竞争环境下众筹产品的定价策略研究

发布时间：2018-03-16 16:58

本文选题：众筹　切入点：模仿　出处：《管理工程学报》2017年04期 　论文类型：期刊论文

【摘要】：拥有想法却无法从传统渠道筹集资金的微创企业,可以通过在众筹网站发布众筹项目获取投资。然而,由于我国知识产权保护方面的法律尚不完善、申请专利时间长流程繁琐等原因,公开发布产品信息存在信息泄露的风险,拥有资金的其他企业可能模仿其创意生产类似的产品。本文研究这类模仿所带来的竞争对众筹企业在各阶段(众筹阶段与销售阶段)最优定价的影响。本文研究的主要思路是:通过建立各阶段的利润目标函数,得出相应的最优利润与定价策略,分析相关参数对各企业总利润与定价的影响,并以传统的银行融资模式为标杆,比较分析众筹融资下企业决策行为的变化。最后,本文将模型拓展到模仿具有成本的情况,进一步分析了此时众筹企业的决策行为和模仿企业的质量决策,探讨了模仿成本内生对企业决策行为的影响。
[Abstract]:Minimally established companies with ideas that cannot raise funds from traditional sources can make investments by publishing crowdfunding projects on crowdfunding websites. However, because the laws on intellectual property protection in our country are not perfect, For reasons such as long patent application time and cumbersome process, there is the risk of information leakage in the public release of product information. Other firms with funds may imitate their ideas to produce similar products. This paper studies the impact of competition brought by such imitation on the optimal pricing of crowdfunding enterprises at all stages (crowdfunding and sales). The main idea is: by establishing the profit objective function of each stage, Get the corresponding optimal profit and pricing strategy, analyze the influence of the relevant parameters on the total profit and pricing of each enterprise, and take the traditional bank financing model as the benchmark, compare and analyze the change of the enterprise decision-making behavior under the crowdfunding. In this paper, the model is extended to the case of imitation with cost, and the decision-making behavior of crowdfunding enterprises and the quality decision of imitation enterprises are further analyzed, and the influence of imitation cost on the decision-making behavior of enterprises is discussed.
【作者单位】：东南大学经济管理学院;
【基金】：国家自然科学基金资助项目(71671040、71301023) 东南大学仲英青年学者项目
【分类号】：F274;F724.6;F832.2

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