标题： 基于众筹的营销模式中的基于网络的推荐机制 显示英文标题

标题： Network-based Referral Mechanism in a Crowdfunding-based Marketing Pattern

摘要： 众筹正逐渐成为一种现代的营销模式。 通过注意到众筹的成功依赖于网络外部性，我们的研究旨在利用这些外部性，在基于众筹的营销模式中提供一个适用的推荐机制。 在网络外部性的背景下，衡量领先客户的价值被选为解决研究问题的关键，这是考虑到领先客户在形成推荐网络中起着关键作用。 因此，建立了两个顺序博弈模型（即基本模型和扩展模型）来衡量领先客户的价值，并采用矩阵变换技巧来解决问题，通过将复杂的多序列博弈转化为简单的同时行动博弈。 基于定义的领先客户价值，通过探索在客户序列中分配多少奖励以鼓励领先客户的成功推荐行为，并在我们的模型设置中展示奖励推荐的两条一般规则，提出了基于网络的推荐机制。 此外，所提出的解决方案有助于加深对领先地位影响的理解，这对于设计更多样的推荐方法具有重要意义。 显示英文摘要

摘要： Crowdfunding is gradually becoming a modern marketing pattern. By noting that the success of crowdfunding depends on network externalities, our research aims to utilize them to provide an applicable referral mechanism in a crowdfunding-based marketing pattern. In the context of network externalities, measuring the value of leading customers is chosen as the key to coping with the research problem by considering that leading customers take a critical stance in forming a referral network. Accordingly, two sequential-move game models (i.e., basic model and extended model) were established to measure the value of leading customers, and a skill of matrix transformation was adopted to solve the model by transforming a complicated multi-sequence game into a simple simultaneous-move game. Based on the defined value of leading customers, a network-based referral mechanism was proposed by exploring exactly how many awards are allocated along the customer sequence to encourage the leading customers' actions of successful recommendation and by demonstrating two general rules of awarding the referrals in our model setting. Moreover, the proposed solution approach helps deepen an understanding of the effect of the leading position, which is meaningful for designing more numerous referral approaches.