electronic commerce 043002 chapter 6: online auctions, virtual communities, and web portals dr. jing...
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Electronic Commerce043002
Chapter 6: Online Auctions, VirtualCommunities, and Web PortalsDr. Jing Zhou
Dr. Jing Zhou - School of Computer Science, Communication University of China, Beijing; email [email protected]; © 2007
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Learning 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
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Key Terms
ascending-price auction 出价逐升式拍卖 auction consignment service 拍卖委托服务 auctioneer 拍卖员 bid 出价 bidder出价人 consumer-to-business 消费者企业间电子商务 descending-price auction 出价逐降式拍卖 double auction 双重拍卖 Dutch auction 荷兰式拍卖 English auction 英式拍卖
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Key Terms
escrow service 代管契约服务 first-price sealed bid auction 密封递价最高价拍卖 group purchasing site 集体采购网站 intelligent software agent (software robot or bot) 智能软件代理
liquidation broker 清算经济公司 lock-in effect 锁定效应 minimum bid 出价的起价 minimum bid increment 出价的最小增价 monetizing 货币化 online community 在线社区
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Key Terms open auction (open-outcry auction) 开放式拍卖(开放出价拍卖)
open-outcry double auction 开放出价双重拍卖 private valuation 预估价 proxy bid 委托出价 reserve price (reserve) 保留出价(保留价) reverse auction (seller-bid auction) 逆向拍卖(卖方出价拍卖)
reverse bid 逆向出价 sealed-bid auction 密封递价拍卖 second-price sealed-bid auction 密封递价次高价拍卖
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Key Terms shill bidder 雇佣出价人 snipe 狙击 sniping software 狙击软件 third-party assurance provider 第三方担保者 Vickrey auction 维氏拍卖 virtual community 虚拟社区 virtual learning community 虚拟学习社区 Web community 网上社区 winner’s curse 胜者的苦恼 Wireless Application Protocol (WAP) 无线应用协议 Yankee auction 美式拍卖
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Origins (起源 ) of Auctions
In an auction (Sotheby, Christie) Seller offers an item for sale, but does not establish
price Bidders (出价人 )
Potential buyers Bids (出价 )
Prices bidders are willing to pay for an item Shill bidders (雇佣出价人 )
Can artificially inflate (使膨胀 ) the price of an item
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English Auctions ( 英式拍卖 ) Bidders publicly announce their successive higher bids
until no higher bid is forthcoming (ascending-price auction, 出价逐升式拍卖 )
Open auction (open-outcry auction, 开放式出价的拍卖 ) Bids are publicly announced
Minimum bid (起价 ) The price at which an auction begins
Reserve price (保留价格 ) Minimum acceptable price
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English Auctions Cont’d
Yankee auctions (美式拍卖 ) English auctions that offer multiple units of an
item for sale and allow bidders to specify the quantity they want to buy
Disadvantages Winning bidders tend not to bid their full private
valuations (预估价 )
Bidders risk becoming caught up in the excitement of competitive bidding
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Dutch Auctions ( 荷式拍卖 )
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 bidder accepts price
Often better for the seller
Good for moving large numbers of commodity items quickly
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Other Types of Auctions
Sealed-bid auctions (密封递价拍卖 ) Bidders submit their bids independently
First-price sealed-bid auction (密封递价最高价拍卖 ) Highest bidder wins and is awarded the item
Second-price sealed-bid auction (密封递价次高价拍卖 ) Highest bidder is awarded the item at the price bid by the second-highest bidder, also known as Vickrey auction
Open-outcry double auctions (开放出价双重拍卖 ) Buy and sell offers (要约 ) are shouted by traders standing
in a small area on the exchange floor
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Other Types of Auctions Cont’d Sealed-bid double auctions (密封递价双重拍卖 )
In double auctions, buyers and sellers each submit combined price-quantity bids to an auctioneer
Reverse (Seller-bid, 卖家出价 ) auctions (逆向拍卖 ) Multiple sellers submit price bids to an auctioneer who
represents a single buyer
Bids are for a given amount of a specific item that the buyer wants to purchase
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Online Auctions and Related Businesses
Three categories of auction Web sites
General consumer (普通消费品 ) auctions
Specialty consumer (特殊消费品 ) auctions
Business-to-business (企业间 ) auctions
Largest number of transactions
Occurs on general consumer auction sites
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General Consumer Auctions
Most common format used on eBay Computerized version of the English auction
eBay English auction Allows seller to set a reserve price Bidders are listed Bid amounts are not disclosed until after auction Allows sellers to specify that an auction be made
private
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Specialty Consumer Auctions
Specialized Web auction sites Meet the need of special interest market
segments Specialty consumer auction sites
Golf Club Exchange, Cigarbid.com, and Winebid Gain an advantage by identifying a strong market
segment with readily identifiable products that are desired by people with relatively high levels of disposable income
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Consumer Reverse Auctions and Group Purchasing Sites
Reverse bid (逆向出价 )
Buyer can accept lowest offer or the offer that best matches buyer’s criteria
Priceline.com
Completes many of its transactions from an inventory
Operates more as a liquidation broker (清算经济公司 )
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Consumer Reverse Auctions and Group Purchasing Sites Cont’d
Group purchasing (集体采购) site
Seller posts an item with a price
As individual buyers enter bids, site can negotiate better price with the item’s provider
Posted price ultimately decreases as number of bids increases
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Business-to-Business Auctions
Liquidation brokers (清算经济公司 )
Firms that find buyers for unusable inventory items
Online auctions
Logical extension of inventory liquidation activities to a new and more efficient channel, the Internet
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Business-to-Business Auctions Cont’d Ingram Micro
