Chen Yuting, Zhang Rong, Liu Bin
School of Economics and Management, Shanghai Maritime University, Shanghai 201306, China.
Research Center of Logistics, Shanghai Maritime University, Shanghai 201306, China.
Int J Environ Res Public Health. 2017 Sep 20;14(9):1090. doi: 10.3390/ijerph14091090.
Green crowdfunding is developing as a novel and popular transaction method, which can largely improve the efficiency of raising initial funds and selling innovative green products or services. In this paper, we explore the creator's joint decisions regarding green crowdfunding products of different quality levels that can sufficiently satisfy consumer preferences. Firstly, considering the characteristics of a green crowdfunding product, we present four pricing strategies when substitutes exist. Then we propose the optimal pricing strategies to maximize the total profit for the creator under different circumstances, facing strategic and myopic consumers. Finally, for the heterogeneity of consumer valuations, we compare the total profits of the four pricing strategies under different values of the substitution coefficient to obtain the optimal pricing and product strategies under the coexistence of strategic and myopic consumers. According to the result, we find that when the fraction of high-type consumers and the gap between high and low valuations is big, or when they are both small, traditional single pricing shows its benefit. However, when the green crowdfunding products are better than their substitute, a line of green products is more likely to be optimal.
绿色众筹正在发展成为一种新颖且流行的交易方式，它能够在很大程度上提高筹集初始资金以及销售创新型绿色产品或服务的效率。在本文中，我们探讨了创造者对于不同质量水平的绿色众筹产品的联合决策，这些产品能够充分满足消费者偏好。首先，考虑到绿色众筹产品的特性，我们提出了在存在替代品时的四种定价策略。然后，我们提出了最优定价策略，以便在面对战略型和短视型消费者的不同情况下，使创造者的总利润最大化。最后，针对消费者估值的异质性，我们比较了在替代系数的不同取值下四种定价策略的总利润，以得出在战略型和短视型消费者共存情况下的最优定价和产品策略。根据结果，我们发现当高类型消费者的比例以及高估值与低估值之间的差距较大，或者两者都较小时，传统的单一定价显示出其优势。然而，当绿色众筹产品优于其替代品时，一系列绿色产品更有可能是最优的。
