考虑发起者质量改进努力和平台增值服务的产品众筹最优决策与协调

摘要：
针对一个众筹发起者和一个众筹平台组成的产品众筹融资链,其中平台负责众筹方案指导、项目宣传推广等增值服务,发起者负责众筹产品设计、生产和质量改进.考虑平台增值服务和发起者质量改进努力均会影响众筹产品的市场需求,通过构建平台主导的联合式与分散式产品众筹融资决策模型,分析了服务需求弹性、质量需求弹性等因素对最优决策的影响,然后对联合式与分散式下的最优决策进行了对比分析以论证构建协调契约的必要性.从平台、发起者双方合作和收益最大化角度出发,设计“双向成本分摊-收益共享”协调契约,对契约参数进行合理设置从而实现产品众筹融资链协调和Pareto改进.最后通过数值算例验证了模型的正确性与协调契约的有效性.研究表明:协调契约实施后必然会提高众筹产品质量和平台服务水平,但同时可能导致更低或者更高的产品价格.当质量需求弹性与服务需求弹性较低时,协调后众筹发起者将降低产品价格,采取“优质低价”策略;当服务需求弹性或质量需求弹性高于一定水平时,协调后众筹发起者将提高产品价格,采用“优质优价”策略.

For the product crowdfunding financing chain composed of a crowdfunding initiator and a crowdfunding platform,the platform is responsible for crowdfunding scheme guidance,project publicity and promotion and other value-added services,and the initiator is responsible for crowdfunding product design,production and quality improvement.Considering that both the platform value-added service and the initiator's quality improvement efforts will affect the market demand of crowdfunding products,this paper analyzes the impact of service demand elasticity and quality demand elasticity on the optimal decision by constructing the platform led joint and decentralized product crowdfunding decision-making model.Then a comparative analysis of the optimal decision-making under joint and decentralized to demonstrate the necessity of constructing coordination contract is made.From the perspective of cooperation and revenue maximization between the platform and the initiator,the coordination contract oftwo-way cost sharing and revenue sharingis designed,and the contract parameters are reasonably set,so as to realize the coordination of product crowdfunding financing chain and Pareto improvement.Finally,the correctness of the model and the effectiveness of the coordination contract are verified by numerical simulation.Research shows that the implementation of coordination contract will inevitably improve the quality of crowdfunding products and platform service level,but at the same time,it may lead to lower or higher product prices.When the elasticity of quality demand and service demand are low,after coordination,the sponsors of crowdfunding will reduce the product price and adopt the strategy ofhigh quality and low price;when the service demand elasticity or quality demand elasticity is higher than a certain level,after coordination,the crowdfunding initiator will increase the product price and adopt thehigh quality and good pricestrategy.

作者：
屈绍建 祝剑利

Qu Shaojian;Zhu Jianli(School of Management Engineering,Nanjing University of Information Science and Technology,Nanjing 210044,China;Business School,University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：
南京信息工程大学管理科学与工程学院 上海理工大学管理学院

出处：
《betway官方app 学报：自然科学版》 CAS 北大核心  2022年第4期44-53,共10页

Journal of Henan Normal University(Natural Science Edition)

基金：
国家自然科学基金(72171123,7217010825) 上海市社会科学基金(2020BGL010)。

关键词：
产品众筹 增值服务 质量改进 协调契约

product crowdfunding value added services quality improvement coordination contract

分类号：
F273 [经济管理—企业管理] 

考虑发起者质量改进努力和平台增值服务的产品众筹最优决策与协调.pdf