电子商务EC6.ppt

Chapter 6 Online Auctions, Virtual Communities, and Web Portals Learning Objectives: In this chapter, you will learn about: Part One Auction Overview Contents ebay ebay于1995年9月4日由Pierre Omidyar以Auctionweb的名称创立于加利福尼亚州圣荷西。人们可以在ebay上通过网络出售商品。 口号：世界的网上购物市场(The Worlds Online Marketplace) 产品： 网上拍卖、电子商务、购物商场、PayPal eBay的主要竞争者是A、Yahoo拍卖以及阿里巴巴集团。 Auction Overview拍卖概述(cont.) Auction Overview拍卖概述(cont.) Auction Overview拍卖概述(cont.) Auction Overview拍卖概述(cont.) Auction Overview拍卖概述(cont.) Auction Overview拍卖概述(cont.) Auction Overview拍卖概述(cont.) Auction Overview拍卖概述(cont.) Auction Overview拍卖概述(cont.) Auction Overview拍卖概述(cont.) Auction Overview拍卖概述(cont.) Part Two Online Auctions and Related Businesses Contents Online Auctions and Related Businesses (cont.) (1) Most common format used on eBay Computerized version of the English auction (2) eBay English auction Allows a seller to set a reserve price(保留价格) Bidders are listed Bid amounts are not disclosed until after the auction Allows sellers to specify that an auction be made private site Online Auctions and Related Businesses 假设一件宝贝起拍价20元，加价幅度10元。当您出价的时候，会看到这样的提示：( 您的出价不可以低于：20. 0元)这个时候，您可以根据自己的实际情况输入20，也可以输入您能承受的最高价格。比如这是一个您特别喜欢，寻觅了好久的宝贝，为了它，您可以付出400元。您可以直接输入400元。时间结束的时候，假如您是唯一的出价者，那么就会以20元成交。而这期间如果有其他人出价，并且在400元范围内，那么系统会在其他人出价的同时，为您代理加价，直到超出这400元为止。 Online Auctions and Related Businesses (cont.) (1) Specialized Web auction sites Meet the need of special interest market segments (2) Specialty consumer auction sites Golf Club Exchange, C, and Winebid Gain an advantage by identifying a strong market segment(明确的细分市场) with readily identifiable products Online Auctions and Related Businesses Online Auctions and Related Businesses (cont.) (1) Reverse bid(逆向出价) Buyer can accept the lowest offer or the offer that best matches the buyer’s criteria (2) P Completes many of its transactions from an inventory Operates more as a liquidation broker(清算经纪公司) Online Auctions and Related Businesses Online Auctions an