通证学

本书第一次明确提出了“通证学”这个系统性的概念，主要阐述了如下观点：首先对通证（Token）的起源、发展、定义和属性做了概要性的简述，并阐述了通证多元价值体系的概念。然后提出了“共识经济学”的概念，借鉴了物理学中“熵”的概念来看待社群的发展，认为共识是社群“熵减”的核心力量，共识是社群自组织的硬核，并对社群经济中通证学的应用做了较为深入的探讨。接着借鉴了几何分形学的理论，使用科斯*先提出的交易费用（制度费用）作为几何分形元，以此视角重新看待国家、公司、市场及通证生态商业体，得出这个维度上其本质是一致的，比如可以把央行发行的货币当做国家发行的股票。继而对通证革命与平台革命的区别做了深入思考，提出了通证在平台冷启动时的特殊机制，以此解决互联网平台战略过度依赖流量及投资者资本的烧钱模式。*后抛砖引玉，探讨了博弈论在促进社群合作的机制设计及其激励兼容的机制对通证生态“熵减”的价值，并探讨了通证生态估值模型和通证世界的一些终极问题，供读者思考。本书适合对区块链和通证学等相关话题感兴趣的读者阅读，尤其对实施通证战略变革组织的推动者有很好的启迪。

陈源，首席通证设计师，算法经济学发起人，资深算法专家，中国管理科学研究院通证生态实验室主任，《国际融资》特约撰稿人。硕士毕业于中国科学院管理学院。曾任职阿里巴巴大数据专家、蒙牛集团大数据总监、索尼移动首席数据架构师、旧M高级顾问等。从2013年开始敏锐追踪区块链技术，并逐步转入通证框架设计及理论创新。专注于消费零售产业数字化转型实践，在数字货币估值体系与数学模型、AI与区块链整合应用、企业通证系统落地设计等领域有深入研究。

目 录 序言一 序言二 前言 与读者交流 第 1篇通证学基础 第1章通证学的起源........................................................................002 1.1 通证的由来 ··············································003 1.1.1 缘起 ················································003 1.1.2 第一次亲密接触 ····································003 1.2 互信网爆款应用：通证 ····································005 1.3 通证与区块链的关系 ·······································007 1.3.1 生产关系与生产力 ············································007 1.3.2 彼此独立 ·············································007 1.3.3 相互支撑 ·············································008 1.4 通证学简史 ···········································009 1.4.1 房地产与区块链、通证 ·········································009 1.4.2 通证的史前史 ·······································012 1.4.3 代币史 ················································013 1.4.4 通证史 ················································013 1.5 通证认知上的几个误区 ····································014 1.5.1 Token与Coin的区别 ···································014 1.5.2 通证与法币的区别 ······································016 1.5.3 通证与积分的区别 ······································017 第2 章 通证学基础 ..........................................................................................020 2.1 通证概述 ··································· 021 2.1.1 通证学的概念 ······································· 021 2.1.2 通证生态经济体的概念 ········································ 021 2.2 通证的属性 ·········································· 022 2.2.1 首要属性：通 ······································· 022 2.2.2 核心属性：证 ······································· 024 2.2.3 市场属性：值 ······································· 024 2.3 通证的分类 ·············································· 025 2.3.1 证券类通证 ·········································· 025 2.3.2 实用类通证 ·········································· 027 2.3.3 凭证类通证 ·········································· 028 2.3.4 总结 ··················································· 028 2.4 通证思维 ··········································· 028 2.4.1 共享、共赢（分享、分利）精神 ···································· 029 2.4.2 共治（分权）、共建（众包）的分布式思维 ····························· 029 2.4.3 代码即通证世界的“法律” ········································· 030 2.4.4 共识性思维 ·········································· 030 2.5 通证学知识图谱 ············································· 031 第3 章 通证学的内涵 ...................................................................................035 3.1 通证经济学的本质 ·········································· 035 3.2 通证的基本原则 ············································· 036 3.2.1 通证价值生长原则 ······································ 036 3.2.2 通证发行原则 ······································· 037 3.2.3 激励原则：即时 ···································· 038 3.2.4 组织原则 ············································· 039 3.3 通证与虚拟世界：红色药丸 ··································· 040 3.3.1 数字孪生 ············································· 040 3.3.2 第三平行空间 ······································· 045 3.4 通证生态经济体的竞争优势 ··································· 050 3.4.1 开启自金融时代 ···································· 050 3.4.2 多维价值体系及价格发现功能 ····································· 051 3.4.3 激励相容 ············································· 054 3.4.4 实时透明激励 ······································· 055 3.4.5 非盈利的盈利性生态 ··································· 055 3.4.6 人人都是平台 ······································· 056 3.4.7 行为挖矿 ············································· 056 3.4.8 消费即挖矿 ·········································· 057 3.4.9 C2F 商业模式 ······································· 058 3.4.10 道德上的优势 ······································ 060 第4 