长尾理论视阈下众筹网站的运营模式探究——基于“众筹网”的个案分析

The Operating Mode of Crowdfounding Website from the Perspective of Long Tail Theory——Based on the “Zhongchou. com”Case Study

众筹模式的核心理念是依托平台,以汇聚众多个体力量实现梦想为情感基调,以项目的实现为目的,以"团购+预购"为回馈形式。众筹模式引入中国以来,众多企业开始搭建众筹平台试水互联网众筹,但发展比较缓慢。本文以众筹网为个案,梳理和分析众筹网站在中国的实践,并尝试以长尾市场的三种力量,即生产工具的普及、传播工具的普及连接供给和需求为切入点,结合市场营销理论,探讨众筹在中国的运营模式与发展前景。

The core idea of crowdfounding mode is to rely on the platform. Its emotional tone is to attract the individual strength to realize the dream and its feedback form is ＂buy and pre-order＇. Since the crowdfounding mode is leaded into China, many companies begin to build a platform to develop the internet crowdfounding, but the development is relatively slow. Based on the study of ＂Crowd founding Site＂ ,we screen and analyze the crowdfounding sites＇ practice in China, and try to ex- plore the crowdfounding sites＇ model and prospects in China from the three forces of long tail market, namely the production of universal tools, universal communication tools, and the force to connect supply and demand with marketing theory.