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1、华中科技大学博士学位论文基于Internet的在线拍卖系统研究姓名：黄正伟申请学位级别：博士专业：管理科学与工程指导教师：张金隆;鲁耀斌20061020I 摘 要 拍卖是一种确定物品价格的经济机制。拍卖是市场经济的必然产物，是一种非常有效的资源分配方式，它以公开、公平、公正的特点赢得交易双方的信任。在线拍卖因为不受时间、空间的限制，更加方便、灵活，而且交易费用低，拍卖品种更加丰富多样，而且在线拍卖参与人数不确定，出现了许多不同于传统拍卖的新问题，传统的经济学理论无法解释这些问题，因此需要理论工作者和业界的共同努力开展系统的研究，以指导在线拍卖市场的不断完善和健康快速的发展。这使得近年来拍卖成为
2、经济学上的研究热点。如何结合互联网技术与环境来研究拍卖是一个学术前沿问题。因此，对在线拍卖的研究具有十分重要的理论意义和实际价值。 本学位论文研究的核心问题是围绕在线拍卖系统网络特征展开的在线拍卖模型与理论、在线拍卖系统实证研究、参与者行为、信誉系统模型、虚拟价值空间、综合评价指标体系等方面的研究。文章在分析拍卖基本模型和理论，充分调查中国 114个在线拍卖网站基础上，结合互联网技术和环境，对在线拍卖网络行为特征进行充分分析，分析了在线拍卖信誉系统，建立了在线拍卖优化的信誉系统，构建了在线拍卖网站虚拟价值链模型，建立了在线拍卖网站综合评价体系。是一篇面向 IT 行业的应用基础论文。 文章采用了
3、调查研究、比较研究、统计研究、规范推断等研究方法，取得了以下研究成果： （1）全面调查了中国 114 家在线拍卖网站，对中国在线拍卖网站的商业模式、运作流程、功能要求、技术要求和涉及的主要技术，拍卖频度、截止规则和中标规则，安全性、拍卖类型进行实证研究，并分析了在线拍卖智能代理的原理和工作流程。 （2）提出了基于投标时间的 01 分布模型和广义 01 分布模型，运用博弈论和收入均衡原理，指出在易趣为代表的固定截止时间在线拍卖中，迟投标是占优投标策略；在以亚马逊为代表的自动延长时间截止规则在线拍卖中，迟投标不是占优策略。 （3）引入了利己因子和利他因子等参数，构建了在线拍卖信誉系统中的优化单回合
4、囚徒困境博弈模型，指出在线拍卖信誉系统模型中参与者可以从有条件合作发II 展成为高度合作。 （4）构建了一种基于拍卖金额的“慢升快降”的变权重信誉系统优化模型。 （5）构建了在线拍卖网站的虚拟价值链模型，在对中国大陆主要在线拍卖网站的拍卖品类型、拍卖规则、安全机制、支付方式等等进行实证研究，指出了中国在线拍卖网站建设应从网站拍卖品、拍卖规则和拍卖设施多处创建品牌，从而提高在线拍卖网站价值。 （6）建立了在线拍卖网站综合评价指标体系，并用 AHP 层次分析法进行了在线拍卖网站实证分析。 关键词：关键词：在线拍卖 参与者行为 信誉系统 虚拟价值空间 评价模型 平台设计 III Abstract A
5、uction is a set of economic mechanism for pricing, Auction is the natural product of the market economy, and a very effective approach to resource allocation. It wins confidence between the two transaction parties for its openness, fairness and impartialness. Online auctions have many new characters
6、 of no time and space constraints, more convenient and flexible, low transaction costs, variety products and uncertain bidding number ,some new issues other than traditional auctions come up. Traditional economic theories cannot explain these problems and therefore require theoretical workers to wor
7、k together to carry out systematic research to guide online auction market continuously improvement and rapid development. It becomes a hot of the study of economics in recent years. How to integrate internet technology and environment to auctions stand in the forefront of academic research. Therefo
8、re, the online auction is a very important in theoretical study and practical application. The core issue of this paper includes models and theories of online auction, participants behaviors analysis, the reputation system, market space , integrated evaluation system, platform design. The paper intr
9、oduces the three auction models and its main theories, then analysis detailed the participants behaviors based on internet technology and environment, points out of auction sites value with market space, analysis the reputation system, builds up a comprehensive evaluation system for online auction s
10、ite. At last, an online auction platform is designed. It is an application-oriented paper. The investigating, comparing, statistic and deducing research method are applied in the paper. And we have the following findings： （1） Empirically study from the business model, the functional requirements, te
11、chnical requirements, major technologies, auction frequency, ending rules, winning rules, securities and auction types after investigating 114 online auction sites. Whats more, its functional flow is given and the principles and workflow of auction agents are discussed. （2） Put forward a 0-1 distrib
12、ution model based on bidding time. Then we apply game theory and equilibrium theory into the online auction with fixed deadline like eBay, and get a result that late bidding is a dominating strategy among all the bidding strategies. IV Then a general 0-1 distribution model based on bidding time is p
13、ut forward too, so we apply game theory and equilibrium theory into the online auction with automatic extension of close time like Amazon, and get a result that late bidding is not a dominating strategy among all the bidding strategies. （3） Introduce the related concepts and values which determine t
14、he strategies of the agents to cooperate or not, then building an optimization model of single round prisoners dilemma game. And point out that the conditional cooperation can become into complete cooperation. （4） Build up a reputation system model named “slow rising and fast falling ”. （5） Build up
15、 a R-S value model on online auctions, then give an empirical study among online auction sites in the Chinese mainland including the product types, the auction rules, the security mechanisms, the payment methods and delivery methods. And draw a conclusion that we should build up more brands from auc
16、tion products, auction rules, payment and delivery methods to increase the market value of online auction websites. （6） Establish an integrated evaluation system of online auction sites, then apply AHP model into the real online auction site evaluation. Key words：Online Auction Participants Behavior Reputation System Market Space Evaluation Model System Design 独创性声明独创性声明 本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除文中已经标明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出贡献的个人和
