第三章节电子商务的运作模式幻灯片.pptVIP

网上拍卖的劣势 买者在中标之前无法看到他们想购买的产品的实物 买卖双方那个都存在潜在的欺诈行为—买方不付款或者卖方不发货 不同的拍卖方式 1. English 2. Second-Price 3. Dutch 4. Dutch Auction- Multiple Items 5. Sealed English Auction 6. Reverse Auction 7. Double Auction 8. Anglo-Dutch Auction 网上拍卖的八种方式 See Table 5.1 for a comparison of auction formats. Table 3.1 Comparison of Auction Formats Auction Name Example Buyers/ Sellers Bidding Procedure Who Wins Winner Pays 1 English uBid, Yahoo!, OnSale 1 Seller/ Multiple Buyers Bid up from minimum price Highest bidder Highest bid 2 Second-Price eBay 1 Seller/ Multiple Buyers Bid up from minimum price Highest bidder Second-highest bid 3 Dutch Ticktock, Outletzoo 1 Seller/ Multiple Buyers Bid down from maximum price First bidder First bid Table 3.1 Comparison of Auction Formats (continued) Auction Name Ex Buyers/ Sellers Bidding Procedure Who Wins Winner Pays 4 Dutch Auction-Multiple Items eBay 1 Seller/ Multiple Buyers Starts at minimum asking price; buyers specify quantity and price. Highest bidder Lowest bid 5 Sealed English Auction 1 Seller/ Multiple Buyers Sealed bids Highest bidder Highest bid 6 Reverse Auction Price- line 1 Buyer/ Multiple Sellers Buyer submits binding bid Buyer matched with seller who accepts bid Binding bid Auction Name Example Buyers/ Sellers Bidding Procedure Who Wins Winner Pays 7 Double Auction Fastparts Multiple Buyers/ Multiple Sellers Buyers and sellers constantly update bids Highest bidder Highest bid 8 Anglo-Dutch Auction 1 Seller/ Multiple Buyers Ascending auction till two buyers remain—then sealed bids Highest bidder Highest bid Source: Paul Klemperer, “What Really Matters in Auction Design,” February 2001, http://www.nuff.ox.ac.uk/users/klemperer/design3aweb.pdf. Table 3.1 Comparison of Auction Formats (continued) （3）网上拍卖的细节 买方通过搜索引擎搜索所需竞买的商品 买方缴纳拍卖保证金，参加拍卖 网上拍卖的标的需要事先设定起拍时间和终止时间 规定时间内，出价最高者成为买受人 买受人支付货款后，网站或拍品委托方向该买受人发货；确认买受人收货完成，整个拍卖完成 投标者行为 截止式投标：投标者一直到最后几分钟才出示自己的标价，使其他投标人没有足够的时间做出反应，而赢得拍卖 两种限制截止式投标的方式 自动延时技术：当在距离拍卖结束的最后五分钟投