基于变分法的产品众筹动态机制设计优化  

Study of Design Optimization of Dynamic Mechanism in Product Crowdfunding Based on Differential Equation

作　　者：史青春[1] 李小蝶 SHI Qingchun;LI Xiaodie(School of Management,Lanzhou University,Lanzhou 730000,China)

机构地区：[1]兰州大学管理学院,甘肃兰州730000

出　　处：《运筹与管理》2023年第2期105-110,共6页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(72072078);甘肃省哲学社会科学规划项目(19YB055)。

摘　　要：目前,对众筹成功影响因素的研究较为丰富,但对影响因素之间的关系以及在此基础上的动态机制设计的研究还略显不足。本文应用微分方程,考虑歧视性定价、网络效应和发起人努力水平,通过构建连续变量的数学模型,借助变分法求解,探究大众出资人到达的最优动态路径,并在此基础上研究发起人如何设计众筹动态机制。研究发现:众筹项目融资期限的设定,不仅存在上限,而且与产品定价、生产成本均有关联;随着大众出资人承诺出资数量的增加,众筹产品的生产存在规模化经济;项目发起人的最优努力水平受众筹平台知名度、网络效应和项目歧视性定价的影响。论文研究为众筹项目的动态机制设计提供了理论指导。In the development process of small and medium-sized creative enterprises,the difficulty of financing has not been overcome.With the accelerated penetration of the Internet and big data,crowdfunding,as a new business model combining crowdsourcing and micro finance,has the advantages of low cost,popularity and high efficiency.It complements traditional financing methods and gradually becomes one of the effective ways for small and medium-sized creative enterprises to carry out external financing.However,since the introduction of crowdfunding into the Chinese market in 2011,crowdfunding has gone through many stages,such as germination,explosion and reduction.After the industry reshuffle,it now presents the status quo of monopoly by Internet giants.The key to this transformation is the success of crowdfunding mechanism design optimization,which directly determines whether the income distribution of various participants in crowdfunding is reasonable,and determines the survival of the crowdfunding model.Product crowdfunding occupies the leading position in the crowdfunding market.However,this model is in a regulatory gap in the Chinese market.The lack of experience and ability of sponsors and the impact of imitator competition have become urgent problems to be solved.At present,there are many articles on the performance influencing factors of crowdfunding and the pricing strategies of sponsors,but most of them fail to show the internal correlation between the performance influencing factors,and they use static empirical methods,ignoring the continuity and dynamics of the crowdfunding process.This paper applies differential equation and considers discriminatory pricing,network effect and initiator’s effort level.By constructing a mathematical model with continuous variables,with the help of variation method,this paper explores the optimal dynamic path of public investors,and on this basis,studies how initiators design the dynamic mechanism of crowdfunding.This paper is committed to optimizing the product crowdfunding

关 键 词：变分法 最优路径 动态分析 网络效应 歧视性定价 努力水平 

分 类 号：F83[经济管理—金融学]