臺灣博碩士論文加值系統

近年來，群眾募資在歐美地區創業投資界話題持續延燒，甚至連2013奧斯卡最佳紀錄短片獎Inocente的拍片資金也是藉由群眾募資平台向大眾所募得。
然而，「群眾募資」在台灣卻仍是一個鮮為人知的新興領域，並且缺乏相關研究及文獻立論。有鑒於此，本研究選擇「群眾募資」作為主題，藉由募資提案者進行個案分析之探索性研究，試圖以募資專案提案者的角度了解募資專案的操作過程以及探討專案募資成功是否存在關鍵因素。

本研究藉由相關文獻的探討與個案訪談分析後，認為群眾募資在創業及新產品開發過程中所發揮的功能包含：資金來源、市場測試與前期行銷。此外，以群眾募資進行籌資方式，而達到目標籌資金額則須包含以下要素：

(1) 提供實質的產品做為回饋
(2) 存在明確的目標族群
(3) 為贊助者設定贊助的理由
(4) 使用不同的行銷推廣工具並善用延伸社交圈
(5) 預先為停滯期做準備

關鍵字：群眾募資、行銷、社群

目錄
第一章 緒論........................................................1
1.1 研究動機........................................................1
1.2 研究背景........................................................2
1.3 研究目的........................................................3
第二章 文獻回顧....................................................4
2.1 企業資金來源....................................................4
2.2 新產品開發......................................................7
2.3 群眾募資.......................................................10
2.4台灣群眾募資平台之差異.........................................13
第三章 研究方法....................................................16
3.1 研究方法.......................................................16
3.2 個案對象的選取.................................................18
3.3 研究流程.......................................................20
第四章 個案研究發現及分析..........................................21
4.1 個案背景介紹...................................................21
4.2 訪談發現分析...................................................25
4.3 研究比較結果...................................................46
4.4 小結 ..........................................................55
第五章 結論及建議..................................................58
5.1結論及行銷建議.................................................58
5.2 研究限制與後續研究建議.....................................61
參考文獻...................................................62
附錄 - 訪談大綱...............................................65

圖目錄
圖2.3.3 群眾募資現況.....................................12

表目錄
表 2.1.2無擔保融資 ............................................5
表2.4 台灣群眾募資平台比較...................................15
表3.2 個案背景介紹..............................................19
表3.3 研究流程....................................................20
表4.3.1 個案認知比較............................................49
表4.3.2 個案行為比較............................................52
表4.3.3效益及現況比較.............................................54

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