考虑众筹成功率的产品众筹定价策略研究

Pricing Strategy of Crowdfunding Products with the Success Rate

产品众筹作为企业创新产品的重要融资方式越来越受到关注。本文考虑众筹成功率时的产品众筹定价策略,构建了众筹阶段和正式销售阶段的两阶段定价决策模型,得到了产品众筹的最优定价策略。研究发现随着众筹成功率提高,越来越多消费者会选择在众筹阶段进行产品购买。通过数值算例分析可知产品众筹的最优定价随着众筹成功率和团体福利的增大而增大,随着市场利率的增大而减小。研究结论为企业产品众筹的顺利开展提供可行性建议。

As an important financing method for innovative products,product crowdfunding has received increasing attention.The product crowdfunding pricing strategy considering crowdfunding success rate is studied,constructing a two-stage pricing decision model in the crowdfunding phase and the formal sales phase,and obtaining the optimal pricing strategy for product crowdfunding.The main conclusion is that when the success rate of public financing is low,some consumers will choose to buy after formal sales.On the contrary,consumers will participate in the crowdsourcing stage,which also explains the"herding effect"in the crowdsourcing stage.At the same time,in the crowdsourcing stage,the optimal pricing of enterprises increases with the increase of crowdsourcing success rate and social welfare,and decrease with the increase of market interest rate.In the formal sales stage,the optimal pricing of enterprises increases with the increase of social welfare.Therefore,enterprises have the motivation to improve the success rate of crowdsourcing and social welfare.The research conclusions provide feasible suggestions for the smooth development of corporate product crowdfunding.