ec05动态定价和拍卖e

14Chapter5DynamicPricing:AuctionsandMoreLearningObjectives•各种拍卖类型和特点•正向拍卖和反向拍卖过程•拍卖的优势和不足•拍卖支持服务•拍卖欺诈的危害和对策全球网上拍卖市场概况1718E-Bay:World’sLargestAuctionSite20eBay全球分站发展情况•在其全球30个分站点的庞大业务网络体系中，2004前仅有中国站点与菲律宾站点未实现盈利。年度分站数量199512000820043020103721ebay易趣22现实中的电子拍卖•Illustrativeexamples:–C2Breverseauctions:DM&S–B2CandC2Cforwardauctions:DellComputers–C2Cforwardauctions:allofusateBayP24123ADellProductinanAuction24•2003年是中国网络购物市场发展的元年，B2C和C2C购物市场当年交易额都突破了10亿元，在市场成长阶段初期，由于相对C2C，B2C交易避免了信用和支付安全等问题，更容易被用户接受，因此交易额在2003年和2004年都高于C2C；•随着第三方支付平台的出现和信用评价体系的建立，C2C更灵活和自由的购物模式也得到越来越多用户的认可，C2C的交易额也得到了飞速增长。截止至2006年年底，中国B2C和C2C总体交易额分别为82亿元和230亿元25中国网络购物产业链中国C2C市场用户调研报告2006C2C用户月均收入2046元淘宝网用户占有率55.3%，eBay易趣31.3%2005年C2C用户购物平均支出944.5元用户通过C2C购买商品时主要考虑因素是卖家信誉使用最多的支付手段是第三方电子支付，占比51.5%第三方支付的赔付有待改善，出问题时63.1%的用户的赔付没有得到解决价格较实体店便宜是用户选择C2C购物的首选原因51.8%的用户表示未来会在C2C网站购买更多商品根据趋势预测，2006年C2C市场增长率为21.1%74.8%的用户认为C2C交易安全需要改善数据来源：易观国际272829303132Fundamentals•Dynamicpricingreferstoacommercetransactioninwhichpricesarenotfixed–Formsofdynamicpricing:•Negotiation（谈判）•Bargaining（议价）–Fourmajorconfigurationsdependinguponhowmanybuyersandsellersareinvolved:•Onebuyer,oneseller•Onebuyer,manypotentialsellers•Oneseller,manypotentialbuyer•Manysellers,manypotentialbuyers33TypesofDynamicPricing谈判、易货、议价反向拍卖、询价单、招标动态交易正向（普通）拍卖TypesofAuctions•Oneseller,manypotentialbuyers–Forwardauction（正向拍卖）:Anauctioninwhichaselleroffersaproducttomanypotentialbuyers35Oneseller,manypotentialbuyersEnglishAuction,AscendingPrice363738Oneseller,manypotentialbuyers•Yankeeauctions美国式拍卖(a)有多件相同的商品thereareseveralidenticalunitsforsale;(b)每个买家购买任何数量eachbiddermaypurchasemorethanoneunit;(c)竞价成功者支付其最高报价allwinningbidderspaytheirownprices;39Oneseller,manypotentialbuyers•Dutchauctions荷兰式拍卖若干同样的产品从高价开始逐渐降价的拍卖multipleidenticalitemsstartingathighpriceandmovinglower40AuctionClockforDutchFlowerAuctions414243444546474849•自由落体式拍卖Freefall(decliningprice)auction•Oneitemauctionedatatime•PricestartshighandisreducedatfixedtimeintervalsOneseller,manypotentialbuyers50Onebuyer,manypotentialsellers•Reverseauction（反向拍卖）:Auctioninwhichthebuyerplacesanitemforbid(tender招标)onarequestforquote(RFQ)system,potentialsuppliersbidonthejob,withpricereducingsequentially,andthelowestbidwins;usedmainlyinB2BandG2Be-commerce51Onebuyer,manypotentialsellers•密封式第一价格拍卖Sealed-bidfirst-priceauction—silentauction,onlyonebid;itemgoestohighestbidder•密封式第二价格拍卖Sealed-bidsecond-priceauction—itemawardedtohighestbidder,butatsecondbidTypesofAuctions•多个卖方，多个买方Buyersandtheirbiddingpricesarematchedwithsellersandtheiraskingpricesbasedonthequantitiesonbothsidesandthedynamicinteractionbetweenthebuyersandsellers•Stocks•Commodities•doubleauction双向拍卖2.Benefits•对于卖方的好处:–扩大顾客量缩短商业周期增加收入–优化价格–去中介化–更好的客户关系–流动性54Benefits•对于买方的好处:–有机会发现一些特殊物品和收藏品–讨价还价的机会–娱乐性–匿名性–便利性55Benefits•对于拍卖人的好处:–更高的重复购买率–网站更具黏性–扩展了拍卖业务563.Limitations•欺诈的可能性Possibilityoffraud–Maypurchaseadefectiveproductbuyingsightunseen–Fraudrateisveryhigh•有限的参与者Limitedparticipation–Invitationonly–Opentodealersonly•安全性Security–C2Cauctionsnotnecessarilysecure–B2Bauctionsconductedonhighlysecureprivatelines•软件问题Software–Fewoff-the-shelfpackagesthatcanhandleauctions–“Bestpractices”stillbeingdefined574EconomicImpacts•拍卖作为一种协调机制Auctionsasacoordinationmechanism—establishequilibriuminprice•拍卖作为确定价格的社会机制Auctionsasasocialmechanismtodetermineaprice•拍卖作为影响力强的销售机制•拍卖作为电子商务的组成部分电子拍卖的过程595.AuctionProcessandSoftwareSupport•第一阶段：搜索和比较（Phase1:Searchingandcomparing）–大范围搜索和比较–自动搜索服务–浏览网站分类目录–基本和高级搜索60AuctionProcessandSoftwareSupport(cont.)•第二阶段：开始拍卖（Phase2:Gettingstartedatanauction）Registrationandprofiling（注册建立档案）Listingandpromoting（陈列和促销）Pricing（定价）61Bidwatchingandmultiplebiddings（竞价监视和多处竞价）Auto-snipping（自动截止）E-proxybidding（电子代理竞价）第三阶段：实际竞价Phase3:TheactualbiddingPhase4:Post-auctionfollow-upPostauctionnotifications（拍卖完成通知）•Biddingnotifications•End-of-auctionnotices•Sellernotices•Postcardsandthank-younotesUsercommunication（用户交流）•Chatgroups•Mailinglists•MessageboardsFeedbackandrating（反馈和评级）63Phase4:Post-auctionfollow-upInvoicingandbilling(发票和账单)Paymentmethods（支付方式）Electronictransferservice（电子支付服务）Escrowservice（第三方托管/支付服务）Credit-cardpayment（信用卡支付）Shippingandpostage（装运和邮资）–Internetshippers（网上托运）–Internetpostage（网上邮资）综合拍卖站点的组成集成化拍卖商业模型666.AuctionsonPrivateNetworks•PigsinSingaporeandTaiwan–Conductedonprivatenetworksmorethan10years–Forwardauctionofpigsthatarebroughttoaphysicalsitewhiledataisdisplayedtobidders–Computersmonitorbidder’sfinancialcapability676.AuctionsonPrivateNetworks•CarsinJapan’sAucnet–Auctionedusedcarstodealersontelevision–Movedtoprivatenetwork,thenontoInternetandintotheU.S.butclosedin1998–TodayinJapantheseauctionssell:•Computerhardware•Software•Serviceslikeinsuranceandleasing•LivestockinAustralia—electroniconlinesystemfortradingcattleandsheep697.FraudinAuctionsandItsPrevention•Typesofe-auctionfraud–Bidshielding（竞价盔甲）–Shilling（托儿）–Fakephotosandmisleading虚假照片和误导–Impropergradingtechniques不正确的评级–Sellingreproductions出售复制品–Highshippingcostandhandlingfees–Failuretoshipmerchandise–Lossanddamageclaims–Switchandreturn70