16 Markets 市场.pptxVIP

The Networked Economy (16) : Information Management, Strategy, and Innovation网络经济：信息管理，战略和创新Markets市场How does the marketplace provider get paid?市场提供商如何收费Transaction-related fees交易相关费用Verification allows for reputation systems由信誉系统为主的验证 Membership fees会员费E.g., Alibaba TrustPass (legally registered, address exists, contact person responds)如阿里巴巴诚信通 (合法注册，地址有效，联系人有响应）Fixed periodic fees for unlimited transactions定期固定费用，无限制交易Other models其他模式Fees for related commerce services相关商务服务费用Advertising广告Market mechanism: How is the price set? 市场机制：如何设定商品价格？The market mechanism describes the rules based on which the price of the goods being traded is determined市场机制决定了交易商品价格的设定规则Method of determining price确定价格的方法Frequency of price changes价格变化的频率The mechanism is important for market liquidity and efficiency市场机制是决定市场流动性和效率的关键因素Examples of B2B mechanismsB2B机制举例Catalogs (fixed prices)固定价格目录Auctions 不同类型的竞拍Exchanges (double auctions, clearing houses)交易所（双向竞拍、结算所）Dynamic bid-ask matching动态买价-卖价匹配Mechanism: Catalog 机制：目录Prices are pre-determined 价格预先确定并标出Functions provided by market 市场应提供以下功能：Aggregate buyers and sellers集合买方和卖方Provide rich and standardized product specifications提供全面和标准化的产品规格 Offer content management tools for vendors提供销售商的内容管理工具No price discovery: Market does not perform a price-creation or price-discovery function无价格发现：市场不执行定价功能Features of well-suited products适合怎样的产品Products bought frequently in small quantities 买方经常少量购买 Wide selection of inexpensive products各种低价产品Mechanism: One-sided auction机制：单方竞拍Prices are set based on bids of one side of market participants 价格的制定依赖于一方市场参与者的出价Typically buyers bid for seller, but sellers can bid for buyer as well买方或卖方，一般是买方Bids 竞价Ascending vs descending 递增与递减Open (visible) vs sealed公开的（可见的）与隐蔽的Identity revealedvs anonymous真名与匿名What does the winner end up paying? 赢者最终支付？Single item for sale: 单一拍品What winner had bid (English Auction)vs the highest losing bid (Vickrey Auction, or Second Price Auction)自己的竞价（英式拍卖）与最高失拍价（维克瑞拍卖 ， 或第二价格拍卖） Se