science, 2015, 34(3):331-345
[13] 吕正英, 顾锋, 李毅, 等. 众筹产品定价策略研究[J]. 管理现代化, 2016, 36(1):76-78
[14] 邵腾伟, 吕秀梅. 基于F2F的生鲜农产品C2B众筹预售定价[J]. 中国管理科学, 2016, 24(11):146-152 SHAO Tengwei, LYU Xiumei. Price on fresh agricultural products by C2B based on F2F[J]. Chinese Journal of Management Science, 2016, 24(11):146-152
[15] 薛巍立, 王杰, 申飞阳. 竞争环境下众筹产品的定价策略研究[J]. 管理工程学报, 2017, 31(4):209-219 XUE Weili, WANG Jie, SHEN Feiyang. Pricing strategy of crowdfunding products in competitive environment[J]. Journal of Industrial Engineering/Engineering Management, 2017, 31(4):209-219
[16] KLASTORIN T, MAMANI H, ZHOU Y P. To preannounce or not:new product development in a competitive duopoly market[J]. Production and Operations Management, 2016, 25(12):2051-2064
[17] ROMA P, GAL-OR E, CHEN R R. Reward-based crowdfunding campaigns:informational value and access to venture capital[J]. Information Systems Research, 2018, 29(3):679-697
[18] 邓万江, 李习栋, 马士华. 预付款众筹模式下新产品定价与质量设计[J]. 系统工程理论与实践, 2018, 38(7):1768-1777 DENG Wanjiang, LI Xidong, MA Shihua. Pricing and quality design of new products under pre-sales crowdfunding[J]. System Engineering Theory and Practice, 2018, 38(7):1768-1777

考虑众筹成功率的产品众筹定价策略研究

Pricing Strategy of Crowdfunding Products with the Success Rate

RichHTML

PDF

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 2

编辑推荐

Metrics

本文评价

[1]	徐朗，汪传旭，杨清荃. 低碳背景下政府财税行为对制造商决策影响[J]. 工业工程, 2016, 19(3): 30-36.
[2]	李帮义，顾蕊，李宁，刘志. 再制造系统成本结构与市场结构的关系研究[J]. 工业工程, 2015, 18(6): 138-144.