本文選題：眾籌　切入點(diǎn)：小微企業(yè)　出處：《湖南工業(yè)大學(xué)》2017年碩士論文

【摘要】：眾籌作為一種蓬勃發(fā)展的創(chuàng)新型互聯(lián)網(wǎng)金融模式,正成為解決小微企業(yè)融資難的一條捷徑。本研究介紹了眾籌與小微企業(yè)的相關(guān)理論,同時(shí)基于Osterwalder參考模型,主要從價(jià)值主張、目標(biāo)客戶、分銷渠道、客戶關(guān)系、價(jià)值結(jié)構(gòu)、核心能力、伙伴網(wǎng)絡(luò)、成本結(jié)構(gòu)以及收入模式9個(gè)方面,分析了我國眾籌融資的商業(yè)模式,并闡述了小微企業(yè)眾籌融資模式的優(yōu)勢。為了更好地指導(dǎo)小微企業(yè)有效的發(fā)起眾籌項(xiàng)目,提高項(xiàng)目的融資可得性,本研究通過分析眾籌的商業(yè)模式,構(gòu)建出眾籌模式融資可得性的影響因素模型。隨后以籌資者的角度,從項(xiàng)目規(guī)模及質(zhì)量和項(xiàng)目推廣程度兩大方面提出研究假設(shè)。利用八爪魚采集器對(duì)京東眾籌網(wǎng)站2015年1月——2016年10月的數(shù)據(jù)進(jìn)行采集,共收集到3685個(gè)眾籌項(xiàng)目數(shù)據(jù),又運(yùn)用SPSS21.0軟件進(jìn)行Logistic回歸分析,對(duì)這一主題進(jìn)行實(shí)證研究。結(jié)果表明:對(duì)于項(xiàng)目規(guī)模及質(zhì)量,眾籌項(xiàng)目的目標(biāo)金額、項(xiàng)目獲得收益的回報(bào)時(shí)間與眾籌項(xiàng)目的融資可得性呈負(fù)相關(guān)關(guān)系,其中,眾籌項(xiàng)目的目標(biāo)金額與融資可得性影響最大。眾籌項(xiàng)目的平均投資額、項(xiàng)目更新進(jìn)展報(bào)告數(shù)、曾成功發(fā)起的項(xiàng)目數(shù)與眾籌項(xiàng)目融資可得性都呈正相關(guān)關(guān)系,其中,平均投資額和項(xiàng)目進(jìn)展報(bào)告數(shù)與眾籌項(xiàng)目融資可得性的影響相對(duì)較大。此外,關(guān)于項(xiàng)目推廣程度方面,項(xiàng)目獲得的點(diǎn)贊數(shù),項(xiàng)目支持者人數(shù)、項(xiàng)目的話題數(shù)與眾籌項(xiàng)目融資可得性都呈正相關(guān)關(guān)系,其中,項(xiàng)目支持者人數(shù)與項(xiàng)目點(diǎn)贊數(shù)與眾籌項(xiàng)目融資可得性影響較大。而項(xiàng)目關(guān)注者人數(shù)與眾籌項(xiàng)目融資可得性影響不大。最后,在實(shí)證分析得出研究結(jié)果的基礎(chǔ)上,本文為有效改善小微企業(yè)眾籌融資給出了可行性的建議。對(duì)于籌資方,應(yīng)以優(yōu)化籌資項(xiàng)目結(jié)構(gòu)和提高籌資項(xiàng)目吸引力作為發(fā)展目標(biāo)。對(duì)于眾籌網(wǎng)站,應(yīng)以提升平臺(tái)影響力,完善平臺(tái)制度作為發(fā)展目標(biāo)。
[Abstract]:Crowdfunding, as a booming and innovative Internet finance model, is becoming a shortcut to solve the financing difficulties of small and micro enterprises. This study introduces the relevant theories of crowdfunding and small and micro enterprises, and based on the Osterwalder reference model, mainly from the value proposition. This paper analyzes the business model of crowdfunding in China from 9 aspects: target customer, distribution channel, customer relationship, value structure, core competence, partner network, cost structure and revenue model. In order to better guide the small and micro enterprises to effectively initiate crowdfunding projects and improve the availability of project financing, this study analyzes the business model of crowdfunding. A model of the factors influencing the availability of financing in the outstanding funding model is established. Then, from the perspective of the financier, The research hypotheses are put forward from two aspects of the project scale and quality and the project popularization degree. The data collected from January 2015 to October 2016 on JingDong crowdfunding website are collected by using octopus fish collector, and a total of 3685 crowdfunding project data are collected. Using SPSS21.0 software to carry out Logistic regression analysis, the empirical research on this subject is carried out. The results show that: for the project size and quality, the target amount of the crowdfunding project, The return time of the project income is negatively related to the financing availability of the crowdfunding project, among which, the target amount of the crowdfunding project and the availability of the financing are the most important, the average investment of the crowdfunding project, the number of project update progress reports, There is a positive correlation between the number of projects that have been successfully launched and the availability of crowdfunding, in which the average amount of investment and the number of project progress reports have a relatively greater impact on the availability of crowdfunding. The number of likes received, the number of supporters, the number of topics and the availability of crowdfunding are all positively correlated. The number of project supporters, the number of project likes and the availability of crowdfunding project financing have great influence, but the number of project followers has little effect on the availability of crowdfunding project financing. Finally, on the basis of empirical analysis, the results of the research are analyzed. In this paper, some feasible suggestions are given for the effective improvement of crowdfunding for small and micro enterprises. For financing parties, the development goal should be to optimize the structure of financing projects and enhance the attractiveness of financing projects. For crowdfunding websites, the platform influence should be enhanced. Perfect the platform system as the development goal.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F275;F276.3

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