線上拍賣網站經營策略管理之研究.doc

線上拍賣網站經營策略管理之研究 宋志揚 程家玲 中國技術學院資訊工程系 交通部高速鐵路工程局 摘 要線上拍賣已成為網路經營之企業模式之一，著名拍賣網站eay即為主要之例證台灣之拍賣網站中，「拍賣王」於1999年1月20日正式開站，以情人節玫瑰花一元起標首開網路拍賣，開站後立即創下單月營收及上網人數全台灣第一eBay收購。? 利用網路技術強大通訊與即時能力，降低拍賣過程中買賣雙方互動成本，使拍賣交易模式突破實體限制。因此拍賣機制與網際網路結合，變成最具獲利潛力商業以拍賣競標方式讓消費者享受蘇富比拍賣會樂趣，顧客不再祇是被動價格接受者，亦能充份表達心目中願意給付合理產品價格，具體呈現網際網路即時互動性。SWOT矩陣探究線上拍賣之經營管理策略，網路拍賣式營運，其同一時點多人互動價值等於是使用人數N次方，符合梅卡夫法則(Metcalfe’s Law)是為研究結果，最後並作建議結論。 網站拍賣主要經營模式乃是透過搶標(Bid Now)，立買(Best Buy)，集體購(Lets Go)，以及樂透(Lottery)，提供網友各項網上消費樂趣。網路交易與實體商家從事買賣行為並拍賣致力於「創新」與「」之經營理念，SWOT矩陣、梅卡夫法則 The Research of the Strategies Management In Auction Website on Line Sung Chih-Yang *Cheng Chia-Ling Department of Computer Science and Information Engineering Chung Kuo Institute of Technology *Bureau of High Speed Rail, MOTC ABSTRACT Online auction has become one of the business models in website’s operation. The famous bid website for example eBay was proved. In Taiwan’s auction websites, the is to open for twenty, January in 1999. With one dollar to ask a price for The Sant Valentine’s Day, it is quickly to create the volume of business one month and people number online in Taiwan’s No.1,but it had purchased by eBay in 2002. To utilize the Internet’s strong communication and instant ability, it can reduce the mutual cost with two sides in auction. The model of auction trade should break through the limitation in realities. So, the association of auction and Internet, it become the most potential interest for the strategies of business. To bid online for consumer can enjoy the interest according as Sotheby’s auction. The customer never the passive accepter for pricing, it can present the willing price in mind, and to show the interaction instantly with Internet. It deserved to analyze for the purpose of its research. The approach of its research used the five competitive power submitted by Michael Porter to analyze the business structure of Taiwan’s website auction. In the mean time, To analyze the strategies of online auction with S