电子商务课件：ch5 C2C & Dynamic Pricing

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1、1Textbook Chapter 11Learning Objectives 各种拍卖类型和特点各种拍卖类型和特点 正向拍卖和反向拍卖过程正向拍卖和反向拍卖过程 拍卖的优势和不足拍卖的优势和不足 拍卖支持服务拍卖支持服务 拍卖欺诈的危害和对策拍卖欺诈的危害和对策全球网上拍卖市场概况全球网上拍卖市场概况5eBay eBay 全球分站发展情况全球分站发展情况年度年度分站数量分站数量19951200082004302010376“ebay易趣易趣”2012年年4月月 易趣不再是易趣不再是eBay在中国的相关网站，在中国的相关网站，易趣为易趣为Tom集团的全资子公司，易趣网站提供集团的全资子公司，易

2、趣网站提供的各项服务均不受影响。的各项服务均不受影响。7现实中的电子拍卖现实中的电子拍卖 Illustrative examples:C2B reverse auctions:DM&S B2C and C2C forward auctions:Dell Computers C2C forward auctions:all of us at eBayP2418A Dell Product in an Auction9中国网络购物产业链中国网络购物产业链1011121314Fundamentals Dynamic pricing refers to a commerce transaction i

3、n which prices are not fixed Forms of dynamic pricing:Negotiation（谈判）（谈判）Bargaining（议价）（议价）Four major configurations depending upon how many buyers and sellers are involved:One buyer,one seller One buyer,many potential sellers One seller,many potential buyer Many sellers,many potential buyers15Types

4、 of Dynamic Pricing谈判、易谈判、易货、议价货、议价反向拍卖、反向拍卖、询价单、询价单、招标招标动态交易动态交易正向（普正向（普通）拍卖通）拍卖 One seller,many potential buyersForward auction（正向拍卖）（正向拍卖）:An auction in which a seller offers a product to many potential buyers 17One seller,many potential buyersEnglish Auction,Ascending Price181920One seller,many

5、potential buyers(a)有多件相同的商品有多件相同的商品there are several identical units for sale;(b)每个买家购买任何数量每个买家购买任何数量each bidder may purchase more than one unit;(c)竞价成功者支付其最高报价竞价成功者支付其最高报价allwinning bidders pay their own prices;21One seller,many potential buyers22Auction Clockfor Dutch Flower Auctions23242526272829

6、3031 自由落体式拍卖自由落体式拍卖Free fall(declining price)auctionOne item auctioned at a timePrice starts high and is reduced at fixed time intervalsOne seller,many potential buyers3233 密封式第一价格拍卖密封式第一价格拍卖Sealed-bid first-price auctionsilent auction,only one bid;item goes to highest bidder 密封式第二价格拍卖密封式第二价格拍卖Seale

7、d-bid second-price auctionitem awarded to highest bidder,but at second bidTypes of Auctions 多个卖方，多个买方多个卖方，多个买方Buyers and their bidding prices are matched with sellers and their asking prices based on the quantities on both sides and the dynamic interaction between the buyers and sellers Stocks Commo

8、dities double auction双向拍卖双向拍卖2.Benefits 对于卖方的好处对于卖方的好处:扩大顾客量缩短商业周期增加收入扩大顾客量缩短商业周期增加收入 优化价格优化价格 去中介化去中介化 更好的客户关系更好的客户关系 流动性流动性36Benefits 对于买方的好处对于买方的好处:有机会发现一些特殊物品和收藏品有机会发现一些特殊物品和收藏品 讨价还价的机会讨价还价的机会 娱乐性娱乐性 匿名性匿名性 便利性便利性37Benefits 对于拍卖人的好处对于拍卖人的好处:更高的重复购买率更高的重复购买率 网站更具黏性网站更具黏性 扩展了拍卖业务扩展了拍卖业务383.Limitat

9、ions 欺诈的可能性欺诈的可能性Possibility of fraud May purchase a defective product buying sight unseen Fraud rate is very high 有限的参与者有限的参与者Limited participation Invitation only Open to dealers only 安全性安全性Security C2C auctions not necessarily secure B2B auctions conducted on highly secure private lines 软件问题软件问题S

