1、Chapter 6,Web Auctions, Virtual Communities, and Web Portals,Learning Objectives,In this chapter, you will learn about: Origins and key characteristics of the six major auction types 六种主要拍卖的起源和关键特征 Strategies for Web auction sites and auction-related business 拍卖网站和相关业务的战略 Virtual communities and por
2、tals 虚拟社区和门户网站,6.2 Auction Overview 拍卖概述,Online auctions provide a business opportunity that is perfect for the Web. 网上拍卖在许多方面为网络提供了一个极好的业务机会。 An auction site can charge both buyers and sellers to participate, and it can sell advertising on its page. 拍卖网站可向参加拍卖的买家和卖家都收钱，还可以出售网页上的广告版面。 Web auctions c
3、an provide a general auction site that has sections devoted to specific interests. 网上拍卖可以迎合某些特殊兴趣的人，建立一个大众拍卖网站。,6.2.1 Origins of Auctions拍卖的起源,Auctions became common activities in 17th-Century England. 拍卖在17世纪的英国很流行。 The 18th Century saw the birth of two British auction houses Sothebys in 1774 and C
4、hristies in 1766. 18世纪出现了两家英式拍卖行1744年成立的索斯比拍卖行和1766年成立的克里斯蒂拍卖行 Colonial auctions were used to sell farm equipment, animals, tobacco, etc. 美洲殖民地时期的拍卖包括：农场设施、动物、烟草等。,Origins of Auctions拍卖的起源,In an auction, a seller offers an item up for sale, but does not establish a price. 拍卖时，卖家提供用来出售的一件或多件物品，但并不定价。
5、 Potential buyers are given information about the item or some opportunity to examine the item; they can then offer bids. 拍卖行只想潜在的购买者提供有关拍卖品的信息，或提供检查拍卖品的机会，然后就让他们出价，就是他们愿意购买拍卖品的价格。,6.2.2 English Auctions英式拍卖,Bidders publicly announce their successive higher bids until no higher bid is forthcoming in
6、 the English auction. 在英式拍卖中，出价人叫的价格一个比一个高，直到没有人出更高的价格为止。 The auctioneer pronounces the item sold to the highest bidder at that bidders price. 此时，拍卖师就宣布，这件物品按最后一个出价的价格，卖给出价最高的人。 An English auction is an open auction because the bids are publicly announced. 英式拍卖是开放式拍卖，因为出价是公开宣布的。,English Auctions英式拍卖
7、,An English auction has a minimum bid or reserve price. 英式拍卖会有起拍价或保留价。 English auctions that offer multiple units of an item for sale and that allow bidders to specify the quantity they want to buy are called Yankee auctions. 如果每种拍卖品有很多数量，允许出价人指定购买量的英式拍卖称为美式拍卖。,6.2.3 Dutch Auctions荷兰式拍卖,The Dutch au
8、ction is a form of open auction in which bidding starts at a high price and drops until a bidder accepts the price. 荷兰式拍卖也是一种开放式拍卖，他的出价从高价开始，一直降到有出价人接受这个价格为止。 Dutch auctions are also called descending-price auctions. 荷兰式拍卖业称为出价逐降式拍卖。 Dutch auctions are particularly good for moving large numbers of c
9、ommodity items quickly. 荷兰式拍卖尤其适合迅速卖掉大量商品。,6.2.4 First-Price Sealed-Bid Auctions 密封递价最高价拍卖,In sealed-bid auctions, bidders submit their bids independently and are usually prohibited from sharing information with each other. 在密封递价拍卖方式中，出价人各自递交自己的出价，通常不允许相互协商。 In a first-price sealed-bid auction, the
10、highest bidder wins. 在密封递价最高价拍卖中，出价最高的出价人获胜。,6.2.5 Second-Price Sealed-Bid Auctions 密封递价次高价拍卖,The second-price sealed-bid auction is the same as the first-price sealed-bid auction except that the highest bidder is awarded the item at the price bid by the second-highest bidder. 密封递价次高价拍卖和密封递价最高价拍卖类似，
