Design And Research Of Product Crowdfunding Pricing Strategy Based On Customer Perceived Quality

With the popularity and rapid development of the Internet,many micro-enterprises have also developed rapidly.However,because of the large amount of financing needs and the lack of financing through banks,the accumulation of human and material resources for these micro-enterprises is very slow.Crowdfunding achieves the sharing and rational distribution of resources through the Internet,which attracts more and more attention due to its low threshold,wide audience,and rapid financing.Crowdfunding has not only helped small companies to vigorously promote and promote their projects,but also enables good entrepreneurial ideas to be realized.As a result,more and more micro-enterprises have also chosen this type of financing.For small companies,through crowdfunding,they can also accumulate certain contacts and resources so that products and services can better meet the needs of the market.In this context,we can see that crowdfunding has become a new force in the financial market and a very important means of financing for micro-enterprises.This article mainly discusses product crowdfunding.Product crowdfunding is divided into two phases from the operating mode,namely the pre-sale phase and the listing phase.Therefore,in addition to considering the difference between the advantages and disadvantages of the project itself,how to choose the right strategy for the two The phased projects are priced separately to increase the success rate of their innovations to the crowdfunding platform.This is a problem that microenterprises need to consider.Combining the characteristics and operation methods of product crowdfunding,this paper analyzes the influencing factors of product crowdfunding performance.The main factor is the demand of investors.In product crowdfunding,investors are also consumers,and consumers have more confidence in the project’s profitability.The higher their perceived quality,the more they can stimulate their investment behavior.Therefore,from the perspective of consumers,this paper introduces consumer perception theory to combine customer utility function,demand function and profit function to establish a pricing model for product crowdfunding.Using demand theorem,consumer perceived quality theory,herd-effect theory and price discrimination theory to explain the differences in demand and price differences between product pre-sales and spot-time markets,we established hypotheses and explored The factors influencing the price discounts in this plan include the number of participants,the number of people concerned,the number of topics,the number of recommendations,the perceived quality,and the completion progress.This article uses the products of Jingdong Crowdfunding Platform as the basic data of empirical research.Through the principal component analysis,descriptive statistical analysis,correlation analysis and regression analysis,the theory and assumptions are tested.The study finds that the actual crowdfunding market is ubiquitous.There is a discount phenomenon,and there is a positive correlation between the degree of price discount and consumer perceived quality.Because with the promotion of the platform and feedback from other investors,people are perceived quality of the project will increase,and the valuation of the project will also increase.However,to accumulate certain participants in the initial stage of the project release,so that the promotion and publicity effect of these participants bring about the increase of other potential consumers.In the early period,they need to attract consumers at preferential prices,and then pass through these consumers and platforms.Promote advertising effects and expand sales,so the increase in perceived quality of consumers will bring price discounts will increase.This study finds that price discrimination is ubiquitous in product crowdfunding,and consumer perceived quality is one of the major factors in pricing price discounts is that the project sponsors need to fully consider this factor when pricing for crowdfunded products,so as to achieve better financing results.