章 通证生态商业体价值树 ..............................................................................061 4.1 古典互联网股权VS 新锐区块链通证 ····································· 061 4.2 胖协议：互联网与互信网的价值分配法则 ································· 062 4.2.1 技术栈的变化 ······································· 063 4.2.2 协议层通证的升值逻辑 ·········································· 064 4.2.3 对生态的影响 ······································· 065 4.3 通证生态经济体的估值模型 ··································· 065 4.3.1 J 曲线（J Curve）原理 ········································ 065 4.3.2 费雪方程式 ·········································· 068 4.3.3 梅特卡夫定律 ······································· 069 4.3.4 相对估值法 ·········································· 073 4.3.5 期权定价估值法 ···································· 073 4.4 通证的燃烧模型 ············································· 074 4.4.1 新的分红方式 ······································· 075 4.4.2 支付交易手续费 ···································· 075 4.5 总结 ································· 076 第2 篇 通证动力学 第5 章 共识经济学 ............................................................................................078 5.1 共识与社群 ············································· 078 5.2 共识的概念 ·············································· 078 5.2.1 一致性问题 ·········································· 078 5.2.2 共识的界定 ·········································· 080 5.3 共识与熵的关系 ············································· 081 5.4 熵资产与通证的关系 ······································· 082 5.5 熵减的很优路径 ············································· 082 5.6 通证归零的风险 ············································· 084 第6 章 通证社群经济 ............................................................................................086 6.1 社区和社群 ··········································· 087 6.2 通证：原生社群属性 ······································· 088 6.3 邓巴数字序列图 ············································· 090 6.3.1 邓巴数字概述 ······································· 090 6.3.2 社交圈层 ············································· 091 6.3.3 相信相信的力量：共识 ········································ 093 6.4 三元闭包的社群分类 ······································· 094 6.4.1 产品型社群 ·········································· 094 6.4.2 兴趣型社群 ·········································· 095 6.5 社群经济的特点 ············································· 095 6.5.1 复杂网络 ············································· 096 6.5.2 社团结构 ············································· 104 6.5.3 关系比个体更重要：结构洞 ········································· 105 6.5.4 弱关系下的多元传播 ··································· 106 6.5.5 幂律分布 ············································· 107 6.6 社群价值 ····································· 113 6.6.1 次友决定你的世界 ······································ 113 6.6.2 社群新形态“阿米巴”模式 ········································ 114 6.6.3 开启C2F 商业模式 ······································ 116 第7 章 通证生态自组织 ......................................................................................... 117 7.1 自组织的概念 ············································· 117 7.2 他组织与自组织的特征 ···································· 119 7.2.1 结构：从多层级到扁平化、无边界 ··································· 119 7.2.2 奖惩：从绩效主义到去KPI，从利益分配的不透明到透明 ···················· 122 7.2.3 人员：从灌输到甄选 ··································· 124 7.3 如何转型为自组织 ·········································· 125 第8 章 通证平台经济 ..........................................................................................127 8.1 平台经济的定义 ············································· 127 8.2 平台经济的特征 ············································· 129 8.2.1 交叉网络的外部性 ······································ 129 8.2.2 需求的互补性 ······································· 130 8.2.3 定价的不对称性 ···································· 131 8.2.4 非排他性 ············································· 131 8.3 如何转变成平台商业模式 ······································ 132 8.3.1 平台竞争：赢家“通吃” ······································· 132 8.3.2 平台冷启动 ·········································· 133 第3 篇 通证制度学 第9 章 通证制度经济学 ........................................................................................138 9.1 几何分形学下的组织 ······································· 139 9.2 从交易费用看组织演化 ···································· 140 9.2.1 企业与市场交易成本分析 ······································ 140 9.2.2 国家的交易成本分析 ··································· 