[工学]ch06-网上拍卖、虚拟社区、门户网站.pptVIP

Electronic Commerce, Sixth Edition Chapter 6:Online Auctions, Virtual Communities, and Web Portals Electronic Commerce, Sixth Edition Objectives In this chapter, you will learn about: Origins and key characteristics of the seven major auction types Strategies for Web auction sites and auction-related businesses Virtual communities and Web portals 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 Shill 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 English Auctions Bidders publicly announce their successive higher bids until no higher bid is forthcoming Open auction Bids are publicly announced Minimum bid The price at which an auction begins Reserve price Minimum acceptable price English Auctions (continued) Yankee auctions（美式拍卖） English auctions that offer multiple units of an item for sale Disadvantages 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 Dutch Auctions Also 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 Coldwater Creek Dutch Auction of Closeout Merchandise（积压商品） 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 the 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 exchang