10、oftware Few off-the-shelf packages that can handle auctions“Best practices”still being defined 394 Economic Impacts 拍卖作为一种协调机制拍卖作为一种协调机制Auctions as a coordination mechanismestablish equilibrium in price 拍卖作为确定价格的社会机制拍卖作为确定价格的社会机制Auctions as a social mechanism to determine a price 拍卖作为影响力强的销售机制拍卖作为影响

11、力强的销售机制 拍卖作为电子商务的组成部分拍卖作为电子商务的组成部分405.Auction Process and Software Support 第一阶段：搜索和比较（第一阶段：搜索和比较（Phase 1:Searching and comparing）大范围搜索和比较大范围搜索和比较 自动搜索服务自动搜索服务 浏览网站分类目录浏览网站分类目录 基本和高级搜索基本和高级搜索41Auction Process andSoftware Support(cont.)第二阶段：开始拍卖（第二阶段：开始拍卖（Phase 2:Getting started at an auction）Registra

12、tion and profiling（注册建立档案）（注册建立档案）Listing and promoting（陈列和促销）（陈列和促销）Pricing（定价）（定价）42Bid watching and multiple biddings（竞价监视和多处竞价）（竞价监视和多处竞价）Auto-snipping（自动截止）（自动截止）E-proxy bidding（电子代理竞价）（电子代理竞价）第三阶段：实际竞价第三阶段：实际竞价Phase 3:The actual biddingPhase 4:Post-auction follow-upPost auction notifications（拍

13、卖完成（拍卖完成通知）通知）Bidding notifications End-of-auction notices Seller notices Postcards and thank-you notesUser communication（用户交流）（用户交流）Chat groups Mailing lists Message boardsFeedback and rating（反馈和评级）（反馈和评级）44Phase 4:Post-auction follow-upInvoicing and billing(发票和账单发票和账单)Payment methods（支付方式）（支付方式）El

14、ectronic transfer service（电子支付（电子支付服务）服务）Escrow service（第三方托管（第三方托管/支付服务）支付服务）Credit-card payment（信用卡支付）（信用卡支付）Shipping and postage（装运和邮资）（装运和邮资）456.Auctions on Private Networks Pigs in Singapore and Taiwan Conducted on private networks more than 10 years Forward auction of pigs that are brought to

15、a physical site while data is displayed to bidders Computers monitor bidders financial capability46476.Auctions on Private Networks Cars in Japans Aucnet Auctioned used cars to dealers on television Moved to private network,then on to Internet and into the U.S.but closed in 1998 Today in Japan these

16、 auctions sell:Computer hardware Software Services like insurance and leasing Livestock in Australiaelectronic online system for trading cattle and sheep497.Fraud in Auctions and Its Prevention Types of e-auction fraud Bid shielding（竞价盔甲）（竞价盔甲）Shilling（托儿）（托儿）Fake photos and misleading 虚假照片和误导虚假照片和误

17、导 Improper grading techniques不正确的评级不正确的评级 Selling reproductions出售复制品出售复制品 High shipping cost and handling fees Failure to ship merchandise Loss and damage claims Switch and return50 Protecting against e-auction fraud用户身份认证用户身份认证User identity verification鉴定服务鉴定服务Authentication service评级服务评级服务Grading

18、services反馈论坛反馈论坛Feedback forum7.Fraud in Auctions and Its Prevention(cont.)51527.Fraud in Auctions and Its Prevention(cont.)Protecting against e-auction fraud保险政策保险政策Insurance policy托管服务托管服务Escrow services惩罚拒付者惩罚拒付者Non-payment punishment 评价服务评价服务Appraisal servicesuse 验证验证Verifications53思考题思考题 不同的动态定价方式有何优势和劣势？不同的动态定价方式有何优势和劣势？试比较分析当前典型的试比较分析当前典型的C2C拍卖网站提拍卖网站提供的服务及其商业模式；供的服务及其商业模式；在在C2C市场中如何有效保护交易双方的市场中如何有效保护交易双方的利益？利益？C2C电子商务当前面临哪些问题，今后电子商务当前面临哪些问题，今后将如何发展将如何发展