【摘要】：文章通過(guò)國(guó)內(nèi)外代表性出版眾籌項(xiàng)目回報(bào)方式的分析對(duì)比,得出目前國(guó)內(nèi)出版眾籌回報(bào)方式設(shè)置中存在的問(wèn)題,主要包括:回報(bào)粒度劃分參差不齊、募集資金過(guò)多用于營(yíng)銷而偏離項(xiàng)目初衷、融資資本來(lái)源依賴企業(yè)用戶、回報(bào)內(nèi)容的價(jià)值有效性有待商榷、實(shí)物回報(bào)關(guān)聯(lián)度不高易導(dǎo)致目標(biāo)人群無(wú)法精確定位。并就此幾方面問(wèn)題提出建議:粒度粗細(xì)需精準(zhǔn)衡量;回歸傳統(tǒng)眾籌,設(shè)置量力合理的回報(bào)形式;提高回報(bào)與核心產(chǎn)品內(nèi)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(xué)出版印刷與藝術(shù)設(shè)計(jì)學(xué)院;上海理工大學(xué)管理學(xué)院;上海出版印刷高等�？茖W(xué)校文化管理系;
【基金】：教育部人文社會(huì)科學(xué)研究規(guī)劃基金項(xiàng)目“數(shù)字出版內(nèi)容社會(huì)化生產(chǎn)模式及管理機(jī)制研究”(14YJA860001) 上海市教委科研創(chuàng)新項(xiàng)目“文化創(chuàng)意產(chǎn)業(yè)社會(huì)化商業(yè)模式運(yùn)行機(jī)制研究”(15ZS093) 上海出版?zhèn)髅窖芯吭?014年度招標(biāo)課題“大數(shù)據(jù)時(shí)代出版?zhèn)髅綐I(yè)發(fā)展戰(zhàn)略研究”(SAZD1408)成果之一
【分類號(hào)】：G230-F

【參考文獻(xiàn)】

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