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眾籌的價值與風險 版權信息
- ISBN：9787302463702
- 條形碼：9787302463702 ; 978-7-302-46370-2
- 裝幀：一般膠版紙
- 冊數：暫無
- 重量：暫無
- 所屬分類：>>
眾籌的價值與風險 本書特色
本書對后眾籌、眾籌平臺及眾籌監管等廣受關注的話題也進行了討論，并對眾包進 行了分析。希望能為從業者（眾籌的發起人、支持人、平臺方和監管者）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“互聯網金融”課程的參考書目。
眾籌的價值與風險 內容簡介
本書從經濟的角度對眾籌的價值與風險進行闡述，對產品眾籌和股權眾籌等分別從發起人和支持人的角度進行研究，以詳盡的案例加以說明。
眾籌的價值與風險 目錄
目
錄
**章
走進眾籌之門 ··················································································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）發起人
················································································································10
（二）支持人
················································································································11
（三）平臺
····················································································································12
四、眾籌的價值
·······························································································12
（一）資金價值
············································································································12
（二）廣告價值
············································································································13
（三）市場調查價值
····································································································13
（四）預售價值
············································································································14
五、眾籌的風險
·······························································································14
（一）逆向選擇風險及道德風險
················································································14
（二）產品風險和后續管理風險
················································································15
（三）平臺風險
············································································································16
（四）退出風險
············································································································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眾籌
·······································································18
（一）留住人才和技術
································································································19
（二）促進大眾就業
····································································································19
（三）增加政府稅收
····································································································20
第二章數說眾籌
··························································································21
一、俯瞰全球眾籌
···························································································22
（一）眾籌交易金額的區域分布
················································································23
（二）眾籌類型
············································································································25
（三）項目統計信息
····································································································26
（四）領域分布
············································································································27
（五）行業格局
············································································································28
（六）行業容量
············································································································29
（七）行業巨頭
············································································································30
二、中國國內眾籌
···························································································31
（一）總體概況
············································································································31
（二）主流產品眾籌平臺
····························································································33
（三）主流互聯網私募股權平臺
················································································35
第三章產品眾籌
··························································································39
一、產品眾籌簡介
···························································································40
二、產品眾籌的要素
·······················································································40
（一）籌款模式
············································································································40
（二）目標金額
············································································································41
（三）籌款時限
············································································································41
（四）回報內容
············································································································41
（五）產品交付時間
····································································································42
（六）文案
····················································································································42
三、產品眾籌的工作原理
···············································································43
（一）產品眾籌從0 到1 的力量在哪
········································································43
（二）親友在產品眾籌中的助推作用
········································································44
（三）產品眾籌中的大眾傳播鏈條
············································································44
（四）產品眾籌中的信任是怎樣建立起來的
····························································45
（五）產品眾籌的成人之美效應
················································································46
四、產品眾籌與團購的關系
···········································································46
（一）二者的相似之處
································································································46
（二）二者的區別
········································································································46
五、什么項目適合產品眾籌
···········································································48
（一）項目要具有獨特性
····························································································48
（二）眾籌的產品要具有易復制性
············································································48
（三）眾籌產品一定要有極強的可感知性
································································49
（四）某些眾籌物品要具有不可分割性
····································································49
（五）自帶“粉絲”的產品更容易眾籌
····································································49
六、形形色色的產品眾籌門戶
·······································································50
（一）綜合類產品眾籌門戶
························································································50
（二）垂直類產品眾籌門戶
························································································51
第四章發起人 產品眾籌
········································································55
一、哪些人會發起
··························································································56
（一）有點子的人
········································································································56
（二）電影人、作家、音樂家
····················································································56
（三）社會企業家
