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基于产品众筹融资中投资者对产品的感知价值和发起人的产品定价策略,及项目发起人的期望收益理论和顾客感知价值理论,本文设立期望收益模型,分析最优定价策略,解释项目众筹活动中发起人更愿意使用渗透定价法的原因。研究表明:不同于传统产品定价策略,对于容量和知名度较小的众筹产品市场,渗透定价法是比较符合发起人利益的定价策略,这从收益角度解释了融资期众筹项目多采用渗透定价策略的原因。
Based on the perceived value of the product and the product pricing strategy of the sponsor in the crowdfunding financing of the product and the expectant return theory and the customer perceived value theory of the project sponsor, this paper establishes the expected return model, analyzes the optimal pricing strategy, The reasons why initiators in placement activities prefer to use penetration pricing. The results show that, unlike traditional product pricing strategy, penetration pricing is a pricing strategy that is more in line with promoters’ benefit for crowdfunding market with smaller capacity and popularity, which explains from the perspective of earnings that crowdfunding projects use penetration pricing The reason for the strategy.