A Study On The Operation Mode Of Crowdfunding In Jingdongdongjia

Small micro enterprises is an important pillar of China's national economic development and the main channel to promote social employment.In recent years,difficult and expensive of financing are urging the multi-level development of China's capital market constantly,the rapid rise of equity crowdfunding is one of the most important products.Therefore,this paper chooses Jingdongdongjia as the research object,which is a platform with the fastest development speed and largest scale in China.Through specific analysis and research,come to the conclusion of the reference value and put forward the proposed measures that can make a little contribution to the development of the equity crowdfunding industry.First,this paper analyzes the characteristics of the related concepts of the equity crowdfunding industry,the development status,the five basic competencies in the industry and the competitive situation of the main platform in the industry,and draws out the competitive situation of Jingdongdongjia.Then,through combing the business relationship between Jingdongdongjia and Jingdong mall,it is concluded that the cause of platform's two important business sector.Moreover,this paper analyzes the operation mode of equity crowdfunding of Vc version and consumer version,which includes business positioning,operation flow,operation mechanism,risk source and control analysis.Finally,it summarizes the advantages of Jingdongdongjia in the aspects of the leadership and voting mechanism,the small club plan and close to the capital preservation of the investment mechanism.At the same time,it points out the shortcomings in the development process,including the missing of the platform management mechanism,the information asymmetry between investment and financing,the lack of the basis of the project valuation,the long payback period of investment and the single withdrawal mechanism,etc.Therefore,in view of the problems founded in the above case study,this paper puts forward some relevant rationality suggestions from the perspective of the development of the equity crowdfunding industry,mainly to perfect the construction of the relevant laws and regulations of the equity crowdfunding industry in China,to establish the industry database,to design a reasonable project valuation system,to innovative equity crowdfunding industry's withdrawal mechanism vigorously and to speed up the development of the public equity crowdfunding business.Finally,this paper looks forward to the future of the equity crowdfunding industry,and points out that its fast and efficient financing mode wil be able to solve the financing difficulties of small and medium-sized enterprises effectively and become an important part of the multi-level capital market so as to make an important contribution to the development of China's national economy.