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研究生: 董瑩
Dong, Ying
論文名稱: 眾籌之後—新產品上市及市場表現的影響因素
After Crowdfunding: The Determinants of New Product Release and Market Performance
指導教授: 林舒柔
Lin, Shu-Jou
學位類別: 碩士
Master
系所名稱: 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年: 2019
畢業學年度: 107
語文別: 中文
論文頁數: 46
中文關鍵詞: 群眾募資眾籌新產品上市新產品銷售績效
英文關鍵詞: Crowdfunding, Product Release, Fundraising, Product Performance
DOI URL: http://doi.org/10.6345/NTNU201900325
論文種類: 學術論文
相關次數: 點閱:140下載:14
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  • 眾籌為新創企業提供資金支持,已成為缺乏資金的小微企業融資的有效管道。與此同時,作為行銷的新興渠道,眾籌有助於新產品發佈之前減少企業的不確定性。 過去的文獻主要著墨於創業者如何在眾籌平台上成功地籌得資金,然而,對於其所推出的新產品在籌資後的表現卻鮮少討論。事實上,眾籌只是推出新產品的初始環節,後續的市場表現才是新產品或企業能否存續的關鍵。本研究旨在探討新產品在眾籌平台的籌資表現與後續市場績效的關聯,包括眾籌結束後將新產品投放市場的可能性以及新產品上市後的銷售績效。本研究提出眾籌之後在市場上投放新產品的可能性隨著眾籌期間的貢獻而增加。研究結果顯示,相較於眾籌經驗,市場投放產品的經驗更有助於企業在市場上發佈新產品並取得良好的銷售業績。

    Crowdfunding provides financial support for start-ups. It has become an effective approach for small and micro enterprises which lack funds to seek funding. At the same time, as an emerging channel for marketing, crowdfunding helps corporates reduce uncertain risks before new products are released. Past literature is mainly about how entrepreneurs can successfully raise funds on crowdfunding platforms. However, there is a scarcity of discussions about the market performance of new products launched after they are funded. In fact, crowdfunding is only the initial stage of launching new products, the key to the survival of new products or enterprises is the subsequent market performance. The purpose of this study is to explore the relationship between the fundraising performance of new products on the crowdfunding platform and subsequent market performance including the possibility of launching new products after crowdfunding and the sales performance of new products after release to market. This study suggests that the possibility of release new products to the market after crowdfunding increases with the contribution of crowdfunding. The research results show that compared with crowdfunding experience, the experience of launching products into the market is more helpful for companies to release new products and achieve better sales performance.

    第一章 研究動機 1 第二章 文獻回顧 3 第一節 何為眾籌 3 第二節 眾籌之後 4 第三章 假說與推論 6 第四章 研究背景 9 第一節 眾籌在中國的發展與現狀 9 第二節 京東眾籌平台概述 11 第五章 研究方法 15 第一節 研究對象 15 第二節 樣本採集與預處理 15 第三節 研究方法與模型設計 17 第六章 研究結果 23 第一節 敘述統計 23 第二節 相關性分析 25 第三節 回歸分析與結論 28 第七章 研究貢獻及研究限制 34 第一節 研究貢獻 34 第二節 研究限制與未來研究 35 參考文獻 36 附錄:研究樣本 40

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