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1、Electronic Commerce, Sixth Edition,1,Chapter 6:Online Auctions, Virtual Communities, and Web Portals,Electronic Commerce, Sixth Edition,Electronic Commerce, Sixth Edition,2,Objectives,In this chapter, you will learn about: Origins and key characteristics of the seven major auction types Strategies f
2、or Web auction sites and auction-related businesses Virtual communities and Web portals,Electronic Commerce, Sixth Edition,3,Auction Overview,In an auction, a seller offers an item for sale, but does not establish a price Bidders Potential buyers Bids Prices bidders are willing to pay for an item Sh
3、ill bidders （雇佣买方） Can artificially inflate the price of an item Employed by the seller or the auctioneer My be prohibited bidding by the rules of a particular auction,Electronic Commerce, Sixth Edition,4,English Auctions,Bidders publicly announce their successive higher bids until no higher bid is
4、forthcoming Open auction Bids are publicly announced Minimum bid The price at which an auction begins Reserve price Minimum acceptable price,Electronic Commerce, Sixth Edition,5,English Auctions (continued),Yankee auctions（美式拍卖） English auctions that offer multiple units of an item for sale Disadvan
5、tages Winning bidders tend not to bid their full private valuations，prevent sellers from obtaining the maximum possible price Bidders risk becoming caught up in the excitement of competitive bidding and bidding more than their private valuations,Electronic Commerce, Sixth Edition,6,Dutch Auctions,Al
6、so called descending-price auctions（出价逐降式拍卖） Form of open auction in which bidding starts at a high price and drops until a bidder accepts the price Often better for the seller Good for moving large numbers of commodity items quickly,Electronic Commerce, Sixth Edition,7,Coldwater Creek Dutch Auction
7、 of Closeout Merchandise（积压商品）,Electronic Commerce, Sixth Edition,8,Other Types of Auctions,First-price sealed-bid auctions（密封出价最高价拍卖） Bidders submit their bids independently，the highest bidder wins Second-price sealed-bid auctions （密封出价次高价拍卖） Highest bidder is awarded the item at the price bid by t
8、he second-highest bidder 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,Electronic Commerce, Sixth Edition,9,Other Types of Auctions (continued),Sealed-Bid double auction（密封出价双重拍卖） Buyers and sellers each submit combine
9、d price-quantity bids to an auctioneer Reverse (seller-bid) auctions（逆向（卖家出价）拍卖） 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,Electronic Commerce, Sixth Edition,10,Online Auctions and
10、 Related Businesses,Three categories of auction Web sites General consumer auctions Specialty consumer auctions Business-to-business auctions Largest number of transactions occurs on general consumer auction sites,Electronic Commerce, Sixth Edition,11,General Consumer Auctions,Most common format use
11、d on eBay Computerized version of the English auction eBay English auction Allows a seller to set a reserve price Bidders are listed Bid amounts are not disclosed until after the auction Allows sellers to specify that an auction be made private（私下进行）,Electronic Commerce, Sixth Edition,12,Specialty C
12、onsumer Auctions,Specialized Web auction sites Meet the need of special interest market segments Specialty consumer auction sites Golf Club Exchange, C, and Winebid Gain an advantage by identifying a strong market segment with readily identifiable products,Electronic Commerce, Sixth Edition,13,Consu
13、mer Reverse Auctions and Group Purchasing Sites,Reverse bid Buyer can accept the lowest offer or the offer that best matches the buyers criteria P Completes many of its transactions from an inventory Operates more as a liquidation broker（清算经纪公司）,Electronic Commerce, Sixth Edition,14,Consumer Reverse
14、 Auctions and Group Purchasing Sites (continued),Group purchasing site Seller posts an item with a price 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,Electronic Commerce, Sixth Edition
15、,15,Business-to-Business Auctions,Liquidation brokers（清算经纪公司） Firms that find buyers for unusable inventory items Online auctions Logical extension of inventory liquidation activities to a new and more efficient channel, the Internet,Electronic Commerce, Sixth Edition,16,Business-to-Business Auction
16、s (continued),Ingram Micro Major distributor of computers and related equipment to value-added resellers Often finds itself with outdated items turned over to liquidation brokers Now auctions those items to its established customers Auction prices received average about 60 percent of the items costs,Electronic Commerce, Sixth Edition,17,CompUSA Auctions Home Page,Electronic Commerce, Sixth Edition,18,Business-to-Business Reverse Auctions,U.S. Navy and the federal governments General Services Adm