11、只是出价人是按照出价第二高的出价人所出的价格来购买拍卖品。 Second-price sealed-bid auctions are commonly called Vickrey auctions. 密封递价次高价拍卖通常也称为维式拍卖,6.2.6 Double Auctions双重拍卖,In a double auction, buyers and sellers each submit combined price-quantity bids to an auctioneer. 在双重拍卖中，买家和卖家都向拍卖师同时递交价格和数量来出价。 The auctioneer matches t
12、he sellers offers to the buyers offers until all the quantities offered for sale are sold to buyers. 拍卖师把卖家的要约与买家的要约进行匹配，直到要约提出的所有出售数量都卖给了买家。 Double auctions can be operated in either sealed-bid or open-outcry formats. 双重拍卖既可以按照密封递价，也可以按照开放出价的方式进行。,表6-1 Six Auction Types6种主要拍卖形式,表6-1 Six Auction Typ
13、es6种主要拍卖形式,拍卖的类型基本特点 英式拍卖从低价开始，出价增加到没有人愿意出更高的价格为止。 荷兰式拍卖从高价开始，出价自动降低，直到有出价人接受这个价格为止。 密封递价最高价拍卖密封递价过程，出价最高的人按最高出价付款。 密封递价次高价拍卖密封递价过程，出价次高的人按最高出价付款。 开放出价双重拍卖买家和卖家同时递交价格和数量来出价，他们都可以根据从其他人出价中获得的消息来修改出价。 密封递价双重拍卖买家和卖家同时递交价格和数量来出价，他们不可以修改出价。,6.3 Web Auctions and Related Businesses网上拍卖与相关业务,Web auctions ar
14、e one of the fastest-growing segments of online business today. 现在网上拍卖是成长最迅速的网上业务。 Business analysts predict that Web auctions will account for 40% of all electronic commerce by 2004. 到2004年，网上拍卖会占到整个电子商务业务量的40% Three broad categories of auction Web sites are emerging: general consumer auctions, spe
15、cialty consumer auctions, and business-to-business auctions. 网上拍卖可以分成三种类型： 普通消费品拍卖；特殊消费品拍卖；和企业间的拍卖。,6.3.1 General Consumer Auctions 普通消费品拍卖,One of the most successful consumer auction Web sites is eBay. eBay是最成功的消费品拍卖网站之一 The eBay home page includes links to categories of items. eBay的主页上面包括多种物品的链接 S
16、ellers pay eBay a listing fee and a sliding percentage of the final selling price. 卖家要支付事先同意的固定费用，还要按最终销售价格的百分比付费。 Buyers pay nothing to eBay. 买家不用付费用。,General Consumer Auctions 普通消费品拍卖,The most common format used on eBay is a computerized version of the English auction. eBay网站最常用的一种拍卖方式是计算机版的英式拍卖 A
17、nother auction type offered by eBay is an increasing-price format for multiple item auctions that eBay calls a Dutch auction. eBay提供的另一种拍卖形势是大众拍卖的增量形式， eBay把它称为荷兰式拍卖 In either type of eBay auction, bidders must constantly monitor the bidding activity. 在eBay的任何一种拍卖形式中，出价人都必须不断地监视出价情况,General Consumer
18、 Auctions 普通消费品拍卖,Times Mirror started Auction Universe in 1997 and sold it in 1998 to the Classified Ventures. It then closed in August 2000. 拍卖世界网站是由其母公司时代明镜公司于1997年开办的，后于1998年卖给了Classified Ventures公司，并于2000年8月关闭。 Portal sites, such as Yahoo! and Excite, have created auctions. 现在，一些门户网站也已经开通了拍卖业务。
19、例如： Yahoo! and Excite 网站,General Consumer Auctions 普通消费品拍卖,A has also recently expanded its business to include auctions. 亚马逊网站最近也进入了拍卖领域 Amazons Auction Guarantee agreed to reimburse any buyer not satisfied with listed merchandise that cost $250 or less. 亚马逊提供的“拍卖担保”对买家承诺，一旦发生货不相符，将有亚马逊来进行补偿，赔偿限额控制
20、在250美元以内。（购买更贵物品的买家可以通过第三方的代管契约服务来保护自己） A third party escrow service holds the buyers payment until he or she receives and is satisfied with the purchased item. 第三方的代管契约服务会先保存买家的付款，直到收到所购物品并对质量满意后，再把货款付给卖家。,6.3.2 Specialty Consumer Auctions 特殊消费品拍卖,Some Web auction sites exist to meet the needs of s
21、pecialty market segments. 一些网站决定针对特定的细分市场来开展服务 The CNET.com technology portal site is devoted to computers. CNET.com技术门户网站就只拍卖计算机。 Golf Club Exchange Web auction site is for golfers. 高尔夫俱乐部交易网站就只为高尔夫选手服务 Coin collectors are attracted to sites, such as Coin Universe. 吸引钱币爱好者的网站就有Coin Universe,6.3.3 B
