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Chapter6:OnlineAuctions,VirtualCommunities,andWebPortalsElectronicCommerce,SeventhAnnualEditionElectronicCommerce,SeventhAnnualEdition2ObjectivesInthischapter,youwilllearnabout:•Originsandkeycharacteristicsofthesevenmajorauctiontypes•StrategiesforWebauctionsitesandauction-relatedbusinesses•VirtualcommunitiesandWebportalsElectronicCommerce,SeventhAnnualEdition3Case-eBay•In1995,PierreOmidyar,inhissparetime,operatingasmallpersonalwebsitethatprovidedupdatesontheEbolavirus.•HebuiltasmallauctionfunctionintohissiteandcalleditAuctionWeb.•Bytheendofitssecondyearinoperation,itwasrenamedeBay,hadauctionedover$95millionworthofgoodsandwasshowingasmallprofit.•In1997,Omidyarobtained$5millioninfundingfromBenchmarkCapital.•In1998,eBayoffereditsstocktothepublic.•LikemanyInternetcompanies,eBayexperiencedextremelyrapidgrowth.Unlikemanyofthenewdot-comcompaniesofthetime,eBaywasprofitablefromitsinception(起初).ElectronicCommerce,SeventhAnnualEdition4Case-eBay•Injustthreeyears,eBayestablisheditselfasthedominantwebsiteforgeneralconsumerauctionswithover2millionregisteredbuyersandsellers.•BecauseeBaywasoneofthefirstauctionwebsitesandbecauseitpursuedanaggressivepromotionstrategy,ithasbecomethefirst-choicesiteformanypeoplewhowanttoparticipateinauctions.•EBay’searlyadvantageintheonlineauctionbusinesswillbeverydifficultforcompetitorstoovercome.ElectronicCommerce,SeventhAnnualEdition56.1AuctionOverview–6.1.1OriginsofAuctions•TheearliestwrittenrecordsofauctionsarefromBabylonanddatefrom500BC.•Auctionbecamecommonactivitiesin17th-centuryEngland.•The18thcenturysawthebirthoftwoBritishauctionhouses–Sotheby’s(1744)–Christie’s(1766)ElectronicCommerce,SeventhAnnualEdition66.1.1OriginsofAuctions•Inanauction,aselleroffersanitemforsale,butdoesnotestablishaprice•Bidders（出价人）–Potentialbuyers•Bids（出价）–Pricesbiddersarewillingtopayforanitem•Shillbidders（雇佣出价人，托）–Insomeauctions,peopleemployedbythesellerortheauctioneercanmakebidsonbehalfoftheseller.Thesepeoplearecalledshillbidders.–Canartificiallyinflatethepriceofanitem–Maybeprohibitedfrombiddingbytherulesofaparticularauction.ElectronicCommerce,SeventhAnnualEdition7何时罢手？•假设你自己正跟其他60位经理人一起上高层主管进修班。头一天，教授从口袋里掏出一张20美元的钞票当众宣布：–我要拍卖这张钞票，你们可以参加拍卖，也可以只看人家竞拍，悉听尊便。愿意竞拍者，可以按1美元的倍数叫价，直到没有人继续出价，这时候，出价最高者将支付自己报出的金额，赢得这20美元。本次拍卖，只有一条规则跟传统的拍卖不同，那就是出价第二的人必须支付自己所报出的金额，虽然那个人不能赢得这20美元。•竞拍开始的时候，你会举手出价吗？ElectronicCommerce,SeventhAnnualEdition86.1.2Typesofauctions•Englishauction英式拍卖•Dutchauction荷兰式拍卖•First-pricesealed-bidauction密封递价最高价拍卖•Second-pricesealed-bidauction密封递价次高价拍卖•Doubleauction(open-outcry)开放出价双重拍卖•Doubleauction(sealed-bid)密封递价双重拍卖•Reverseauction(seller-bid)逆向拍卖ElectronicCommerce,SeventhAnnualEdition9EnglishAuctions•InEnglishauctions,bidderspubliclyannouncetheirsuccessivehigherbidsuntilnohigherbidisforthcoming.Alsocalled:–ascending-priceauction（出价逐升式拍卖）–Openauctionoropen-outcryauction•Bidsarepubliclyannounced•Minimumbid（起价）–Thepriceatwhichanauctionbegins–Ifnobiddersarewillingtopaythatprice,theitemisremovedfromtheauctionandnotsold.•Reservepriceorreserve（保留价）–Minimumacceptablepriceestablishingbysellers–Ifthereservepriceisnotexceed,theitemiswithdrawnfromtheauctionandnotsold.ElectronicCommerce,SeventhAnnualEdition10EnglishAuctions(continued)•Yankeeauctions（美式拍卖）–Englishauctionsthatoffermultipleunitsofanitemforsaleandallowbidderstospecifythequantitytheywanttobuy–Thehighestbidderisallottedthequantityheorshebid;ifitemsremainaftersatisfyingthehighestbidder,thoseremainingitemsareallocatedtosuccessivelower(next-highest)biddersuntilallitemsaredistributed–Allsuccessfulbiddersreceivethequantityofitemsonwhichtheybid,theyonlypaythepricebidbythelowestsuccessfulbidder.•Disadvantages–Forsellers:Winningbidderstendnottobidtheirfullprivatevaluationswhichpreventsellersfromobtainingthemaximumpossibleprice–Forbidders:Biddersriskbecomingcaughtupintheexcitementofcompetitivebiddingandthenbiddingmorethantheirprivatevaluations.•winner’scurse（赢家诅咒）:thepsychologicalphenomenonElectronicCommerce,SeventhAnnualEdition11DutchAuctions•Dutchauctions–Aformofopenauction–biddingstartsatahighpriceanddropsuntilabidderacceptstheprice–arealsocalleddescending-priceauctions（出价逐降式拍卖）•Oftenbetterfortheseller–Thebidderwiththehighestprivatevaluationwillnotletthebiddropmuchbelowthatvaluationforfearoflosingtheitemtoanotherbidder–Goodformovinglargenumbersofcommodityitemsquickly•ColdwaterCreekusedDutchauctionstosellcloseoutitems•In2004,GoogleusedDutchauctiontosellitsstocktoinvestors(thefinancialcommunity:highlyinnovativeandsuccessful)ElectronicCommerce,SeventhAnnualEdition12OtherTypesofAuctions•Sealed-bidauctions密封递价拍卖–Bidderssubmittheirbidsindependentlyandareusuallyprohibitedfromsharinginformationwitheachother•First-pricesealed-bidauction密封递价最高价拍卖–Highestbidderwins•Second-pricesealed-bidauction密封递价次高价拍卖–Highestbidderisawardedtheitematthepricebidbythesecond-highestbidder–AlsocommonlycalledVickreyauction（WilliamVickrey）–Ityieldshigherreturnsfortheseller•Encouragesallbidderstobidtheamountsoftheirprivatevaluations•Reducesthetendencyforbidderstocollude（串通）•Becausethewinningbidde