········································································································56
（四）已經試產成功的企業
························································································57
（五）已經成熟的企業
································································································57
二、發起人為什么發起
···················································································57
（一）眾籌可以讓個人有能力開始創業
····································································57
（二）眾籌可以幫助發起人進行市場測試
································································59
（三）眾籌可以幫助發起人進行市場營銷
································································60
（四）眾籌可以讓被傳統投資者拒絕的項目獲得支持
············································62
（五）眾籌成功有利于從傳統渠道獲得再融資
························································64
（六）眾籌可以去掉中間環節，直達目標群體
························································65
（七）眾籌可以幫你獲得**批基石消費者
····························································66
（八）產品眾籌發起人不需要讓渡任何公司的控制權
············································66
三、發起人的潛在風險
···················································································67
（一）被抄襲
················································································································67
（二）后續管理風險
····································································································71
（三）陷入個人危機
····································································································73
四、發起人應該怎么做
···················································································74
（一）選擇合適的平臺
································································································74
（二）選擇籌款模式
····································································································76
（三）首先鎖定你的3F：family、friend、fans ························································77
（四）將激勵機制融入眾籌方案
················································································77
（五）注意保護自己的創意
························································································79
（六）重視在團隊中引入供應鏈人才
········································································79
第五章支持人 產品眾籌
········································································81
一、支持人為什么支持
···················································································82
（一）得到發起人給予的產品或服務，而且更加便宜
············································82
（二）得到助人圓夢的成就感
····················································································83
（三）通過支持，可以發現各種新奇的點子
····························································84
（四）在別人的基礎上，還可以進一步聯想擴展，衍生出自己的創業創意··········86
（五）可以觀察風向標，決定自己未來的創業方向
················································89
二、支持人的潛在風險
··················································································90
（一）被欺詐的風險
····································································································90
（二）產品無法交付
····································································································92
（三）實際情況與宣傳承諾不符的風險
····································································94
三、支持人應該怎么做
···················································································96
（一）了解眾籌平臺的法律本質是居間人
································································97
（二）了解產品眾籌的法律本質是預購合同
····························································98
（三）獨立判斷產品能否交付
··················································································100
（四）關注平臺對于支持資金的監控
······································································102
（五）關注發起人的償債能力
··················································································104
第六章股權眾籌
························································································107
一、股權眾籌簡介
·························································································108
二、股權眾籌的特有屬性
·············································································109
（一）線上屬性
··········································································································109
（二）投資屬性
·········································································································· 110
（三）退出屬性
·········································································································· 110
三、股權眾籌、非公開股權融資、私募股權投資基金募集
·····················110
（一）官方提出哪三個值得辨析的概念
·································································· 110
（二）何為“股權眾籌融資”
···················································································111
（三）何為“通過互聯網方式進行的非公開股權融資行為”
······························ 112
（四）何為“通過互聯網方式進行的私募股權投資基金募集行為”
·················· 113
（五）國外的股權眾籌
······························································································ 113
四、股權眾籌的相關概念厘清
·····································································114
（一）如何細分“融資”這個概念
·········································································· 114
（二）股權眾籌與IPO 的關系
················································································· 115
（三）股權眾籌可能私募嗎
····················································································· 116
（四）私募股權融資的互聯網化的受益人
······························································ 116
五、合格投資者制度、未來的監管制度創新
·············································117
（一）合格投資者制度
······························································································ 117
（二）未來的監管制度創新
······················································································ 117
六、什么項目適合股權眾籌
·········································································118
（一）有利于現金分紅的項目
·················································································· 119
（二）有利于高價轉賣的項目
·················································································· 119
七、形形色色的股權眾籌平臺
·····································································120
（一）綜合類股權眾籌平臺
······················································································120
（二）垂直類互聯網私募平臺
··················································································123
第七章發起人 股權眾籌
······································································125
一、發起人為什么發起
·················································································126
（一）取得企業需要的長期資金
··············································································126
（二）把消費者變成所有者，幫助企業銷售
··························································127
（三）把股東變成營銷者，可以更好地營銷
··························································129
（四）獲得錢以外的多元化的資源
··········································································131
（五）發起人可以在眾籌中套現
··············································································132
（六）發起人可以更好地獲得市場的反饋
······························································133
展開全部
眾籌的價值與風險 作者簡介
湯珂，清華大學社會科學學院經濟所教授、博士生導師，英國劍橋大學金融學博士。主要研究方向為大宗商品市場和互聯網經濟學。在國際高水平期刊上發表多篇英文論文，目前擔任國際金融期刊Quantitative Finance的執行編輯。獲得過“國家杰出青年科學基金”、中組部“青年拔尖人才支持計劃（萬人計劃）”、教育部“新世紀人才支持計劃”等獎勵。
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