产品众筹融资激励和效率影响因素的实证研究——以京东众筹为例

An Empirical Research on Factors Affecting Product Crowdfunding Financing Incentive and Efficiency——A Case of Jingdong Crowdfunding

产品众筹融资作为当前互联网金融创新发展的重要模式,自引入我国以来便取得了飞速发展。在我国中小微企业融资困难、企业经营受资金约束比较严重的市场环境下,产品众筹市场的发展为初创企业融资提供了新的选择。本文通过对京东众筹平台近年来数据分析发现,合理设置众筹融资目标和期限,建立发起人和投资者之间的良性互动,科学细化投资结构和适当的宣传策略对产品众筹激励和融资效率具有重要作用。

As an important model for the current development of Internet finance, products crowdfunding has achieved rapid development since its introduction into China. In the market environment where the financing of small and medium-sized enterprises in China is difficult and the business operations are subject to severe constraints, the development of the products crowdfunding market has provided new ideas for the financing of start-up companies. Through the data analysis of the Jingdong crowdfunding platform in recent years, this paper finds that reasonable setting of crowdfunding financing goals and deadlines, establishes positive interactions between investors and promoters, scientifically refines investment structure and appropriate advertising strategies play an important role in product crowdfunding incentives and financing efficiency.