众筹平台上网络外部性的价值度量模型

Value measurement model of network externality in a crowdfunding platform

在“互联网+”背景下,众筹模式逐渐崭露头角,成为电商营销的一种新形态.本文从众筹模式的特征分析出发,以其网络外部性特征和完全垄断的市场结构为切入点,建立众筹平台网络外部性的价值度量模型.该模型以考虑宏微观网络外部性的消费者效用函数和众筹发起人的收益函数为基础,在差异化定价策略、非差化定价策略和无网络外部性基础模型的三种情形下,应用两阶段博弈模型分别求解众筹发起人的最优价格向量、参与者的最优申购量和众筹发起人的最优收益水平,进而通过比较在不同策略下众筹发起人最优收益的差异得出众筹平台网络外部性的策略价值和内在价值.进一步,将模型的理论结果应用于推荐网络这一特殊的网络结构中,并设计出具有推荐功能的众筹平台•结果表明:本文所设计的具有推荐功能的众筹平台,可以显著提升众筹发起人的收益水平,对完善众筹平台的营销模式具有管理实践意义.

In the era of“Internet+”,crowdfunding has gradually become a new mode of e-commerce.After analyzing the features of the crowdfunding pattern,this paper proposed a value measurement model of network externality in a crowdfunding platform by choosing the characteristics of network externality and the structure of perfect monopoly market as the breakthrough points.The established model contains two functions:the crowd-funding initiator's revenue function and the consumer utility function,with the latter considering both the macro and the micro network externality.By solving a two-stage game model,the optimal price vector of the crowdfunding initiator,the optimal subscribing amounts of investors and the optimal income level of the crowdfunding initiator are derived in the three cases of differential pricing strategy,single uniform price strategy and the benchmark without network externality,respectively.Besides,the strategic value and intrinsic value of network externality are obtained by comparing the optimal revenues of the crowdfunding initiator under different strategies,which is the foundation of designing profitable referral networks in a crowdfunding platform with the function of recommendation.These results show that the proposed crowdfunding platform with the recommendation function enables to encourage the market participants to recommend more people to join in the crowdfunding project so as to greatly raise the crowdfunding initiator's income level.To sum up,the proposed model is meaningful for the crowdfunding initiators to raise their income levels and further for the market participants to improving the marketing modes in a crowdfunding platform.