出版众筹投资参与者回报方式的比较研究
发布时间：2018-12-12 18:15
【摘要】：文章通过国内外代表性出版众筹项目回报方式的分析对比,得出目前国内出版众筹回报方式设置中存在的问题,主要包括:回报粒度划分参差不齐、募集资金过多用于营销而偏离项目初衷、融资资本来源依赖企业用户、回报内容的价值有效性有待商榷、实物回报关联度不高易导致目标人群无法精确定位。并就此几方面问题提出建议:粒度粗细需精准衡量;回归传统众筹,设置量力合理的回报形式;提高回报与核心产品内涵的契合度。
[Abstract]:Based on the analysis and comparison of the return methods of domestic and foreign representative publishing crowdfunding projects, this paper draws a conclusion that there are some problems in the setup of the return modes of domestic publishing crowdfunding projects, including: the distribution of return granularity is not uniform. Too much money is used for marketing and deviates from the original intention of the project, the source of financing capital depends on enterprise users, the value effectiveness of return content is open to question, and the low correlation degree of physical return makes the target people unable to locate accurately. Some suggestions are put forward in this paper: precision measurement of grain size, return to traditional crowdfunding, setting up a reasonable form of return, and improving the consistency between return and core product connotation.
【作者单位】： 上海理工大学出版印刷与艺术设计学院;上海理工大学管理学院;上海出版印刷高等专科学校文化管理系;
【基金】：教育部人文社会科学研究规划基金项目“数字出版内容社会化生产模式及管理机制研究”(14YJA860001) 上海市教委科研创新项目“文化创意产业社会化商业模式运行机制研究”(15ZS093) 上海出版传媒研究院2014年度招标课题“大数据时代出版传媒业发展战略研究”(SAZD1408)成果之一
【分类号】：G230-F
[Abstract]:Based on the analysis and comparison of the return methods of domestic and foreign representative publishing crowdfunding projects, this paper draws a conclusion that there are some problems in the setup of the return modes of domestic publishing crowdfunding projects, including: the distribution of return granularity is not uniform. Too much money is used for marketing and deviates from the original intention of the project, the source of financing capital depends on enterprise users, the value effectiveness of return content is open to question, and the low correlation degree of physical return makes the target people unable to locate accurately. Some suggestions are put forward in this paper: precision measurement of grain size, return to traditional crowdfunding, setting up a reasonable form of return, and improving the consistency between return and core product connotation.
【作者单位】： 上海理工大学出版印刷与艺术设计学院;上海理工大学管理学院;上海出版印刷高等专科学校文化管理系;
【基金】：教育部人文社会科学研究规划基金项目“数字出版内容社会化生产模式及管理机制研究”(14YJA860001) 上海市教委科研创新项目“文化创意产业社会化商业模式运行机制研究”(15ZS093) 上海出版传媒研究院2014年度招标课题“大数据时代出版传媒业发展战略研究”(SAZD1408)成果之一
【分类号】：G230-F
【参考文献】
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