【摘要】：文章通過國內外代表性出版眾籌項目回報方式的分析對比,得出目前國內出版眾籌回報方式設置中存在的問題,主要包括:回報粒度劃分參差不齊、募集資金過多用于營銷而偏離項目初衷、融資資本來源依賴企業(yè)用戶、回報內容的價值有效性有待商榷、實物回報關聯(lián)度不高易導致目標人群無法精確定位。并就此幾方面問題提出建議:粒度粗細需精準衡量;回歸傳統(tǒng)眾籌,設置量力合理的回報形式;提高回報與核心產品內涵的契合度。
[Abstract]:Based on the analysis and comparison of the return methods of domestic and foreign representative publishing crowdfunding projects, this paper draws a conclusion that there are some problems in the setup of the return modes of domestic publishing crowdfunding projects, including: the distribution of return granularity is not uniform. Too much money is used for marketing and deviates from the original intention of the project, the source of financing capital depends on enterprise users, the value effectiveness of return content is open to question, and the low correlation degree of physical return makes the target people unable to locate accurately. Some suggestions are put forward in this paper: precision measurement of grain size, return to traditional crowdfunding, setting up a reasonable form of return, and improving the consistency between return and core product connotation.
【作者單位】： 上海理工大學出版印刷與藝術設計學院;上海理工大學管理學院;上海出版印刷高等�？茖W校文化管理系;
【基金】：教育部人文社會科學研究規(guī)劃基金項目“數(shù)字出版內容社會化生產模式及管理機制研究”(14YJA860001) 上海市教委科研創(chuàng)新項目“文化創(chuàng)意產業(yè)社會化商業(yè)模式運行機制研究”(15ZS093) 上海出版?zhèn)髅窖芯吭?014年度招標課題“大數(shù)據(jù)時代出版?zhèn)髅綐I(yè)發(fā)展戰(zhàn)略研究”(SAZD1408)成果之一
【分類號】：G230-F

【參考文獻】

相關期刊論文 前7條

1 張R價，

本文編號：2375068