143 9.2.3 从交易费用看国家、企业和市场 ······································· 149 9.3 社会实验：DAO ············································· 150 第10 章 通证博弈论 ............................................................................................153 10.1 演化博弈论 ················································ 153 10.1.1 合作演化难题 ······································ 153 10.1.2 演化博弈动力学 ··································· 155 10.1.3 合作演化机制研究 ····································· 155 10.1.4 复杂网络上的合作演化 ········································ 157 10.2 机制设计 ···································· 158 10.2.1 激励相容 ············································ 158 10.2.2 竞价拍卖机制的特点 ··········································· 159 第4 篇 通证生态商业体 第11 章 新物种：通证生态商业体 ........................................................................168 11.1 生态商业体 ············································ 168 11.2 生产力决定生产关系 ······································ 169 11.3 组织进化论 ·············································· 170 11.3.1 公司是伟大的发明 ····································· 170 11.3.2 高管兵变：核心雇员创业之痛 ···································· 171 11.3.3 合伙人模式再度崛起 ······································· 173 11.3.4 公司的边界 ········································· 174 11.4 新物种：通证经济生态体 ····································· 175 11.4.1 自由人的自由联合：U 盘化生存 ····························· 175 11.4.2 比特币的通证生态经济体 ········································· 177 11.4.3 分布式自治组织：DAO ·········································· 178 11.4.4 新物种：通证生态商业体 ········································· 179 第12 章 通证经济的产业应用 ................................................................................181 12.1 知识产权应用：图片确权和交易平台 ··································· 181 12.1.1 市场空间 ············································ 181 12.1.2 行业痛点 ············································ 181 12.1.3 解决方案 ············································ 182 12.1.4 通证生态经济体系设计方案 ································· 182 12.1.5 评价 ··············································· 184 12.2 财险应用：智能车险 ······································ 184 12.2.1 保险的起源 ········································· 184 12.2.2 保险行业的痛点 ··································· 185 12.2.3 解决方案 ············································ 186 12.2.4 项目目标实现 ······································ 187 12.2.5 评价 ·················································· 188 12.3 玩客云和链克 ··············································· 188 12.3.1 什么是链克 ········································· 188 12.3.2 链克的价值 ········································· 188 12.3.3 链克的挖矿规则 ··································· 189 12.3.4 链克的获取途径 ··································· 190 12.3.5 链克的使用场景 ··································· 190 12.3.6 评价 ·················································· 190 12.4 IPFS 星际文件系统 ········································ 192 12.4.1 IPFS 的使命 ········································ 192 12.4.2 IPFS 的特点 ········································ 192 12.4.3 IPFS 如何运作 ····································· 193 12.4.4 IPFS 的主要价值 ······································· 193 12.4.5 IPFS 挖矿收益构成 ···································· 194 12.5 数字资产与数据资产 ······································ 195 12.5.1 数字世界与公地的悲哀 ······································ 195 12.5.2 基于区块链的数据共享模型破解数据（信息）产权困局 ····················· 196 12.6 与通证的第一次亲密接触：FCoin ································· 198 12.6.1 FCoin 概述 ·········································· 198 12.6.2 交易即挖矿 ········································· 198 12.6.3 持币即分红 ········································· 199 12.7 通证经济体机制设计的困惑 ········································ 199 12.7.1 通证发行速度 ······································ 199 12.7.2 极简思维 ············································ 201 12.7.3 单币的困惑 ········································· 201 12.7.4 总量恒定是死穴吗 ····································· 202 第5 篇 终极思考 第13 章 关于区块链与通证的终极思考 .................................................................204 13.1 货币会消失吗 ············································· 204 13.1.1 货币的必要性 ······································ 205 13.1.2 货币的本质 ········································· 205 13.1.3 货币的历程 ········································· 206 13.1.4 货币的未来 ········································· 207 13.1.5 重新定义经济学 ··································· 208 13.2 通证是硅基世界的意识 ··································· 208 13.3 数字理想国 ············································· 209 参考文献 ...................................................................210 后记 ..................................................................... 211

