網路集資平台發展策略─以Kickstarter、FlyingV和嘖嘖網為例

Abstract

2008年出現IndieGoGo和2009年出現的Kickstarter這樣的群眾募集資網站，讓設計師透過網站展示作品的原型並推銷，有興趣的網站用戶可以透過設計師在集資網站提供的出資選項贊助該設計作品，當集資成功後設計師完成量產，依據用戶出資的選項給予該產品回饋，出資者不僅幫助設計師實現了夢想，而產品未來上市的價格遠高於贊助的款項，獲得實質的利益。 統計至2013年5月Kickstarter成為全球最大的集資網站，4年內撮合了5億3千萬美元的資金。而台灣在2012年也出現「嘖嘖網」和「FlyingV」等類似的集資網站，但截至2013年6月該二個台灣最大的集資平台仍無法單純依賴網站本身的收費損益兩平。 因此本研究基於金三角模型、平台發展策略、平台競爭策略和過去對集資平台的研究做為架構策略發展的原型，希望藉由對集資平台和集資者廣泛的資料蒐集和訪談，掌握集資平台過去發展的歷史和現況，對Kickstarter、FlyingV和嘖嘖網進行質化和量化的分析。歸納出現有平台發展狀況，提供集資者有效的集資方向和手段，提高集資成功的機率和確實執行後續的回饋，進而深度探討並推論台灣集資平台未來應該建立的發展策略。

After IndieGoGo and kickstarter, the Crowd-funding platform, started work in the world at 2008, designers could raise projects on the website to promote their idea and innovation with a funding goal and deadline. If website users like the projects, they can pledge different credit money bundling with different rewards for support designers. When designers finish the projects, funder will receive the rewards which market price is higher than their pledge. Up to May 2013 Kickstarter is the biggest crowd-funding platform which matches $530 million between designers and funders. In 2013 we have Zeczec and Flying in Taiwan, but the two biggest Taiwan crowd-funding website still haven’t made break even until June 2013. Base on Delta Model, platform strategies and former references, I construct prototype of crowd-funding platform strategies. Second, for qualitative analyzing and Quantitative analyzing Kickstarter, FlyingV, Zeczec and crowd-funding industry, I widely collect materials and interview with insiders. Third, I summarize the findings in the research and use inductive method to provide fundraiser and platform company with strategic suggestions. Finally, I conclude the managerial meaning, research contribution, limitation and research direction for further research directions.