英文版 电子商务课件（部分）

1、Electronic Commerce, Seventh Annual Edition,1,Chapter 6:Online Auctions, Virtual Communities, and Web Portals,Electronic Commerce, Seventh Annual Edition,Electronic Commerce, Seventh Annual Edition,2,Objectives,In this chapter, you will learn about: Origins and key characteristics of the seven major

2、 auction types Strategies for Web auction sites and auction-related businesses Virtual communities and Web portals,Electronic Commerce, Seventh Annual Edition,3,Case - eBay,In 1995, Pierre Omidyar, in his spare time, operating a small personal web site that provided updates on the Ebola virus. He bu

3、ilt a small auction function into his site and called it AuctionWeb. By the end of its second year in operation, it was renamed eBay, had auctioned over $95 million worth of goods and was showing a small profit. In 1997, Omidyar obtained $5 million in funding from Benchmark Capital. In 1998, eBay of

4、fered its stock to the public. Like many Internet companies, eBay experienced extremely rapid growth. Unlike many of the new dot-com companies of the time, eBay was profitable from its inception(起初).,Electronic Commerce, Seventh Annual Edition,4,Case - eBay,In just three years, eBay established itse

5、lf as the dominant website for general consumer auctions with over 2 million registered buyers and sellers. Because eBay was one of the first auction websites and because it pursued an aggressive promotion strategy, it has become the first-choice site for many people who want to participate in aucti

6、ons. EBays early advantage in the online auction business will be very difficult for competitors to overcome.,Electronic Commerce, Seventh Annual Edition,5,6.1 Auction Overview 6.1.1 Origins of Auctions,The earliest written records of auctions are from Babylon and date from 500 BC. Auction became co

7、mmon activities in 17th-century England. The 18th century saw the birth of two British auction houses Sothebys (1744) Christies (1766),Electronic Commerce, Seventh Annual Edition,6,6.1.1 Origins of Auctions,In an auction, a seller offers an item for sale, but does not establish a price Bidders（出价人）

8、Potential buyers Bids（出价） Prices bidders are willing to pay for an item Shill bidders（雇佣出价人，托） In some auctions, people employed by the seller or the auctioneer can make bids on behalf of the seller. These people are called shill bidders. Can artificially inflate the price of an item May be prohibit

9、ed from bidding by the rules of a particular auction.,Electronic Commerce, Seventh Annual Edition,7,何时罢手？,假设你自己正跟其他60位经理人一起上高层主管进修班。头一天，教授从口袋里掏出一张20美元的钞票当众宣布： 我要拍卖这张钞票，你们可以参加拍卖，也可以只看人家竞拍，悉听尊便。愿意竞拍者，可以按1美元的倍数叫价，直到没有人继续出价，这时候，出价最高者将支付自己报出的金额，赢得这20美元。本次拍卖，只有一条规则跟传统的拍卖不同，那就是出价第二的人必须支付自己所报出的金额，虽然那个人不能赢得这

10、20美元。 竞拍开始的时候，你会举手出价吗？,Electronic Commerce, Seventh Annual Edition,8,6.1.2 Types of auctions,English auction 英式拍卖 Dutch auction 荷兰式拍卖 First-price sealed-bid auction 密封递价最高价拍卖 Second-price sealed-bid auction 密封递价次高价拍卖 Double auction (open-outcry) 开放出价双重拍卖 Double auction (sealed-bid) 密封递价双重拍卖 Reverse

11、auction (seller-bid) 逆向拍卖,Electronic Commerce, Seventh Annual Edition,9,English Auctions,In English auctions, bidders publicly announce their successive higher bids until no higher bid is forthcoming. Also called: ascending-price auction（出价逐升式拍卖） Open auction or open-outcry auction Bids are publicly

12、 announced Minimum bid（起价） The price at which an auction begins If no bidders are willing to pay that price, the item is removed from the auction and not sold. Reserve price or reserve（保留价） Minimum acceptable price establishing by sellers If the reserve price is not exceed, the item is withdrawn fro

13、m the auction and not sold.,Electronic Commerce, Seventh Annual Edition,10,English Auctions (continued),Yankee auctions（美式拍卖） English auctions that offer multiple units of an item for sale and allow bidders to specify the quantity they want to buy The highest bidder is allotted the quantity he or sh

