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眾籌的價(jià)值與風(fēng)險(xiǎn)

眾籌的價(jià)值與風(fēng)險(xiǎn)

出版社：清華大學(xué)出版社出版時(shí)間：2017-08-01
開(kāi)本： 32開(kāi) 頁(yè)數(shù)： 264
本類(lèi)榜單：管理銷(xiāo)量榜
中 圖 價(jià):¥35.4(6.0折) 定價(jià)  ¥59.0 登錄后可看到會(huì)員價(jià)
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眾籌的價(jià)值與風(fēng)險(xiǎn) 版權(quán)信息

  • ISBN：9787302463702
  • 條形碼：9787302463702 ; 978-7-302-46370-2
  • 裝幀：一般膠版紙
  • 冊(cè)數(shù)：暫無(wú)
  • 重量：暫無(wú)
  • 所屬分類(lèi)：>>

眾籌的價(jià)值與風(fēng)險(xiǎn) 本書(shū)特色

本書(shū)對(duì)后眾籌、眾籌平臺(tái)及眾籌監(jiān)管等廣受關(guān)注的話(huà)題也進(jìn)行了討論，并對(duì)眾包進(jìn) 行了分析。希望能為從業(yè)者（眾籌的發(fā)起人、支持人、平臺(tái)方和監(jiān)管者）提供一定的啟 示，也希望成為大眾了解眾籌的科普讀物和高校“互聯(lián)網(wǎng)金融”課程的參考書(shū)目。

眾籌的價(jià)值與風(fēng)險(xiǎn) 內(nèi)容簡(jiǎn)介

本書(shū)從經(jīng)濟(jì)的角度對(duì)眾籌的價(jià)值與風(fēng)險(xiǎn)進(jìn)行闡述，對(duì)產(chǎn)品眾籌和股權(quán)眾籌等分別從發(fā)起人和支持人的角度進(jìn)行研究，以詳盡的案例加以說(shuō)明。