Major distributor of computers and related equipment to value-added resellers
Often finds itself with outdated items turned over to liquidation brokers
Now auctions those items to its established customers through its internally operated auction site
Auction prices received average about 60 percent of the items’ costs
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Business-to-Business Reverse Auctions
U.S. Navy and the federal government’s General Services Administration (美国海军和联邦服务管理局 ) Experimenting with reverse auctions
Need for trust and long-term strategic relationships with suppliers Makes reverse auctions less attractive in some
industries
Use of reverse auctions Replaces trusting relationships with a bidding activity
that pits (使竞争 ) suppliers against each other
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Auction-Related Services
Auction escrow services ( 代管契约服务 ) An independent party that
Holds buyer’s payment until buyer receives purchased item and is satisfied with it
Auction directory and information services Offer guidance for new auction participants Offer helpful hints and tips for more experienced
buyers and sellers along with directories of online auction sites
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Auction-Related Services Cont’d
Auction software
For sellers
Software offer services that can help with or automate tasks such as image hosting
For buyers
Sniping software (狙击软件 ) observes auction progress and places a bid high enough to win the auction
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Auction-Related Services Cont’d
Auction consignment (委托 ) services
Create online auction for an item
Handle the transaction
Remit balance of proceeds (收益 )
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Virtual Communities and Web Portals Cellular-satellite communications technology (蜂窝 /卫星通信技术 ) Can be packaged with
Notebook computers
Personal digital assistants (PDAs)
Mobile phones
Wireless Application Protocol (WAP) Allows Web pages formatted in HTML to be displayed on
devices with small screens
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Web Page Displayed on a PDA
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Electronic Marketplaces
Marketplaces
Can serve people who want to buy and sell a wide range of products and services
AvantGo
Provide PDAs with downloads of Web site contents, news, restaurant reviews, and maps
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Intelligent Software Agents ( 智能软件代理 )
Programs that search the Web and find items for sale that meet a buyer’s specifications
Some software agents Focused on a particular category of product
Track ratings of buyer and seller reputations
Find the lowest price for an item
Simon One of the best shopping agents currently available
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Virtual Communities ( 虚拟社区 )
Gathering place for people and businesses that does not have physical existence
Exist on the Internet in various forms
Usenet newsgroups
Chat rooms
Web sites
Offer people a way to connect with each other and discuss common issues and interests
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Virtual Communities Cont’d
Virtual learning community (虚拟学习社区 )
One form of virtual community (Blackboard and WebCT)
Can help companies, their customers, and their suppliers plan, collaborate, and transact business
Google Answers Gives people a place to ask questions then
answered by an expert for a fee
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Early Web Communities
The WELL ( “whole earth ‘lectronic link”, 全球电子互联 ) One of the first Web communities Predates the Web
Tripod Founded in 1995 in Massachusetts Offered its participants free Web page space,
chat rooms, news and weather updates, and health information pages
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Web Community Consolidation (合并 )
Virtual communities for consumers
Can succeed as money-making propositions (主张 ) if
They offer something sufficiently valuable to justify a charge for membership
Most virtual communities
Have been unable to support themselves and have either closed or been sold
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Web Portal Revenue Models
Strategies that build on combination of virtual communities and other activities
Advertising supported web portals
One rough measure of stickiness
How long each user spends at the site
Nielsen//NetRatings
Determines site popularity by measuring the number of unique visitors
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Web Portal Revenue Models Cont’d
Web portals
High visitor counts can yield high advertising rates
Companies that run Web portals
Believe in the power of portals
Add sticky features such as chat rooms, e-mail, and calendar functions
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Mixed Revenue Portals
Time Warner’s AOL unit
One of the most successful Web portals
Charged a fee to users and has always run advertising on its site
Yahoo!
Now charges for the Internet phone service originally offered at no cost
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Internal Web Portals
Run on intranets
Can save significant amounts of money by
Replacing the printing and distribution of paper memos, newsletters, and other correspondence
Can become a good way of creating virtual community among employees
Many companies are adding wireless connectivity to extend the reach of portal to employees
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Summary Companies are now using Web to
Operate auction sites, create virtual communities, and serve as Web portals
Consumer online auction business Dominated by eBay
B2B auctions Give companies a new and efficient way to
dispose of excess inventory B2B reverse auctions
Provide an effective procurement tool
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Summary
New companies have formed that Capitalize on Web’s ability to bring together
geographically dispersed people and organizations
Organizations are using mobile commerce to Sell goods and services to users of handheld
devices Companies are using internal Web portals to
Communicate with employees
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