产品众筹中价格歧视策略的优化研究  

Optimal Price Discrimination Strategies in Reward-based Crowdfunding

作　　者：王雪 魏航 XUE Wang;HANG Wei(College of Business,Shanghai University of Finance&Economics,Shanghai 200433,China)

机构地区：[1]上海财经大学商学院,上海200433

出　　处：《中国管理科学》2021年第5期129-137,共9页Chinese Journal of Management Science

基　　金：上海财经大学研究生创新基金资助项目(CXJJ-2019-328)。

摘　　要：产品众筹是一种常见的众筹形式,它要求企业为支持者提供创新型产品或服务作为回报。合理的定价策略是产品众筹的关键,本文分别从项目成功率和利润最大化角度研究价格歧视的优化问题。针对产品众筹全有或全无(All-or-Nothing,AoN)的机制下采用价格歧视策略时,价格差值和低价销售定额的最优决策问题。本文首先采用随机模型定义购买概率函数,分析支持者在购买过程中的影响因素;然后从项目支持者效用角度出发,应用两阶段模型讨论价格差值的相关影响因素,研究发现两级价格差值会受到级联效应、项目的特征以及支持者特征的影响。并且从支持者估值类型方向对基础模型进行了扩展,讨论了不同估值类型的支持者在不同价格差值范围内的选择行为;再则从项目的利润最大化角度出发讨论价格差值问题,研究发现价格差值受支持者数量和项目目标值的影响;最后通过计算相对利润函数解出最优低价销售定额的数量。Reward-based crowdfunding is a common form of crowdfunding that requests project creators to provide innovative production or service as a reward for backers to raise funds for starting their ventures.It has always been a concern that how to improve the success rate of projects for crowdfunding creators,and amounts of creators prefer to adopt price discrimination strategy to simulate bakers pledging and increase project success rate.A model is considered that helps creators promote the success rate which in an all-or-nothing(AoN)mechanism by optimizing the price discrimination that through optimizing pricing and volume.A stochastic model is utilized within a function of pledging probability,and a two-stage model is adopted to discuss the related factors of price gap.In particular,it is shown that success rate,project’s quality and innovation degree,the warm affection effect has the positive impact on the pledging behavior.Then the basic model is extended from the backer’s valuation type,and the backers’pledging behavior in different valuation types when facing a range of price gap is analyzed.It is shown that a large or small price gap will impede the pricing discrimination strategy effect on simulating pledging,and calculate the optimal price gap which can help the price discrimination strategy work best on increasing success rate.Lastly,the optimal low price volume is solved by maximizing the project profit,and the influencing relationship between low price volume and price gap is discussed.

关 键 词：产品众筹 价格歧视策略 价格差值 低价销售定额 

分 类 号：F325.3[经济管理—产业经济]