淘寶群募上策劃成功之回饋型專案探討

Abstract

本研究探討專案籌資者如何有效利用群衆募資平臺策劃成功之群募專案，透過妥善的利用目標平臺從而精準識別市場商機，降低因為恐懼專案開發失敗所造成之投資風險，進而導致錯失市場良機的問題。然而，相較於以往專案開發完成後才投入市場，群衆募資平臺的投資利用門檻相當低廉，除了能夠測試市場風向與募集專案開發資金，更能透過有效的活動策劃令專案於社群媒體之間經營口碑形象與塑造品牌。因此，籌資者如何以高效的方式策劃具有成功潛力的專案是多數專案團隊所關切的重點問題，本研究選擇大陸地區較爲知名的淘寶群募平臺，主要著重於該平臺上利用率最高的獎勵型群募專案為研究標的，先是闡明淘寶群募平臺上的類別模式概要，再根據4V理論作為策劃成功之群募專案理論框架定義群募專案要素。同時本研究於特定時間内對目標群募平臺進行數據採集，並將採集所得數據篩選分類後執行量化分析，以統計方式比較淘寶群募頁面上的各項變數結果，發現影響支持者對群募專案做出贊助決定的行爲不僅受到群募專案頁面上之圖片、影片、LIKE、贊助選項等影響，還需要搭配良好的宣傳活動與社群媒體互動才能有明顯效果。有鑒於此，優秀的專案籌資者在策劃一個良好的群募專案時，除了需要識別市場缺口，開發出具備滿足市場條件的產品與服務，也需要瞭解正確的數位宣傳方式吸引潛在支持者的目光，並透過數位化的曝光宣傳將預期產生的流量引進專案籌資者所經營之社群媒體，透過每一次精心設計的專案從起始到專案結束來進行社群人氣累積、發展品牌形象、以及建立產品或服務之口碑，藉由迭代完成每一個專案所設定的目標，反復循環、持續漸進便能有效提升群衆募資專案的成功機率。This study is mainly to discuss how a project founder can effectively utilize a crowdfunding platform to launch a successful crowdfunding project. Through making a good use of crowdfunding platform, the project founder can accurately micro-targeting their potential business market in order not to miss out the good timing to enter market. There’s wide common sense about the benefits crowdfunding platforms can bring to us-i.e., able to avoid new project development risk, low-operational-cost spending, market-landscape testing and the possibility to gather fundings, etc., but what are the most important factors that influence supporters to donate on a project is what this study wants to explore. We take Taobao, one of the famous crowdfunding platforms in China as study target, focusing on projects of reward-base type, first narrate how things work on Taobao crowdfunding platform, then define what are the essential factors for a successful project according to 4V theory. This study also collects data from research-target platform, and after sorting, classifying and processing data, we come out with quantitative results to explain the correlation of the variables on Taobao crowdfunding platform. Base on the statistics shown by the study, to launch a successful project except for building a gorgeous crowdfunding platform page, one must also pay attention to invest digital propaganda campaigns and delicately establish its own product or service community. By each one of the meaningful campaign events being designed, project founders can grow its reputation and expand its supporters. Through this positive project cycle—start and end—project founders can accumulate positive brand image from potential supporters.