易趣与亚马逊的模式对比分析.ppt

eBay .vs. Amazon Analysis of two “first-movers” that lasted, in the E-commerce space eBay Summary Founded by Pierre Omidyar in 1995 His wife needed a better way to lookup and trade collectibles; decided to put his computer science skills to use, never thought it would lead to a multi-billion dollar E-Commerce company Auction-based online sales of products (and sometimes services) where users try to outbid one another by placing a higher maximum amount; Dutch and Reverse-auction style also recently available in some regions Transaction fees for listing (regardless of whether item sells or not) and additional fees for Premium Auction features (i.e. extra photos, BuyItNow, Feature It!, etc) or Premium Seller memberships eBay: Target Segments Primary target markets are Online Auction Shopping communities. eBay has business strategies to target specific segments of each.  Key segment is “Antiques Collectibles”. (It was the lack of a good community-based pet collectibles company that inspired Pierre Omidyar to develop eBay. Collectibles still among highest in gross merchandise sales, boasts by far the most veteran sellers.)  Motor lovers: Using credibility of leading car collector Kruse Inc., eBay expanded its categorical offerings with eBay Motors. eBay Motors became one of its most successful target segments with $2,500M Global Gross Merchandise Sales in 2002. Art lovers: eBay also had a somewhat failed strategic partnership targeting Art Collectors directly. eBay (profit sites) Internet value network consists of three major groups and they are users, communication service provider and suppliers. Each subgroup of these three segments are called profit sites. Here we will focus on eBay’s profit sites and its implications . Market maker: A market maker acts as a neutral intermediary that provides a place to trade and also sets the rules for the market .Thus, eBay is acting as a electronic auction market and brings buyers and sellers together to execute tra