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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
- 冊數(shù)：暫無
- 重量：暫無
- 所屬分類：>>
眾籌的價(jià)值與風(fēng)險(xiǎn) 本書特色
本書對后眾籌、眾籌平臺(tái)及眾籌監(jiān)管等廣受關(guān)注的話題也進(jìn)行了討論，并對眾包進(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”課程的參考書目。
眾籌的價(jià)值與風(fēng)險(xiǎn) 內(nèi)容簡介
本書從經(jīng)濟(jì)的角度對眾籌的價(jià)值與風(fēng)險(xiǎn)進(jìn)行闡述，對產(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明。
眾籌的價(jià)值與風(fēng)險(xiǎn) 目錄
目
錄
**章
走進(jìn)眾籌之門 ··················································································1
一、什么是眾籌
·································································································2
二、眾籌的分類
·································································································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、中國國內(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)品眾籌門戶
·······································································50
（一）綜合類產(chǎn)品眾籌門戶
························································································50
（二）垂直類產(chǎn)品眾籌門戶
························································································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)人有能力開始創(chuàng)業(yè)
····································································57
（二）眾籌可以幫助發(fā)起人進(jìn)行市場測試
································································59
（三）眾籌可以幫助發(fā)起人進(jìn)行市場營銷
································································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）得到助人圓夢的成就感
····················································································83
（三）通過支持，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)購合同
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（三）獨(dú)立判斷產(chǎn)品能否交付
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（四）關(guān)注平臺(tái)對于支持資金的監(jiān)控
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（五）關(guān)注發(fā)起人的償債能力
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第六章股權(quán)眾籌
························································································107
一、股權(quán)眾籌簡介
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二、股權(quán)眾籌的特有屬性
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（一）線上屬性
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（二）投資屬性
·········································································································· 110
（三）退出屬性
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三、股權(quán)眾籌、非公開股權(quán)融資、私募股權(quán)投資基金募集
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（一）官方提出哪三個(gè)值得辨析的概念
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（二）何為“股權(quán)眾籌融資”
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（三）何為“通過互聯(lián)網(wǎng)方式進(jìn)行的非公開股權(quán)融資行為”
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（四）何為“通過互聯(lián)網(wǎng)方式進(jìn)行的私募股權(quán)投資基金募集行為”
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（五）國外的股權(quán)眾籌
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四、股權(quán)眾籌的相關(guān)概念厘清
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（一）如何細(xì)分“融資”這個(gè)概念
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（二）股權(quán)眾籌與IPO 的關(guān)系
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（三）股權(quán)眾籌可能私募嗎
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（四）私募股權(quán)融資的互聯(lián)網(wǎng)化的受益人
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五、合格投資者制度、未來的監(jiān)管制度創(chuàng)新
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（一）合格投資者制度
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（二）未來的監(jiān)管制度創(chuàng)新
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六、什么項(xiàng)目適合股權(quán)眾籌
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（一）有利于現(xiàn)金分紅的項(xiàng)目
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（二）有利于高價(jià)轉(zhuǎn)賣的項(xiàng)目
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七、形形色色的股權(quán)眾籌平臺(tái)
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（一）綜合類股權(quán)眾籌平臺(tái)
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（二）垂直類互聯(lián)網(wǎng)私募平臺(tái)
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第七章發(fā)起人 股權(quán)眾籌
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一、發(fā)起人為什么發(fā)起
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（一）取得企業(yè)需要的長期資金
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（二）把消費(fèi)者變成所有者，幫助企業(yè)銷售
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（三）把股東變成營銷者，可以更好地營銷
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（四）獲得錢以外的多元化的資源
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（五）發(fā)起人可以在眾籌中套現(xiàn)
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（六）發(fā)起人可以更好地獲得市場的反饋
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展開全部
眾籌的價(jià)值與風(fēng)險(xiǎn) 作者簡介
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，英國劍橋大學(xué)金融學(xué)博士。主要研究方向?yàn)榇笞谏唐肥袌龊突ヂ?lián)網(wǎng)經(jīng)濟(jì)學(xué)。在國際高水平期刊上發(fā)表多篇英文論文，目前擔(dān)任國際金融期刊Quantitative Finance的執(zhí)行編輯。獲得過“國家杰出青年科學(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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