22、usiness-to-Business Web Auctions企业间的拍卖,Business-to-business auctions evolved to meet a specific need, such as handling excess inventory. 企业间的网上拍卖的出现主要是满足非常特殊的需求，例如，处理过剩的存货。 Large companies may create their own auction sites that sell excess inventory. 大公司有自己的网站出售过剩的存货 A third-party Web auction site
23、takes the place of the liquidation broker and auctions excess inventory. 第三方拍卖网站取代清算经纪公司，拍卖过剩的存货。,Business-to-Business Auctions 企业间的拍卖,Ingram Micro now auctions those items to its established customers through the Auction Block site. 英迈公司现在则通过Auction Block网站来把东西拍卖给客户 CompUSA builds its own auction s
24、ite to dispose of obsolete inventory. CompUSA公司决定建立自己的拍卖网站来处理陈旧货物。 Examples of third-party Web auction sites are 第三方拍卖网站的例子有： Auction IT for computer equipment, Going, GoingSold! for lab equipment, FastP for electronic components.,6.3.4 Auction-Related Services 拍卖相关服务,A common concern among people b
25、idding in Web auctions is the reliability of the sellers. 人们在网上竞买中普遍担心卖家的可靠性。 When purchasing high-value items, buyers can use an escrow service to protect their interests. 购买更贵物品的买家可以通过第三方的代管契约服务来保护自己 Escrow services, such as Escrow.ca and SafeB, are examples. 代管契约服务，例如Escrow.ca and SafeB就是范例 Anoth
26、er service offered by some firms on the Web is a directory of auctions, such as A and the “Auction Watch” sites. 有些公司在网上提供的另一种服务是拍卖目录。 例如： A and the “Auction Watch” 网站,6.3.5 Seller-Bid Auctions and Group Purchasing Sites 卖家出价拍卖与集体购买网站,Another auction model, in which sellers bid the prices at which t
27、hey are willing to sell, is called a reverse auction. 另一种拍卖模式是由商品或服务的卖家来投标，也称为逆向拍卖 On a group purchasing site, the seller posts an item with a price. As individual buyers enter bids on an item, the site can negotiate a better price with the items provider. 在集体采购网站上，卖家公布某个物品的价格。当某个买家就某个物品投标时，网站就和卖家商定
28、一个更低的价格。 R and P are examples.,Seller-Bid Auctions and Group Purchasing Sites 卖家出价拍卖与集体购买网站,Many of the marketplaces that businesses are creating to conduct B2B transactions include auctions and reverse auctions. 企业建立各种电子集市来进行企业间的B2B交易，这些电子集市大多都支持拍卖和逆向拍卖。,6.4 Virtual Community and Portal Strategies虚
29、拟社区和门户网站战略,Three key elements are required to make a virtual community: 构建一个虚拟社区需要三个关键的条件： Cellular-satellite (mobile) communications technology 蜂窝/卫星通信技术 Software agents 软件代理程序 Electronic marketplaces 电子集市,6.4.1 Mobile Commerce移动商务,6.4.2 Electronic Marketplace电子集市,6.4.3 Intelligent Software Agents
30、智能软件代理,A virtual community is a gathering place for people and businesses that do not have a physical existence. 虚拟社区是个人和公司聚集的虚拟场所。 Virtual communities exist on the Internet in various forms, including Usenet newsgroups, chat rooms, and Web sites. 虚拟社区是以虚拟形式存在于互联网上，包括新闻组、聊天室和网站。 Virtual communities
31、help companies, customers, and suppliers to plan, collaborate, transact business, and interact in ways that benefit all of them. 虚拟社区帮助公司、客户以及供应商以一种对彼此都有利的方式进行计划、合作、处理业务和互动。,Virtual Community and Portal Strategies 虚拟社区和门户网站战略,Most Web communities are business-to-consumer strategy implementations. 大多