    目 录 序言一 序言二 前言 与读者交流 第 1篇通证学基础 第1章通证学的起源........................................................................002 1.1 通证的由来 ··············································003 1.1.1 缘起 ················································003 1.1.2 第一次亲密接触 ····································003 1.2 互信网爆款应用：通证 ····································005 1.3 通证与区块链的关系 ·······································007 1.3.1 生产关系与生产力 ············································007 1.3.2 彼此独立 ·············································007 1.3.3 相互支撑 ·············································008 1.4 通证学简史 ···········································009 1.4.1 房地产与区块链、通证 ·········································009 1.4.2 通证的史前史 ·······································012 1.4.3 代币史 ················································013 1.4.4 通证史 ················································013 1.5 通证认知上的几个误区 ····································014 1.5.1 Token与Coin的区别 ···································014 1.5.2 通证与法币的区别 ······································016 1.5.3 通证与积分的区别 ······································017 第2 章 通证学基础 ..........................................................................................020 2.1 通证概述 ··································· 021 2.1.1 通证学的概念 ······································· 021 2.1.2 通证生态经济体的概念 ········································ 021 2.2 通证的属性 ·········································· 022 2.2.1 首要属性：通 ······································· 022 2.2.2 核心属性：证 ······································· 024 2.2.3 市场属性：值 ······································· 024 2.3 通证的分类 ·············································· 025 2.3.1 证券类通证 ·········································· 025 2.3.2 实用类通证 ·········································· 027 2.3.3 凭证类通证 ·········································· 028 2.3.4 总结 ··················································· 028 2.4 通证思维 ··········································· 028 2.4.1 共享、共赢（分享、分利）精神 ···································· 029 2.4.2 共治（分权）、共建（众包）的分布式思维 ····························· 029 2.4.3 代码即通证世界的“法律” ········································· 030 2.4.4 共识性思维 ·········································· 030 2.5 通证学知识图谱 ············································· 031 第3 章 通证学的内涵 ...................................................................................035 3.1 通证经济学的本质 ·········································· 035 3.2 通证的基本原则 ············································· 036 3.2.1 通证价值生长原则 ······································ 036 3.2.2 通证发行原则 ······································· 037 3.2.3 激励原则：即时 ···································· 038 3.2.4 组织原则 ············································· 039 3.3 通证与虚拟世界：红色药丸 ··································· 040 3.3.1 数字孪生 ············································· 040 3.3.2 第三平行空间 ······································· 045 3.4 通证生态经济体的竞争优势 ··································· 050 3.4.1 开启自金融时代 ···································· 050 3.4.2 多维价值体系及价格发现功能 ····································· 051 3.4.3 激励相容 ············································· 054 3.4.4 实时透明激励 ······································· 055 3.4.5 非盈利的盈利性生态 ··································· 055 3.4.6 人人都是平台 ······································· 056 3.4.7 行为挖矿 ············································· 056 3.4.8 消费即挖矿 ·········································· 057 3.4.9 C2F 商业模式 ······································· 058 3.4.10 道德上的优势 ······································ 060 第4 章 通证生态商业体价值树 ..............................................................................061 4.1 古典互联网股权VS 新锐区块链通证 ····································· 061 4.2 胖协议：互联网与互信网的价值分配法则 ································· 062 4.2.1 技术栈的变化 ······································· 063 4.2.2 协议层通证的升值逻辑 ·········································· 064 4.2.3 