ch06-网上拍卖、虚拟社区、门户网站.ppt

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

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