电子商务双语第六章-chap06-Web-Auctions.pptVIP

Electronic Commerce, Third Edition Chapter 6 Web Auctions, Virtual Communities, and Web Portals Learning Objectives In this chapter, you will learn about: Origins and key characteristics of the six major auction types 六种主要拍卖的起源和关键特征 Strategies for Web auction sites and auction-related business 拍卖网站和相关业务的战略 Virtual communities and portals 虚拟社区和门户网站 6.2 Auction Overview 拍卖概述 Online auctions provide a business opportunity that is perfect for the Web.网上拍卖在许多方面为网络提供了一个极好的业务机会。 An auction site can charge both buyers and sellers to participate, and it can sell advertising on its page.拍卖网站可向参加拍卖的买家和卖家都收钱，还可以出售网页上的广告版面。 Web auctions can provide a general auction site that has sections devoted to specific interests. 网上拍卖可以迎合某些特殊兴趣的人，建立一个大众拍卖网站。 6.2.1 Origins of Auctions拍卖的起源 Auctions became common activities in 17th-Century England.拍卖在17世纪的英国很流行。 The 18th Century saw the birth of two British auction houses – Sotheby’s in 1774 and Christie’s in 1766.18世纪出现了两家英式拍卖行——1744年成立的索斯比拍卖行和1766年成立的克里斯蒂拍卖行 Colonial auctions were used to sell farm equipment, animals, tobacco, etc. 美洲殖民地时期的拍卖包括：农场设施、动物、烟草等。 Origins of Auctions拍卖的起源 In an auction, a seller offers an item up for sale, but does not establish a price.拍卖时，卖家提供用来出售的一件或多件物品，但并不定价。 Potential buyers are given information about the item or some opportunity to examine the item; they can then offer bids. 拍卖行只想潜在的购买者提供有关拍卖品的信息，或提供检查拍卖品的机会，然后就让他们出价，就是他们愿意购买拍卖品的价格。 6.2.2 English Auctions英式拍卖 Bidders publicly announce their successive higher bids until no higher bid is forthcoming in the English auction.在英式拍卖中，出价人叫的价格一个比一个高，直到没有人出更高的价格为止。 The auctioneer pronounces the item sold to the highest bidder at that bidder’s price.此时，拍卖师就宣布，这件物品按最后一个出价的价格，卖给出价最高的人。 An English auction is an open auction because the bids are publicly announced. 英式拍卖是开放式拍卖，因为出价是公开宣布的。 English Auctions英式拍卖 An English auction has a minimum bid or reserve price.英式拍卖会有起拍价或保留价。 English auctions that offer multiple units of an item for sale and that allow bidders