对生态的影响 ······································· 065 4.3 通证生态经济体的估值模型 ··································· 065 4.3.1 J 曲线（J Curve）原理 ········································ 065 4.3.2 费雪方程式 ·········································· 068 4.3.3 梅特卡夫定律 ······································· 069 4.3.4 相对估值法 ·········································· 073 4.3.5 期权定价估值法 ···································· 073 4.4 通证的燃烧模型 ············································· 074 4.4.1 新的分红方式 ······································· 075 4.4.2 支付交易手续费 ···································· 075 4.5 总结 ································· 076 第2 篇 通证动力学 第5 章 共识经济学 ............................................................................................078 5.1 共识与社群 ············································· 078 5.2 共识的概念 ·············································· 078 5.2.1 一致性问题 ·········································· 078 5.2.2 共识的界定 ·········································· 080 5.3 共识与熵的关系 ············································· 081 5.4 熵资产与通证的关系 ······································· 082 5.5 熵减的很优路径 ············································· 082 5.6 通证归零的风险 ············································· 084 第6 章 通证社群经济 ............................................................................................086 6.1 社区和社群 ··········································· 087 6.2 通证：原生社群属性 ······································· 088 6.3 邓巴数字序列图 ············································· 090 6.3.1 邓巴数字概述 ······································· 090 6.3.2 社交圈层 ············································· 091 6.3.3 相信相信的力量：共识 ········································ 093 6.4 三元闭包的社群分类 ······································· 094 6.4.1 产品型社群 ·········································· 094 6.4.2 兴趣型社群 ·········································· 095 6.5 社群经济的特点 ············································· 095 6.5.1 复杂网络 ············································· 096 6.5.2 社团结构 ············································· 104 6.5.3 关系比个体更重要：结构洞 ········································· 105 6.5.4 弱关系下的多元传播 ··································· 106 6.5.5 幂律分布 ············································· 107 6.6 社群价值 ····································· 113 6.6.1 次友决定你的世界 ······································ 113 6.6.2 社群新形态“阿米巴”模式 ········································ 114 6.6.3 开启C2F 商业模式 ······································ 116 第7 章 通证生态自组织 ......................................................................................... 117 7.1 自组织的概念 ············································· 117 7.2 他组织与自组织的特征 ···································· 119 7.2.1 结构：从多层级到扁平化、无边界 ··································· 119 7.2.2 奖惩：从绩效主义到去KPI，从利益分配的不透明到透明 ···················· 122 7.2.3 人员：从灌输到甄选 ··································· 124 7.3 如何转型为自组织 ·········································· 125 第8 章 通证平台经济 ..........................................................................................127 8.1 平台经济的定义 ············································· 127 8.2 平台经济的特征 ············································· 129 8.2.1 交叉网络的外部性 ······································ 129 8.2.2 需求的互补性 ······································· 130 8.2.3 定价的不对称性 ···································· 131 8.2.4 非排他性 ············································· 131 8.3 如何转变成平台商业模式 ······································ 132 8.3.1 平台竞争：赢家“通吃” ······································· 132 8.3.2 平台冷启动 ·········································· 133 第3 篇 通证制度学 第9 章 通证制度经济学 ........................................................................................138 9.1 几何分形学下的组织 ······································· 139 9.2 从交易费用看组织演化 ···································· 140 9.2.1 企业与市场交易成本分析 ······································ 140 9.2.2 国家的交易成本分析 ··································· 143 9.2.3 从交易费用看国家、企业和市场 ······································· 149 9.3 社会实验：DAO ············································· 150 第10 章 通证博弈论 ............................................................................................153 10.1 演化博弈论 ················································ 153 10.1.1 合作演化难题 ······································ 153 10.1.2 演化博弈动力学 ··································· 155 10.1.3 合作演化机制研究 ····································· 155 10.1.4 复杂网络上的合作演化 ········································ 157 10.2 机制设计 ···································· 158 10.2.1 激励相容 ············································ 158 10.2.2 竞价拍卖机制的特点 ··········································· 159 第4 篇 通证生态商业体 第11 章 新物种：通证生态商业体 ........................................................................168 11.1 生态商业体 ············································ 168 11.2 生产力决定生产关系 ······································ 169 11.3 组织进化论 ·············································· 170 11.3.1 公司是伟大的发明 ····································· 170 11.3.2 高管兵变：核心雇员创业之痛 ···································· 171 11.3.3 合伙人模式再度崛起 ······································· 173 11.3.4 公司的边界 ········································· 174 11.4 新物种：通证经济生态体 ····································· 175 11.4.1 自由人的自由联合：U 盘化生存 ····························· 175 11.4.2 比特币的通证生态经济体 ········································· 177 11.4.3 分布式自治组织：DAO ·········································· 178 11.4.4 新物种：通证生态商业体 ········································· 179 第12 章 通证经济的产业应用 ................................................................................181 12.1 知识产权应用：图片确权和交易平台 ··································· 181 12.1.1 市场空间 ············································ 181 12.1.2 行业痛点 ············································ 181 12.1.3 解决方案 ············································ 182 12.1.4 通证生态经济体系设计方案 ································· 182 12.1.5 评价 ··············································· 184 12.2 财险应用：智能车险 ······································ 184 12.2.1 保险的起源 ········································· 184 12.2.2 保险行业的痛点 ··································· 185 12.2.3 解决方案 ············································ 186 12.2.4 项目目标实现 ······································ 187 12.2.5 评价 ·················································· 188 12.3 玩客云和链克 ··············································· 188 12.3.1 什么是链克 ········································· 188 12.3.2 链克的价值 ········································· 188 12.3.3 链克的挖矿规则 ··································· 189 12.3.4 链克的获取途径 ··································· 190 12.3.5 链克的使用场景 ··································· 190 12.3.6 评价 ·················································· 190 12.4 IPFS 星际文件系统 ········································ 192 12.4.1 IPFS 的使命 ········································ 192 12.4.2 IPFS 的特点 ········································ 192 12.4.3 IPFS 如何运作 ····································· 193 12.4.4 IPFS 的主要价值 ······································· 193 12.4.5 IPFS 挖矿收益构成 ···································· 194 12.5 数字资产与数据资产 ······································ 195 12.5.1 数字世界与公地的悲哀 ······································ 195 12.5.2 基于区块链的数据共享模型破解数据（信息）产权困局 ····················· 196 12.6 与通证的第一次亲密接触：FCoin ································· 198 12.6.1 FCoin 概述 ·········································· 198 12.6.2 交易即挖矿 ········································· 198 12.6.3 持币即分红 ········································· 199 12.7 通证经济体机制设计的困惑 ········································ 199 12.7.1 通证发行速度 ······································ 199 12.7.2 极简思维 ············································ 201 12.7.3 单币的困惑 ········································· 201 12.7.4 总量恒定是死穴吗 ····································· 202 第5 篇 终极思考 第13 章 关于区块链与通证的终极思考 .................................................................204 13.1 货币会消失吗 ············································· 204 13.1.1 货币的必要性 ······································ 205 13.1.2 货币的本质 ········································· 205 13.1.3 货币的历程 ········································· 206 13.1.4 货币的未来 ········································· 207 13.1.5 重新定义经济学 ··································· 208 13.2 通证是硅基世界的意识 ··································· 208 13.3 数字理想国 ············································· 209 参考文献 ...................................................................210 后记 ..................................................................... 211