我国微电影众筹运行的发展与创新

发布时间：2018-04-29 23:02

本文选题：微电影众筹 + 运行策略　；参考：《江西财经大学》2016年硕士论文

【摘要】：伴随互联网时代的到来,新媒体和终端的不断进步,在线支付系统的迅速发展,互联网经济迅速崛起。众筹这一新型的融资方式进入微电影行业,成为一种新型的融资手段,受到投资者、影视从业者和影视爱好者的关注。通过投融资与微电影的结合,微电影众筹以一个崭新的形态实现投资者与创作者在微电影行业的价值共创。文章结合价值共创理论的DART模型,对众筹网站上10个典型微电影众筹案例分析,总结微电影主要的众筹方式和运作的基本流程。发现微电影众筹具有投资者的大众性,主体的模糊性,筹资过程的广告性以及项目的分散性等特征。通过微电影众筹典型案例的分析,得出微电影众筹过程中的基本特点:形成了多元化的微电影众筹模式:奖励式众筹、捐赠式众筹和股权式众筹;确立了微电影众筹运行的基本流程:提交项目、审核项目、展示项目、资金众筹、回报监管;构建了专业化的微电影众筹平台结构。同时也发现微电影众筹在运行过程中存微电影众筹评价指标设置不合理;微电影众筹过程中投资者与发起人缺乏互动;微电影众筹项目传播渠道单一;微电影众筹缺乏整套制度规范等问题。通过对微电影众筹运作过程中的特点与不足的分析,结合价值共创理论,为微电影众筹运行提供几点创新策略:第一,通过采用领投加跟投的微电影众筹参与制度,按需求科学制定微电影众筹的目标资金,制定有效的筹资时限来实现股权式众筹为主的微电影众筹模式;第二,发起人通过培养众筹投资者,维系与投资者的关系,筹资完成后深化投资合作来增强微电影众筹过程中投资者与发起人的对话;第三,通过利用微电影众筹平台提供的推广工具,充分发挥项目发起团队成员的传播能力,将项目推广工作承包给专业团队来丰富微电影众筹的传播渠道;第四,通过确保微电影项目发起人身份的真实,保护微电影项目发起人的知识产权,提供微电影众筹失信问题的法律救济来建立完整的微电影众筹制度,最终促进微电影的价值共创和微电影行业的健康发展。目前,微电影众筹是我国影视产业领域发展和研究的热点,文章主要的创新之处在于对微电影众筹这一新型融资方式的研究,并结合个案研分析来探究我国微电影众筹运行的基本特点与不足之处。运用价值共创理论,结合价值共创的DART模型,阐述了发展我国微电影众筹的创新策略。
[Abstract]:With the advent of the Internet era, the continuous progress of new media and terminals, the rapid development of online payment system, the rapid rise of the Internet economy. As a new financing method, crowdfunding has become a new financing method, which has attracted the attention of investors, film and television practitioners and film lovers. Through the combination of investment and financing, micro-film crowdfunding realizes the value of investors and creators in the micro-film industry in a new form. Based on the DART model of value creation theory, this paper analyzes 10 typical microfilm crowdfunding cases on crowdfunding website, and summarizes the main crowdfunding methods and basic operation flow of micro-film. It is found that microfilm crowdfunding is characterized by the popularity of investors, the fuzziness of the main body, the advertising of the financing process and the dispersion of projects. Through the analysis of the typical case of micro-film crowdfunding, the basic characteristics of micro-film crowdfunding process are obtained: the multi-mode of micro-film crowdfunding: reward crowdfunding, donation crowdfunding and shareholding crowdfunding; The basic flow of microfilm crowdfunding operation is established: submitting projects, auditing projects, displaying projects, financing crowdfunding, supervising returns, and constructing a specialized micro-film crowdfunding platform structure. At the same time, it is found that the evaluation index of microfilm crowdfunding is unreasonable in the course of operation, the investors and sponsors lack of interaction in the process of microfilm crowdfunding, the channel of microfilm crowdfunding project communication is single; The micro-film crowdfunding lacks the whole system standard and so on. Based on the analysis of the characteristics and deficiencies in the operation of micro-film crowdfunding and the theory of value creation, this paper provides several innovative strategies for the operation of micro-film crowdfunding: first, by adopting the micro-film crowdfunding participation system, According to the demand science, the target funds of micro-film crowdfunding are formulated, and the effective financing time limit is established to realize the micro-film crowdfunding mode based on equity crowdfunding. Second, the promoters maintain the relationship with investors by cultivating crowdfunding investors. Further investment cooperation after financing is completed to enhance the dialogue between investors and sponsors in the process of micro-film crowdfunding; third, by using the promotion tools provided by the micro-film crowdfunding platform, we can give full play to the communication ability of the members of the project initiation team. Contract the project promotion work to the professional team to enrich the dissemination channels of microfilm crowdfunding; fourth, protect the intellectual property rights of the microfilm project sponsors by ensuring the true identity of the promoters of microfilm projects, To provide legal relief to the problem of microfilm crowdfunding breach of credit to establish a complete micro-film crowd-funding system, and ultimately to promote the value of micro-film and the healthy development of micro-film industry. At present, micro-film crowdfunding is a hot spot in the field of film and television industry in China. The main innovation of this paper is the research on micro-film crowdfunding, which is a new financing method. Combined with case study and analysis to explore the basic characteristics and shortcomings of the running of micro-film crowdfunding in China. Based on the theory of value creation and the DART model of value creation, this paper expounds the innovative strategy of developing Chinese micro film crowdfunding.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J943

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