全新正版众筹的价值与风险9787302463702清华大学出版社

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走进众筹之门 ··················································································1
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一、什么是众筹
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二、众筹的分类
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（一）众筹
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（二）共同体众筹
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三、众筹的三要素
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（一）发起人
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（二）支持人
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（三）平台
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四、众筹的价值
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（一）资金价值
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（二）广告价值
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（三）市场调查价值
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（四）价值
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五、众筹的风险
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（一）逆向选择风险及道德风险
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（二）产品风险和后续管理风险
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（三）平台风险
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（四）退出风险
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六、众筹与非法吸收公众存款罪
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七、为什么各国鼓励众筹
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（一）留住人才和技术
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（二）促进大众就业
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（三）增加税收
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第二章数说众筹
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一、俯瞰众筹
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（一）众筹交易金额的区域分布
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（二）众筹类型
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（三）项目统计信息
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（四）领域分布
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（五）行业格局
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（六）行业容量
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（七）行业巨头
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二、中国国内众筹
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（一）总体概况
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（二）主流产品众筹平台
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（三）主流互联网私募股权平台
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第三章产品众筹
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一、产品众筹简介
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二、产品众筹的要素
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（一）筹款模式
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（二）目标金额
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（三）筹款时限
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（四）回报内容
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（五）产品交付时间
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（六）文案
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三、产品众筹的工作原理
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（一）产品众筹从0 到1 的力量在哪
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（二）亲友在产品众筹中的推作用
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（三）产品众筹中的大众传播链条
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（四）产品众筹中的信任是怎样建立起来的
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（五）产品众筹的成人之美效应
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四、产品众筹与的关系
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（一）二者的相似之处
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（二）二者的区别
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五、什么项目适合产品众筹
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（一）项目要具有
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（二）众筹的产品要具有易复制
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（三）众筹产品一定要有极强的可感知
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（四）某些众筹物品要具有不可分割
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（五）自带“粉丝”的产品更容易众筹
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六、形形色色的产品众筹门户
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（一）综合类产品众筹门户
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（二）垂直类产品众筹门户
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第四章发起人 产品众筹
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一、哪些人会发起
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（一）有点子的人
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（二）电影人、作家、音乐家
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（三）社会企业家
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（四）已经试产成功的企业
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（五）已经成熟的企业
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二、发起人为什么发起
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（一）众筹可以让个人有能力开始创业
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（二）众筹可以帮发起人进行市场测试
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（三）众筹可以帮发起人进行市场营销
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（四）众筹可以让被传统者拒绝的项目获得支持
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（五）众筹成功有利于从传统渠道获得再融资
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（六）众筹可以去掉中间环节，直达目标群体
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（七）众筹可以帮你获得批基石消费者
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（八）产品众筹发起人不需要让渡任何公司的控制权
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三、发起人的潜在风险
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（一）被抄袭
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（二）后续管理风险
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（三）陷入个人危机
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四、发起人应该怎么做
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（一）选择合适的平台
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（二）选择筹款模式
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（三）先锁定你的3F：family、friend、fans ························································77
（四）将激励机制融入众筹方案
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（五）注意保护自己的创意
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（六）重视在团队引入应链人才
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第五章支持人 产品众筹
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一、支持人为什么支持
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（一）得到发起人给予的产品或服务，而且更加便宜
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（二）得到人圆梦的成就感
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（三）通过支持，可以发现各种新奇的点子
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（四）在别人的基础上，还可以进一步联想扩展，衍生出自己的创业创意··········86
（五）可以观察风向标，决定自己未来的创业方向
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二、支持人的潜在风险
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（一）被欺诈的风险
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（二）产品无法交付
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（三）实际情况与宣传承诺不符的风险
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三、支持人应该怎么做
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（一）了解众筹平台的法律本质是居间人
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（二）了解产品众筹的法律本质是预购合同
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（三）独立判断产品能否交付
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（四）关注平台对于支持资金的监控
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（五）关注发起人的偿债能力
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第六章股权众筹
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一、股权众筹简介
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二、股权众筹的特有属
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（一）线上属
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（二）属
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（）出属
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三、股权众筹、非公开股权融资、私募股权募集
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（一）官方提出哪三个值得辨析的概念
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（二）何为“股权众筹融资”
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（三）何为“通过互联网方式进行的非公开股权融资行为”
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（四）何为“通过互联网方式进行的私募股权募集行为”
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（五）国外的股权众筹
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四、股权众筹的相关概念厘清
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（一）如何细分“融资”这个概念
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（二）股权众筹与IPO 的关系
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（三）股权众筹可能私募····················································································· 116
（四）私募股权融资的互联网化的受益人
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五、合格者制度、未来的监管制度创新
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（一）合格者制度
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（二）未来的监管制度创新
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六、什么项目适合股权众筹
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（一）有利于现金分红的项目
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（二）有利于高价转卖的项目
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七、形形色色的股权众筹平台
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（一）综合类股权众筹平台
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（二）垂直类互联网私募平台
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?
第七章发起人 股权众筹
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?
一、发起人为什么发起
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（一）取得企业需要的长期资金
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（二）把消费者变成所有者，帮企业销售
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（三）把股东变成营销者，可以更好地营销
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（四）获得钱以外的多元化的资源
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（五）发起人可以在众筹中
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（六）发起人可以更好地获得市场的反馈
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汤珂，清华大学社会科学学院经济所教授、博士生导师，英国剑桥大学金融学博士。主要研究方向为大宗商品市场和互联网经济学。在靠前高水平期刊上发表多篇英文，目前担任靠前金融期刊ntitative Finance的执行编辑。获得过“杰出青年科学”、“青年拔尖人才支持计划(万人计划)”、“世纪人才支持计划”等奖励。

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本书对后众筹、众筹平台及众筹监管等广受关注的话题也进行了讨论，并对众包进 行了分析。希望能为从业者（众筹的发起人、支持人、平台方和监管者）提供一定的启 示，也希望成为大众了解众筹的科普读物和高校“互联网金融”课程的参考书目。

本书从经济的角度对众筹的价值与风险进行阐述，对产品众筹和股权众筹等分别从发起人和支持人的角度进行研究，以详尽的案例加以说明。