14、e bid; if items remain after satisfying the highest bidder, those remaining items are allocated to successive lower (next-highest) bidders until all items are distributed All successful bidders receive the quantity of items on which they bid, they only pay the price bid by the lowest successful bidd

15、er. Disadvantages For sellers: Winning bidders tend not to bid their full private valuations which prevent sellers from obtaining the maximum possible price For bidders: Bidders risk becoming caught up in the excitement of competitive bidding and then bidding more than their private valuations. winn

16、ers curse（赢家诅咒）: the psychological phenomenon,Electronic Commerce, Seventh Annual Edition,11,Dutch Auctions,Dutch auctions A form of open auction bidding starts at a high price and drops until a bidder accepts the price are also called descending-price auctions（出价逐降式拍卖） Often better for the seller T

17、he bidder with the highest private valuation will not let the bid drop much below that valuation for fear of losing the item to another bidder Good for moving large numbers of commodity items quickly Coldwater Creek used Dutch auctions to sell closeout items In 2004, Google used Dutch auction to sel

18、l its stock to investors (the financial community: highly innovative and successful),Electronic Commerce, Seventh Annual Edition,12,Other Types of Auctions,Sealed-bid auctions 密封递价拍卖 Bidders submit their bids independently and are usually prohibited from sharing information with each other First-pri

19、ce sealed-bid auction 密封递价最高价拍卖 Highest bidder wins Second-price sealed-bid auction 密封递价次高价拍卖 Highest bidder is awarded the item at the price bid by the second-highest bidder Also commonly called Vickrey auction （William Vickrey） It yields higher returns for the seller Encourages all bidders to bid

20、the amounts of their private valuations Reduces the tendency for bidders to collude（串通） Because the winning bidder is protected from an erroneously high bid, all bidders tend to bid higher.,Electronic Commerce, Seventh Annual Edition,13,Other Types of Auctions (continued),Double auction 双重拍卖 Buyers

21、and sellers each submit combined price-quantity bids to an auctioneer Work well only for items of known quality, regularly traded in large quantities Open-outcry double auctions 开放出价双重拍卖 Buy and sell offers are shouted by traders standing in a small area on the exchange floor The Chicago Board of Tr

22、ade conducts open-outcry double auctions of commodity futures and stock options Quite frenzied as 20 or 30 traders shout offers aloud Sealed-bid double auction 密封递价双重拍卖 The New York Stock Exchange conducts sealed-bid double auctions of stocks and bonds The auctioneer matches the sellers offers (star

23、ting with the lowest price and then going up) to the buyers offers (starting with the highest price and then going down) until all the quantities offered for sale are sold to buyers.,Electronic Commerce, Seventh Annual Edition,14,Other Types of Auctions (continued),Reverse auctions Also called selle

24、r-bid auctions Multiple sellers submit price bids to an auctioneer who represents a single buyer Bids are for a given amount of a specific item that the buyer wants to purchase Prices go down as the bidding continues until no seller is willing to bid lower,供应商1,供应商2,供应商3,供应商4,赢家,50元,46元,35元,34元,31元,

25、30元,卖家,最后价格,采购方要买 100个标准件,Electronic Commerce, Seventh Annual Edition,15,*,Electronic Commerce, Seventh Annual Edition,16,6.2 Online Auctions and Related Businesses,Three categories of auction Web sites: General consumer auctions Specialty consumer auctions（特殊消费品拍卖） Business-to-business auctions Lar

26、gest number of transactions occurs on general consumer auction sites,Electronic Commerce, Seventh Annual Edition,17,6.2.1 General Consumer Auctions,Most common format used on eBay Computerized version of the English auction eBay English auction（P270下） Allows a seller to set a reserve price Bidders a

27、re listed Bid amounts are not disclosed until after the auction is over Always shows a continually updated high bid amount Allows sellers to specify that an auction be made private Examples: eBay Amazon Yahoo！ Overstock Taobao,Electronic Commerce, Seventh Annual Edition,18,General Consumer Auctions,

28、（P270中） Sellers and buyers must register with ebay and agree to the sites basic terms of doing business In an attempt to address buyer concerns about seller reliability, ebay instituted a rating system All ebay auctions have a minimum bid increment(增量) （the last two lines in P270） All bidders to mak

