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摘要翻译：
众筹正逐渐成为一种现代营销模式。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种适用的推荐机制。在网络外部性的背景下，考虑到领先客户在建立推荐网络中的关键地位，选择衡量领先客户的价值作为解决研究问题的关键。在此基础上，建立了两个序列移动博弈模型（基本模型和扩展模型）来度量领先客户的价值，并采用矩阵变换的技巧将复杂的多序列博弈转化为简单的同时移动博弈来求解该模型。在定义了领先客户价值的基础上，通过探索在客户序列中正确分配多少奖励以鼓励领先客户的成功推荐行为，并在我们的模型中证明了授予推荐的两个一般规则，提出了一种基于网络的推荐机制。此外，所提出的解决方法有助于加深对领先地位影响的理解，这对设计更多的推荐方法有意义。
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英文标题：
《Network-based Referral Mechanism in a Crowdfunding-based Marketing
Pattern》
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作者：
Yongli Li, Zhi-Ping Fan, and Wei Zhang
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最新提交年份：
2018
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分类信息：
一级分类：Economics 经济学
二级分类：Theoretical Economics 理论经济学
分类描述：Includes theoretical contributions to Contract Theory, Decision Theory, Game Theory, General Equilibrium, Growth, Learning and Evolution, Macroeconomics, Market and Mechanism Design, and Social Choice.
包括对契约理论、决策理论、博弈论、一般均衡、增长、学习与进化、宏观经济学、市场与机制设计、社会选择的理论贡献。
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一级分类：Economics 经济学
二级分类：General Economics 一般经济学
分类描述：General methodological, applied, and empirical contributions to economics.
对经济学的一般方法、应用和经验贡献。
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一级分类：Mathematics 数学
二级分类：Optimization and Control 优化与控制
分类描述：Operations research, linear programming, control theory, systems theory, optimal control, game theory
运筹学，线性规划，控制论，系统论，最优控制，博弈论
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一级分类：Quantitative Finance 数量金融学
二级分类：Economics 经济学
分类描述：q-fin.EC is an alias for econ.GN. Economics, including micro and macro economics, international economics, theory of the firm, labor economics, and other economic topics outside finance
q-fin.ec是econ.gn的别名。经济学，包括微观和宏观经济学、国际经济学、企业理论、劳动经济学和其他金融以外的经济专题
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英文摘要：
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.
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PDF链接：
https://arxiv.org/pdf/1808.03070
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