摘    要随着众筹的发展，公益众筹成为许多个人或公益组织发布公益项目筹资的首选方式。网络时代覆盖、庞大的众筹用户基础以及公益众筹的自身优势都为公益众筹的发展奠定了强有力的基础，公益众筹传播流程本身的“钱景”也越来越光明。因此，研究行之有效的公益众筹传播流程非常重要。

    本文通过查阅中外文献，研究公益众筹传播流程的相关优劣势分析，提出公益众筹传播流程：项目设计差异化、创意化，平台项目审核严谨有效，健全募资机制，项目创建产品化、商业化，项目传播宣传迅速有效，项目筹资透明公开，项目筹资回报满足出资人。以免费午餐案例、用爱终止流浪案例、以及我在城市当小“农夫”案例作为案例，通过案例对比、总结进一步验证公益众筹传播流程要素，使6大要素更具价值和说服性。89665

毕业论文关键词：公益众筹； 众筹流程； 众筹传播

Abstract With the quickening development of crowdfunding, public crowdfunding has already become the first choice for many inpiduals or nonprofit organizations to address funds。 The advent of the Internet age, a great majority of crowdfunding users and the advantages of crowdfunding have laid a strong foundation for the development of crowdfunding, whose financial picture is increasingly brightening。 Therefore, the study on effective communication process of public crowdfunding is of great significance。

This paper investigated the Chinese and foreign literatures, analyzed the advantages and disadvantages of the communication process of public crowdfunding and proposed a process of the communication process of public crowdfunding: pay attention to project design differentiation and creativity, audit the platform project rigorously and effectively, perfect fund-raising mechanism, productize and commercialize the establishment of the product, propagate and broadcast project rapidly and effectively, implement transparency of the project funding and satisfy investors with payoff in the project funding。 This paper makes a comparison and conclusion of different cases like Free Lunch, End Stray with Love, and Be A Little Farmer in the City。 Through these cases, this paper wants to further verify the elements in the communication process of public crowdfunding, which makes the six elements more valuable and persuasive。

Keywords: public crowdfunding; the process of public crowdfunding; the communication process of public crowdfunding。

目    录

引言 4

1。文献综述 4

1。1 研究背景 4

1。2国内外相关研究 5

1。3研究中存在的问题 6

1。4本文创新点 6

2公益众筹概述 7

2。1公益众筹源Q于W优E尔A论S文R网wwW.yOueRw.com 原文+QQ75201,8766 传播概述 7

2。2。公益众筹优势分析 7

2。3公益众筹劣势分析 8

3公益众筹传播流程研究 8

3。1公益众筹传播流程分析 8

3。2公益众筹传播项目设计 9

3。3公益众筹平台项目审核 10

3。4公益众筹传播项目创建 10

3。5公益众筹传播项目宣传 10

3。6公益众筹项目筹资落地