29、e a proxy bid（代理/委托出价） One of the major determinants of auction site success is attracting enough buyers and sellers to create markets in many different items-yahoo! （P272下） A third-party escrow service(代管契约服务，指钱、权利、契据或契约等暂交第三者保管，待某种条件实现后再交付受让人或权利人) （P274下） Amazons auctions guarantee-price below $25

30、0 Lock-in effect -yahoo and ebay in Japanese market P270中,Electronic Commerce, Seventh Annual Edition,19,6.2.2 Specialty Consumer Auctions,Specialized Web auction sites meet the need of special interest market segments Computers and technology were obvious early market segments that would find onlin

31、e auctions appealing in the first wave of electronic commerce, a number of other specialized web auction sites emerged as the web matured. Specialty consumer auction sites gain an advantage by identifying a strong market segment with readily identifiable products Golf Club Exchange, C, and Winebid,E

32、lectronic Commerce, Seventh Annual Edition,20,6.2.3 Consumer Reverse Auctions and Group Purchasing Sites,Reverse bid The merchants provide offers to a buyer, the buyer can accept the lowest offer or the offer that best matches the buyers criteria Group purchasing site Seller posts an item with a pri

33、ce As individual buyers enter bids, the site can negotiate a better price with the items provider Posted price ultimately decreases as the number of bids increases The types of products that are ideal for group purchasing sites are branded products with well-established reputations. The products sho

34、uld also have a high value-to-size ratio and should not be perishable.,Electronic Commerce, Seventh Annual Edition,21,Consumer Reverse Auctions and Group Purchasing Sites,-无忧团购 -就要团购 -津商网,Electronic Commerce, Seventh Annual Edition,22,6.2.4 Business-to-Business Auctions,Unlike consumer online auctio

35、ns, business-to-business online auctions evolved to meet a specific existing need Many manufacturing companies periodically need to dispose of unusable or excess inventory. Depending on its size, a firm typically uses one of two methods to distribute excess inventory: Large companies sometimes have

36、liquidation specialists who find buyers for these unusable inventory items Smaller businesses often sell their unusable and excess inventory to liquidation brokers Firms that find buyers for unusable inventory items Online auctions Logical extension of inventory liquidation activities to a new and m

37、ore efficient channel, the Internet,Electronic Commerce, Seventh Annual Edition,23,Business-to-Business Auctions,Three main types of online auction Large company model: the business creates its own auction site that sells excess inventory Ingram Micro auction block Major distributor of computers and

38、 related equipment to value-added resellers Often finds itself with outdated items that it formerly turned over to liquidation brokers Now it auctions those items to its established customers Auction prices it receives average about 60 percent of the items costs; (compare with liquidation brokers -

39、10-20% of cost),Electronic Commerce, Seventh Annual Edition,24,Business-to-Business Auctions (continued),Small company model an independent third-party web auction site takes the place of the liquidation broker, and in some cases, these online auctions are conducted by the same liquidation brokers t

40、hat have always handled the disposition of obsolete inventory. auctions excess inventory listed on the site by a number of smaller sellers. Example: dove bid,Electronic Commerce, Seventh Annual Edition,25,Business-to-Business Auctions (continued),The third model A new business entity enters a market

41、 and creates a site at which buyers and sellers who have not historically done business with each other International Securities Exchange Electronic Exchange ArchEx,Electronic Commerce, Seventh Annual Edition,26,6.2.5 Business-to-Business Reverse Auctions,Many of the e-marketplace include auctions a

42、nd reverse auctions. Example: The U.S. Navy and the federal governments General Services Administration are experimenting with reverse auctions Companies that use reverse auctions include Boeing、Sony、Bankone etc Not all companies are enthusiastic about reverse actions: Some purchasing executives arg

43、ue that reverse auctions cause suppliers to compete on price alone, which can lead suppliers to cut corners on quality or miss scheduled delivery dates. In some industry supply chains, the need for trust and long-term strategic relationships with suppliers makes reverse auctions less attractive. The

44、 use of reverse auctions replaces trusting relationships with a bidding activity that pits suppliers against each other In some industries, suppliers are larger and more powerful than the buyers. Suppliers simply do not agree to participate in reverse auctions. Companies that have considered reverse

