Research On The Development Strategy Of MoDian’s Crowdfunding Platform

At the end of the 18 th century,Mozart wanted to perform three Piano Concertos in Vienna Music Hall,so he invited potential supporters and provided them with manuscripts,and finally 176 In 1888,Wuxun in Shandong Province built 20 tile houses by begging,named "Chongxian private school",which was the first school in Chinese history run by a beggar.In the first generation,we can see the prototype of "crowdfunding",with the advent of the Internet era,ushered in a real leap.As a new financing method under the background of "Internet plus",it is being known by more and more people.Based on its low threshold,diverse forms and concerted efforts,crowdfunding provides a very effective channel for small and medium-sized project financing,especially for small and medium-sized projects in the creative cultural industry.At the beginning of this paper,it states the research background,significance,main contents and methods,then reviews the literature research on crowdfunding and cultural industry financing at home and abroad,determines the direction and framework of this paper based on the research of scholars at home and abroad,selects the long tail theory and information asymmetry theory as the theoretical basis of this paper,and then combs the crowdfunding Based on the basic concepts and the development of crowdfunding at home and abroad,the origin and development of crowdfunding is laid out clearly,which lays the foundation for the follow-up case study and analysis.Because moto platform is the most outstanding platform in the field of crowdfunding of cultural and creative products in China,this paper chooses moto platform as the research object,and after a detailed understanding of the development process of moto platform and its crowdfunding project operation process and specifications,four successful crowdfunding cases with excellent performance on the platform are selected for analysis.In the process of exploring why the project parties choose crowdfunding for financing,how the successful crowdfunding project can be successful and what problems will appear in the process of crowdfunding project operation,summarize the advantages,characteristics and existing problems of the outstanding financing project.Finally,the paper sums up the value of the platform from point to surface,and puts forward suggestions with reference value on how to excavate more high-quality crowdfunding projects,enhance their core competitiveness and promote the sustainable development of crowdfunding industry,so as to contribute to the collaborative development of cultural industry and crowdfunding.