管理工程学报2017，Vol.31Issue(4)：209-219,11.DOI:10.13587/j.cnki.jieem.2017.04.027
竞争环境下众筹产品的定价策略研究
Pricing strategy of crowdfunding products in competitive environment
摘要
Abstract
Crowdfunding is drawing extensive attention of entrepreneurs thanks to its low threshold and high success rate.Even in restrictive financial conditions,an entrepreneur possessing an innovative idea can seek public investment by sharing information on a crowdfunding website,announcing potential rewards such as the product the entrepreneur is going to produce,profits,equity etc.The first step to a successful crowdfunding is the pre-set amount of funding.The entrepreneurs will get the necessary resources to launch the project and later the benefits will be returaed to reward the investors.Otherwise,the money raised by the public will be returned to the investors,resulting in no gains for the entrepreneurs.Although crowdfunding displays many merits,problems also arise,e.g.,the theft of information,the recognition of the public for the products,and geographic position.These problems restrict the entrepreneurs launching a erowdfunding project.In this paper we study a situation in which company A hunches a crowdfunding project while company B copies company A's ideas and produces a substitutable product.We obtain the company A's pricing strategy to maximize its profits in a competitive environment.The model is constructed as follows:First,company A sets the crowdfunding price and the public decide whether to join it.If the fund raised from the public does not meet the requirements,company A quits the market;otherwise,company A produces his product.At the same time,company B copies company A's ideas and produces the substitutable product;Second,both company A and B enter the market and set their selling prices.In this model,consumers determine whether to take part in the crowdfunding,or buy after both products are competing in the consumer market.Those consumers who take part in the crowdfunding receive additional community benefits.We assume that the quality of company B's products is lower than company A's;in addition,we assume that information is symmetric,i.e.,products' qualities are public information.By modelling company A and B's decision-making process,we obtain the optimal pricing strategy to maximize each finn's expected profit.We study the influence of the related parameters on the pricing strategy and the corresponding expected profits.Furthermore,we set bank as a benchmark and study what difference the crowdfunding brings as compared to the traditional bank financing.In this paper,we find that the crowdfunding price and the profit of company A is decreasing in product quality of company B,and increasing in community benefits;choosing crowdfunding brings loss only when the bank credit rate and the community benefits are low and the company B's product quality is high.In other words,crowdfunding may bring better profits for small entrepreneurs in some situations.Finally,we extend our model to study the optimal quality of B's product under different financing modes,with the existence of plagiarism cost.This further enhances our understanding on the influence of crowdfunding on the decision-making behavior.关键词
众筹/模仿/定价策略Key words
Crowdfunding/Plagiarism/Pricing strategy分类
管理科学引用本文复制引用
薛巍立,王杰,申飞阳..竞争环境下众筹产品的定价策略研究[J].管理工程学报,2017,31(4):209-219,11.基金项目
国家自然科学基金资助项目(71671040、71301023) （71671040、71301023）
东南大学仲英青年学者项目 （）
