考虑网络效应的智能硬件众筹决策研究

Crowdfunding Decision Making of Intelligent Hardware Considering Network Effect

构建了一个包含制造商、平台和消费者相互影响的众筹系统,针对智能硬件产品的特性,研究了众筹中社群效益与网络效应对企业定价、众筹平台促销努力水平以及各参与者利润的影响。建立了考虑网络效应的众筹模型,进行求解与推导,然后进行算例分析,对推论进行了验证并综合分析了社群效益与网络效应对参与者决策的影响。研究表明:随着社群效益与网络效应的增大,众筹平台促销努力水平增大。随着网络效应强度的增大,一般价与众筹价都增高,然而,虽然一般价与众筹价都增高,但是众筹价幅度不及一般价。在网络效应强度较低的时候,社群效益越大,一般价越低;在网络效应强度较高的时候,社群效益越大,一般价也越高。

A crowdfunding system including the interaction of manufacturers,platforms and consumers is constructed.In view of the characteristics of intelligent hardware products,the effects of community benefits and network effect on enterprise pricing,the level of the crowdfunding platform’s promotional efforts and the profits of both side are studied.A mathematical model considering network effect are established,from which the optimal pricing of enterprise and the optimal level of the crowdfunding platform’s promotional efforts are solved and some corollaries are gotten.The analysis of numerical examples showed the correctness of the corollaries as well as the effects of community benefits and network effect on decision making.It is found that the level of the crowdfunding platform’s promotional efforts goes up with the increase of community benefits and network effect strength.Both the crowdfunding price and the general price rise with the increase of network effect strength,while the increasing range of the crowdfunding price is less than it of general price.Under situation of low network effect strength the general price falls with the increase of community benefits.When network effect strength is relatively high,the general price rises with the increase of community benefits.