投资者感知价值结构与众筹产品定价策略

The Structure of Investor Perceived Value and the Pricing Strategy of Crowdfunding Product

基于产品众筹融资中投资者对产品的感知价值和发起人的产品定价策略,及项目发起人的期望收益理论和顾客感知价值理论,本文设立期望收益模型,分析最优定价策略,解释项目众筹活动中发起人更愿意使用渗透定价法的原因。研究表明:不同于传统产品定价策略,对于容量和知名度较小的众筹产品市场,渗透定价法是比较符合发起人利益的定价策略,这从收益角度解释了融资期众筹项目多采用渗透定价策略的原因。

Based on the perceived value of crowdfunding product investors, the product pricing strategy of project sponsors, the expected revenue theory of project sponsors and theory of customer perceived value, this paper sets an expected return model to analyze optimal pricing strategy and explain why the crowdfunding project sponsors are more willing to use penetration pricing. The results of the paper show that, to the small-capacity and less-known crowdfunding markets,the penetration pricing is different from the pricing strategy of traditional products and conducive to the sponsors, which explains why the penetration pricing is used in most crowdfunding projects in the period of financing from the perspective of revenue.