Research On Pricing Strategy Of Multi-stage Product Crowdfunding

Crowdfunding is a common way for start-ups and individuals to use the Internet for financing.The crowdfunding platform allows fundraisers to raise funds publicly,which can solve the problem of financing,and at the same time,it also gives consumers more opportunities to invest or buy innovative products.In this paper,a mathematical model of multi-stage product crowdfunding pricing is established.Considering the success rate of crowdfunding,advertising effect,commission rate of platform and game between enterprise and crowdfunding platform,the pricing model of multi-stage product crowdfunding is studied,and the optimal decision of fundraiser in product crowdfunding project is obtained by solving.Based on belleflamme's product crowdfunding price discrimination model,this paper constructs a theoretical framework model under the conditions of crowdfunding success rate,advertising effect and game between enterprises and crowdfunding platform respectively,and analyzes the decision-making behavior of fundraisers,i.e.the optimal pricing strategy,from two stages,the formal stage of product crowdfunding and the formal sales stage.This paper studies the product crowdfunding pricing strategy considering the success rate of crowdfunding,constructs a two-stage pricing decision-making model of crowdfunding stage and formal sales stage,and obtains the optimal pricing strategy of product crowdfunding.It is found that with the increase of crowdfunding success rate,more and more consumers will choose to purchase products in crowdfunding stage.And through the numerical experiment analysis,we know that the optimal pricing of product crowdfunding increases with the increase of crowdfunding success rate and group welfare,and decreases with the increase of market interest rate;we study the product crowdfunding pricing strategy considering advertising effect,based on the linear demand model,we study the impact of price discrimination on the performance of enterprise crowdfunding,and we also study the effect of enterprise crowdfunding in the crowdfunding stage The research shows that the implementation of price discrimination will provide the profit of crowdfunding enterprises,and the promotion strategy of enterprises in the crowdfunding stage can improve the sales volume of products in the formal sales stage,and then improve the profits of enterprises.This paper studies the product crowdfunding pricing strategy considering the platform commission rate under the crowdfunding model.According to the order of the crowdfunding platform and the enterprise pricing game,it establishes the profit game model,determines the pricing strategies of the platform and the enterprise respectively,and further studies and analyzes the influence of the Commission and other parameters on the optimal price of the enterprise.The research shows that in a certain range,the parameters such as commission,product variable cost,product price elasticity coefficient and price influence coefficient will have different degrees of influence on the retailer's pricing strategy,which has both positive and negative effects.At the end of this paper,based on the research results,combined with the current development of product crowdfunding in China,it provides some suggestions for the financing process of product crowdfunding projects,and the research conclusions provide feasible suggestions for the smooth development of enterprise product crowdfunding.