电子商务_Online_Auctions_技术分析.ppt

UNIT 3-LESSON 6: Online Auctions KAI HU Electronic Commerce Objectives In this chapter, you will learn about: Origins and key characteristics of the seven major auction types Strategies for Web auction sites and auction-related businesses Online Auctions 发展迅速的电子商务市场 对卖方而言，在线拍卖是一种成本更加低廉的销售方式。因为拍卖方负责吸引买方，而不是卖方，这样营销费用就大大降低了。 对买方而言，在线拍卖增加了购物的乐趣，是购物成为一种消费方式。而且，在线拍卖有利于交易群的形成。 eBay 淘宝网 6.1 Auction Overview 拍卖是事先不知道最终成交价格的动态定价市场。价格是由投标系统决定的。 拍卖的起源 有文字记录的最早的拍卖出现在公元500年前的巴比伦（Babylon）。当时有男人们出价，相互竞争他们想要娶的女人。 古罗马战士也用拍卖的方式出售他们的战利品，例如奴隶。 拍卖在17世纪的英国非常流行 1744年索斯比（Sotheby）拍卖行成立 1766年克利斯蒂（Christie）拍卖行成立 我国的拍卖业开始于19世纪中期以后。 6.1 Auction Overview In an auction, a seller offers an item for sale, but does not establish a price Bidders（投标人） Potential buyers Bids（出价） Prices bidders are willing to pay for an item Shill bidders （“托”） Can artificially inflate the price of an item 6.1 Types of Auctions English Auctions：英式拍卖（增价拍卖 ） Dutch Auctions：荷兰式拍卖（减价拍卖 ） First-price Sealed-bid auctions: 密封出价最高价拍卖 Second-price sealed-bid auction: 密封出价次高价拍卖（维氏拍卖） Open-outcry double auctions: 开放出价双重拍卖 Double auction: 密封出价双重拍卖 Reverse (seller-bid) auctions: 逆向拍卖 English Auctions Bidders publicly announce their successive higher bids until no higher bid is forthcoming Open auction Bids are publicly announced Minimum bid The price at which an auction begins Reserve price（保留价） Minimum acceptable price English Auctions (continued) Yankee auctions（美式拍卖） English auctions that offer multiple units of an item for sale 销售者提供一定数量的商品 竞标者同时设定购买数量及价格 标价逐次提高，最高价者得标并优先购买 若有剩余则有次高价者购买 Disadvantages of English Auctions Winning bidders tend not to bid their full private valuations Bidders risk becoming caught up in the excitement of competitive bidding – winner’s curse (胜者的诅咒) Dutch Auctions Also called descending-price auctions Form of open auction in which bidding starts at a high price and drops until a bidder accepts the price Often better for the seller Good for moving large numbers of commodity items quickly. Othe