基于互联网众筹的运作管理是当前现代供应链管理的前沿领域之一，其中的供应链定价优化与协调机制研究是众筹供应链管理中的重要课题。本项目以众筹供应链较之传统供应链在结构、信息流与资金流流向转变等方面的特征区别为抓手，分别针对众筹供应链在不同情形下的定价决策与协调问题进行优化研究。课题的主要研究内容包括：（1）制造商直接面向消费者众筹中的定价策略，（2）零售商众筹环境下的供应链定价策略，和（3）基于众筹平台的供应链协调机制设计。在建模分析和内涵提取时，本项目将在考虑众筹供应链结构变化、产品可得性和质量双重不确定、产品信息不完整等特征的同时，综合考虑消费者策略性购买行为对供应链成员决策的影响。预期成果将拓展众筹供应链定价与协调的理论空间，为众筹企业、众筹平台的管理实践、以及基于众筹的商业模式及相关产业的发展提供有力的决策支持。

Operations management in the online crowdfunding is one of the frontier issues in the current studies on modern supply chain management. The topic of pricing optimization and supply chain coordination is regarded as one of the most important tasks in crowdfunding supply chain management. The current project aims to study the pricing decisions and coordination mechanisms for crowdfunding supply chains by considering the key differences on structures, cash flow and information flow compared with traditional supply chains. The research of the project will be performed from the following aspects: (1) optimal pricing strategies when the manufacturer financing from the consumers directly; (2) supply chain pricing optimization when crowdfunding is launched by the retailer; and (3) supply chain coordination mechanism design based on online crowdfunding. The project will consider the effects of product availability, product quality, and consumers' strategic behavior during model analysis and managerial insights extraction. Expected research findings of the project will contribute to supply chain pricing and coordination theories, and provide meaningful decision support for the development of enterprises in crowdfunding.