45、 auctions and decided not to use them include CiscoIBMetc,Electronic Commerce, Seventh Annual Edition,27,The extent to which reverse auctions will be used in the B2B sector is not yet clear.,Electronic Commerce, Seventh Annual Edition,28,6.2.6 Auction-Related Services,（1）Auction escrow services（代管契约

46、服务） An independent party that holds a buyers payment until the buyer receives the purchased item and is satisfied with it It can used for high-value items Usually, escrow agents that perform this service are art appraisers, antique appraisers ,and the like who are qualified to judge quality Charge f

47、ees ranging from 1% to 10% of the items cost, subject to a minimum fee, typically between $5 and $50. Not suit for low-price auctions ( for which the minimum escrow charges would be excessive),Electronic Commerce, Seventh Annual Edition,29,6.2.6 Auction-Related Services,（2）Auction directory and info

48、rmation services Offer guidance for new auction participants and helpful hints and tips for more experienced buyers and sellers along with directories of online auction sites : Auction information site : Auctionbytes Offers information about fair market value for a wide variety of products and colle

49、ctibles : strongnumbers Price monitoring: price watch,Electronic Commerce, Seventh Annual Edition,30,6.2.6 Auction-Related Services (continued),（3）Auction software For sellers Software offers services that can help with or automate tasks such as image hosting, advertising, page design, bulk repeatab

50、le listings, feedback tracking and management, report tracking, and email management. For buyers- Sniping software Software observes auction progress and places a bid high enough to win the auction The act of placing a winning bid at the last second is called a snipe（阻击）.,Electronic Commerce, Sevent

51、h Annual Edition,31,6.2.6 Auction-Related Services (continued),（4）Auction consignment services（拍卖委托服务） These companies take an item and create an online auction for that item Handle the transaction Remit the balance of the proceeds(收益) after deducting a fee that ranges from 10 to 40 of the selling p

52、rice obtained. Items that do not sell are returned or donated to charity. The key to success for the business is having convenient locations at which customers can drop off their items. Examples: auctiondrop; quickdrop; picture it SOLD,*,Electronic Commerce, Seventh Annual Edition,32,6.3 Virtual Com

53、munities and Web Portals,Combining the Internets transaction cost reduction potential with its role as a facilitator of communication among people, companies have developed two other new approaches to making money on the Internet and the Web: virtual communities and Web portals. Fran Dennisons scena

54、rio The key elements to Frans on-demand translation: cellular-satellite (mobile) communications technology electronic marketplaces, software agents All the three elements exist today, but they have yet to be completely integrated.,Electronic Commerce, Seventh Annual Edition,33,Mobile Communications

55、Technology,Cellular-satellite communications technology can be packaged with: Notebook computers Personal digital assistants (PDAs) Mobile phones Wireless Application Protocol (WAP) Allows Web pages formatted in HTML to be displayed on devices with small screens Global Positioning Service (GPS),Elec

56、tronic Commerce, Seventh Annual Edition,34,Mobile business and online marketplace,As wireless and satellite data transmission technologies become integrated with marketplaces, electronic marketplaces can serve people who want to buy and sell a wide range of products and services. Most industry obser

57、vers agree that revenue models for mobile business can be developed once mobile phones, notebook computers with wireless Internet connections, and online marketplaces are interconnected in ways that let people switch among modes of access seamlessly. AvantGo Provides PDAs with downloads of Web site

58、contents, news, restaurant reviews, and maps The company earns revenue by selling ads that appear with the downloaded content.,Electronic Commerce, Seventh Annual Edition,35,Intelligent Software Agents,Intelligent software agents are programs that search the Web and find items for sale that meet a b

59、uyers specifications Some software agents focus on a particular category of product(BestBookBuys) Researchers are developing software agents that track ratings of buyer and seller reputations. MIT Media Lab Software Agents Group Simon One of the best shopping agents currently available mySimon,Electronic Commerce, Seventh Annual Edition,36,6.3.1 Virtual Communities- definition and forms,A virtual community is a gathering place for people and businesses that does not have a physical existence They exist on the Internet in various forms: Usenet newsgroups Chat rooms Web sites