中国情境下产品众筹的商业模式研究

在中国的众筹实践中，产品众筹是众筹的主要表现形式，但在实际操作中存在众筹成功率低、融资额度较少、缺乏持续性等问题。造成这些问题的主要原因，在于缺乏完整的产品众筹商业模式的研究。在产品众筹相关研究和商业模式理论的基础上，归纳出产品众筹商业模式的一般结构，并以小牛电动车的典型成功案例对该模型进行了验证，而后将产品众筹的商业模式拓展到了不同生命周期的企业，并根据不同时期企业的特征对模型进行了修正。研究发现，产品众筹不仅适合新创企业，还可以应用于成长型企业和成熟期企业之中。

A Study on the Business Model for Product Crowdfunding in the Context of China

In 2016, "Crowdfunding" as one of the concept of "four public platforms",has been, for the first time, written into the prime minister Li Keqiang's annual report to the CPPCC. In China, "product crowdfunding" has been the main form of Crowdfunding. However, in reality, there are still a lot of problems with it, such as low success rate, less amount financed, lack of continuity and so on. This paper argues that, the main cause of these problems is a lack of research on the business models of product crowdfunding. Based on the review of product crowdfunding and business model theory, this paper sum up the general structure of the business model and took Xiao Niu Electric Bicycle as an example to illustrate such business model. Finally,this paper extends the model to different periods of an enterprise's life cycle, and modifies the main structure of the model.