随着互联网和电商的发展,传统供应链模式中越来越多的中间环节被直接消灭,很多企业面临着由供应链营销向需求链营销转型。近年如火如荼的产品众筹正是一种基于需求链的营销模式,它区别于基于传统供应链的营销模式,有其自身的特殊性。目前国内的产品众筹过程大体分为几个阶段,即立项——研发——样机——小批量生产——众筹融资——众筹达成后批量生产——回报参与用户。这与需求链模型是吻合的,是社群到用户的服务闭 With the development of the Internet and e-commerce, more and more intermediate links in the traditional supply chain model are eliminated directly. Many enterprises are facing the transition from supply chain marketing to demand chain marketing. Crowdfunding of products in full swing in recent years is exactly one kind of marketing mode based on demand chain, which is different from the marketing mode based on traditional supply chain and has its own particularity. At present, the process of product crowdfunding in China can be divided into several stages, namely project establishment - R & D - prototype - small batch production - crowdfunding - mass production after the crowdfunding is completed - to repay the participating users. This is consistent with the demand chain model, is the community to the user’s service closed