眾籌的價(jià)值與風(fēng)險(xiǎn) 目錄

目 錄 **章 走進(jìn)眾籌之門(mén) ··················································································1 一、什么是眾籌 ·································································································2 二、眾籌的分類(lèi) ·································································································4 （一）投資性眾籌 ··········································································································4 （二）共同體眾籌 ··········································································································5 三、眾籌的三要素 ···························································································10 （一）發(fā)起人 ················································································································10 （二）支持人 ················································································································11 （三）平臺(tái) ····················································································································12 四、眾籌的價(jià)值 ·······························································································12 （一）資金價(jià)值 ············································································································12 （二）廣告價(jià)值 ············································································································13 （三）市場(chǎng)調(diào)查價(jià)值 ····································································································13 （四）預(yù)售價(jià)值 ············································································································14 五、眾籌的風(fēng)險(xiǎn) ·······························································································14 （一）逆向選擇風(fēng)險(xiǎn)及道德風(fēng)險(xiǎn) ················································································14 （二）產(chǎn)品風(fēng)險(xiǎn)和后續(xù)管理風(fēng)險(xiǎn) ················································································15 （三）平臺(tái)風(fēng)險(xiǎn) ············································································································16 （四）退出風(fēng)險(xiǎn) ············································································································16 六、眾籌與非法吸收公眾存款罪 ···································································17 七、為什么各國(guó)政府鼓勵(lì)眾籌 ·······································································18 （一）留住人才和技術(shù) ································································································19 （二）促進(jìn)大眾就業(yè) ····································································································19 （三）增加政府稅收 ····································································································20 第二章數(shù)說(shuō)眾籌 ··························································································21 一、俯瞰全球眾籌 ···························································································22 （一）眾籌交易金額的區(qū)域分布 ················································································23 （二）眾籌類(lèi)型 ············································································································25 （三）項(xiàng)目統(tǒng)計(jì)信息 ····································································································26 （四）領(lǐng)域分布 ············································································································27 （五）行業(yè)格局 ············································································································28 （六）行業(yè)容量 ············································································································29 （七）行業(yè)巨頭 ············································································································30 二、中國(guó)國(guó)內(nèi)眾籌 ···························································································31 （一）總體概況 ············································································································31 （二）主流產(chǎn)品眾籌平臺(tái) ····························································································33 （三）主流互聯(lián)網(wǎng)私募股權(quán)平臺(tái) ················································································35 第三章產(chǎn)品眾籌 ··························································································39 一、產(chǎn)品眾籌簡(jiǎn)介 ···························································································40 二、產(chǎn)品眾籌的要素 ·······················································································40 （一）籌款模式 ············································································································40 （二）目標(biāo)金額 ············································································································41 （三）籌款時(shí)限 ············································································································41 （四）回報(bào)內(nèi)容 ············································································································41 （五）產(chǎn)品交付時(shí)間 ····································································································42 （六）文案 ····················································································································42 三、產(chǎn)品眾籌的工作原理 ···············································································43 （一）產(chǎn)品眾籌從0 到1 的力量在哪 ········································································43 （二）親友在產(chǎn)品眾籌中的助推作用 ········································································44 （三）產(chǎn)品眾籌中的大眾傳播鏈條 ············································································44 （四）產(chǎn)品眾籌中的信任是怎樣建立起來(lái)的 ····························································45 （五）產(chǎn)品眾籌的成人之美效應(yīng) ················································································46 四、產(chǎn)品眾籌與團(tuán)購(gòu)的關(guān)系 ···········································································46 （一）二者的相似之處 ································································································46 （二）二者的區(qū)別 ········································································································46 五、什么項(xiàng)目適合產(chǎn)品眾籌 ···········································································48 （一）項(xiàng)目要具有獨(dú)特性 ····························································································48 （二）眾籌的產(chǎn)品要具有易復(fù)制性 ············································································48 （三）眾籌產(chǎn)品一定要有極強(qiáng)的可感知性 ································································49 （四）某些眾籌物品要具有不可分割性 ····································································49 （五）自帶“粉絲”的產(chǎn)品更容易眾籌 ····································································49 六、形形色色的產(chǎn)品眾籌門(mén)戶(hù) ·······································································50 （一）綜合類(lèi)產(chǎn)品眾籌門(mén)戶(hù) ························································································50 （二）垂直類(lèi)產(chǎn)品眾籌門(mén)戶(hù) ························································································51 第四章發(fā)起人 產(chǎn)品眾籌 ········································································55 一、哪些人會(huì)發(fā)起 ··························································································56 （一）有點(diǎn)子的人 ········································································································56 （二）電影人、作家、音樂(lè)家 ····················································································56 （三）社會(huì)企業(yè)家 ········································································································56 （四）已經(jīng)試產(chǎn)成功的企業(yè) ························································································57 （五）已經(jīng)成熟的企業(yè) ································································································57 二、發(fā)起人為什么發(fā)起 ···················································································57 （一）眾籌可以讓個(gè)人有能力開(kāi)始創(chuàng)業(yè) ····································································57 （二）眾籌可以幫助發(fā)起人進(jìn)行市場(chǎng)測(cè)試 ································································59 （三）眾籌可以幫助發(fā)起人進(jìn)行市場(chǎng)營(yíng)銷(xiāo) ································································60 （四）眾籌可以讓被傳統(tǒng)投資者拒絕的項(xiàng)目獲得支持 ············································62 （五）眾籌成功有利于從傳統(tǒng)渠道獲得再融資 ························································64 （六）眾籌可以去掉中間環(huán)節(jié)，直達(dá)目標(biāo)群體 ························································65 （七）眾籌可以幫你獲得**批基石消費(fèi)者 ····························································66 （八）產(chǎn)品眾籌發(fā)起人不需要讓渡任何公司的控制權(quán) ············································66 三、發(fā)起人的潛在風(fēng)險(xiǎn) ···················································································67 （一）被抄襲 ················································································································67 （二）后續(xù)管理風(fēng)險(xiǎn) ····································································································71 （三）陷入個(gè)人危機(jī) ····································································································73 四、發(fā)起人應(yīng)該怎么做 ···················································································74 （一）選擇合適的平臺(tái) ································································································74 （二）選擇籌款模式 ····································································································76 （三）首先鎖定你的3F：family、friend、fans ························································77 （四）將激勵(lì)機(jī)制融入眾籌方案 ················································································77 （五）注意保護(hù)自己的創(chuàng)意 ························································································79 （六）重視在團(tuán)隊(duì)中引入供應(yīng)鏈人才 ········································································79 第五章支持人 產(chǎn)品眾籌 ········································································81 一、支持人為什么支持 ···················································································82 （一）得到發(fā)起人給予的產(chǎn)品或服務(wù)，而且更加便宜 ············································82 （二）得到助人圓夢(mèng)的成就感 ····················································································83 （三）通過(guò)支持，可以發(fā)現(xiàn)各種新奇的點(diǎn)子 ····························································84 （四）在別人的基礎(chǔ)上，還可以進(jìn)一步聯(lián)想擴(kuò)展，衍生出自己的創(chuàng)業(yè)創(chuàng)意··········86 （五）可以觀察風(fēng)向標(biāo)，決定自己未來(lái)的創(chuàng)業(yè)方向 ················································89 二、支持人的潛在風(fēng)險(xiǎn) ··················································································90 （一）被欺詐的風(fēng)險(xiǎn) ····································································································90 （二）產(chǎn)品無(wú)法交付 ····································································································92 （三）實(shí)際情況與宣傳承諾不符的風(fēng)險(xiǎn) ····································································94 三、支持人應(yīng)該怎么做 ···················································································96 （一）了解眾籌平臺(tái)的法律本質(zhì)是居間人 ································································97 （二）了解產(chǎn)品眾籌的法律本質(zhì)是預(yù)購(gòu)合同 ····························································98 （三）獨(dú)立判斷產(chǎn)品能否交付 ··················································································100 （四）關(guān)注平臺(tái)對(duì)于支持資金的監(jiān)控 ······································································102 （五）關(guān)注發(fā)起人的償債能力 ··················································································104 第六章股權(quán)眾籌 ························································································107 一、股權(quán)眾籌簡(jiǎn)介 ·························································································108 二、股權(quán)眾籌的特有屬性 ·············································································109 （一）線(xiàn)上屬性 ··········································································································109 （二）投資屬性 ·········································································································· 110 （三）退出屬性 ·········································································································· 110 三、股權(quán)眾籌、非公開(kāi)股權(quán)融資、私募股權(quán)投資基金募集 ·····················110 （一）官方提出哪三個(gè)值得辨析的概念 ·································································· 110 （二）何為“股權(quán)眾籌融資” ···················································································111 （三）何為“通過(guò)互聯(lián)網(wǎng)方式進(jìn)行的非公開(kāi)股權(quán)融資行為” ······························ 112 （四）何為“通過(guò)互聯(lián)網(wǎng)方式進(jìn)行的私募股權(quán)投資基金募集行為” ·················· 113 （五）國(guó)外的股權(quán)眾籌 ······························································································ 113 四、股權(quán)眾籌的相關(guān)概念厘清 ·····································································114 （一）如何細(xì)分“融資”這個(gè)概念 ·········································································· 114 （二）股權(quán)眾籌與IPO 的關(guān)系 ················································································· 115 （三）股權(quán)眾籌可能私募嗎 ····················································································· 116 （四）私募股權(quán)融資的互聯(lián)網(wǎng)化的受益人 ······························································ 116 五、合格投資者制度、未來(lái)的監(jiān)管制度創(chuàng)新 ·············································117 （一）合格投資者制度 ······························································································ 117 （二）未來(lái)的監(jiān)管制度創(chuàng)新 ······················································································ 117 六、什么項(xiàng)目適合股權(quán)眾籌 ·········································································118 （一）有利于現(xiàn)金分紅的項(xiàng)目 ·················································································· 119 （二）有利于高價(jià)轉(zhuǎn)賣(mài)的項(xiàng)目 ·················································································· 119 七、形形色色的股權(quán)眾籌平臺(tái) ·····································································120 （一）綜合類(lèi)股權(quán)眾籌平臺(tái) ······················································································120 （二）垂直類(lèi)互聯(lián)網(wǎng)私募平臺(tái) ··················································································123 第七章發(fā)起人 股權(quán)眾籌 ······································································125 一、發(fā)起人為什么發(fā)起 ·················································································126 （一）取得企業(yè)需要的長(zhǎng)期資金 ··············································································126 （二）把消費(fèi)者變成所有者，幫助企業(yè)銷(xiāo)售 ··························································127 （三）把股東變成營(yíng)銷(xiāo)者，可以更好地營(yíng)銷(xiāo) ··························································129 （四）獲得錢(qián)以外的多元化的資源 ··········································································131 （五）發(fā)起人可以在眾籌中套現(xiàn) ··············································································132 （六）發(fā)起人可以更好地獲得市場(chǎng)的反饋 ······························································133
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眾籌的價(jià)值與風(fēng)險(xiǎn) 作者簡(jiǎn)介

湯珂，清華大學(xué)社會(huì)科學(xué)學(xué)院經(jīng)濟(jì)所教授、博士生導(dǎo)師，英國(guó)劍橋大學(xué)金融學(xué)博士。主要研究方向?yàn)榇笞谏唐肥袌?chǎng)和互聯(lián)網(wǎng)經(jīng)濟(jì)學(xué)。在國(guó)際高水平期刊上發(fā)表多篇英文論文，目前擔(dān)任國(guó)際金融期刊Quantitative Finance的執(zhí)行編輯。獲得過(guò)“國(guó)家杰出青年科學(xué)基金”、中組部“青年拔尖人才支持計(jì)劃（萬(wàn)人計(jì)劃）”、教育部“新世紀(jì)人才支持計(jì)劃”等獎(jiǎng)勵(lì)。

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