ch06-网上拍卖、虚拟社区、门户网站.ppt

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1、Chapter6:OnlineAuctions,VirtualCommunities,andWebPortalsElectronicCommerce,SixthEditionObjectivesInthischapter,youwilllearnabout:OriginsandkeycharacteristicsofthesevenmajorauctiontypesStrategiesforWebauctionsitesandauction-relatedbusinessesVirtualcommunitie

2、sandWebportals2ElectronicCommerce,SixthEditionAuctionOverviewInanauction,aselleroffersanitemforsale,butdoesnotestablishapriceBiddersPotentialbuyersBidsPricesbiddersarewillingtopayforanitemShillbidders（雇佣买方）CanartificiallyinflatethepriceofanitemEmployedbythes

3、ellerortheauctioneerMybeprohibitedbiddingbytherulesofaparticularauction3ElectronicCommerce,SixthEditionEnglishAuctionsBidderspubliclyannouncetheirsuccessivehigherbidsuntilnohigherbidisforthcomingOpenauctionBidsarepubliclyannouncedMinimumbidThepriceatwhichana

4、uctionbeginsReservepriceMinimumacceptableprice4ElectronicCommerce,SixthEditionEnglishAuctions(continued)Yankeeauctions（美式拍卖）EnglishauctionsthatoffermultipleunitsofanitemforsaleDisadvantagesWinningbidderstendnottobidtheirfullprivatevaluations，preventsellersfr

5、omobtainingthemaximumpossiblepriceBiddersriskbecomingcaughtupintheexcitementofcompetitivebiddingandbiddingmorethantheirprivatevaluations5ElectronicCommerce,SixthEditionDutchAuctionsAlsocalleddescending-priceauctions（出价逐降式拍卖）Formofopenauctioninwhichbiddingsta

6、rtsatahighpriceanddropsuntilabidderacceptsthepriceOftenbetterforthesellerGoodformovinglargenumbersofcommodityitemsquickly6ElectronicCommerce,SixthEditionColdwaterCreekDutchAuctionofCloseoutMerchandise（积压商品）7ElectronicCommerce,SixthEditionOtherTypesofAuctions

7、First-pricesealed-bidauctions（密封出价最高价拍卖）Bidderssubmittheirbidsindependently，thehighestbidderwinsSecond-pricesealed-bidauctions（密封出价次高价拍卖）Highestbidderisawardedtheitematthepricebidbythesecond-highestbidderOpen-outcrydoubleauctions（开放出价双重拍卖）Buyandselloffersare

8、shoutedbytradersstandinginasmallareaontheexchangefloor8ElectronicCommerce,SixthEditionOtherTypesofAuctions(continued)Sealed-Biddoubleauction（密封出价双重拍卖）Buyersandsellerseachsubmitcombinedprice-quan