32、数网上社区是B2C的战略实施 Some successful B2B virtual communities have emerged. 一些成功的B2B虚拟社区正在出现。 Distance learning platforms such as Blackboard and WebCT include bulletin boards, chat rooms, etc. Blackboard and WebCT等远程教学平台提供的工具包括公告板、聊天室和绘图板等,6.4.5 Virtual Communities虚拟社区,6.4.6 Early Web Communities 早期的网上社区,O
33、ne of the first Web communities was the WELL community. 最早的一个网上社区是WELL（全球电子互联） Member of the WELL pay a monthly fee to participate in its forums and conferences. WELL的会员每月要付费来参加讨论和会议 In 1995, Beverly Hills Internet opened a virtual community site. 1995年，网上贝弗利山庄开办了一个虚拟社区网站,6.4.7 Web Community Consoli
34、dation 网上社区的合并,Virtual communities for consumers can continue as money-making propositions, or at least cover their expenses if they offer something sufficiently valuable to justify a charge for membership. 如果虚拟社区能够提供足够的价值让消费者愿意付费，就可能实现盈利。 Most virtual communities have been unable to support themsel
35、ves. 多数虚拟社区不能做到自负盈亏 Most virtual communities have closed or been sold to companies like Yahoo!. 它们不是关闭就是被Yahoo!等网站收购。,6.4.8 Web Portal Strategies 门户网站战略,By the late 1990s, virtual communities were selling advertising to generate revenue. 直到20世纪90年代末期，虚拟社区才靠出售广告来挣钱。 Search engine, entertainment, and
36、Web directory sites were also selling advertising to generate revenue. 搜索引擎、网上娱乐和网络目录也是靠出售广告来获利。 Beginning in 1998, a wave of purchases and mergers occurred among these sites. 从1998年开始，这些网站兴起了一股收购和合并的浪潮,Web Portal Strategies 门户网站战略,The new sites that emerged still used an advertising-only revenue ge
37、neration model and included all the features offered by virtual communities, search engines sites, Web directories, information and entertainment sites. 新的网站包括虚拟社区网站、检索引擎网站、网络目录网站和其他提供信息与娱乐网站所能提供的所有特色，广告仍然是唯一的收入来源。,Advertising-Supported Web Portals 广告支持的门户战略,Many Web observers believe that Web porta
38、l sites will be the great revenue-generating businesses of the future. 许多网络观察家认为门户网络是未来最能盈利的业务。 Adding portal features to the existing sites is a wise business strategy. 在现有网站上增加门户网站功能是一个很好的业务策略 One rough measure of stickiness is how long each user spends at the site. 衡量黏度的一个粗略指标是每个用户在网站上滞留的时间,Adver
39、tising-Supported Web Portals 广告支持的门户战略,Advertising-Supported Web Portals 广告支持的门户战略,Web Portal Strategies网上门户战略,Industry observers predicting success for Web portals may be correct. 行业观察家普遍认为门户网站会获得成功 The companies that run Web portals certainly believe in the power of portals. 运营门户网站的公司当然相信门户网站的潜力 M
40、any large organizations have built internal Web portals to provide information to their employees. This creates an online community and saves significant amounts of money that would normally be spent on printing and distributing memos. 越来越多的大企业建立门户网站为员工提供信息，由此产生的网上社区替代了传统的打印与分发工作，节约了大量的办公费用,Mixed-Mo
41、del Web Portals 混合模式的门户网站,One of the most successful Web portals is AOL, which has always charged a fee to its users and which has always run advertising on its site. AOL是最成功的门户网站之一，他一直向用户收费并在网站上发布广告。 Many Web portals that are now struggling with their advertising-supported revenue models have been
42、moving gradually towards AOLs strategy. 许多正在挣扎的门户网站正在逐步从广告支持盈利模式转向AOL模式 Yahoo! now charges for the Internet phone service that had been free. Yahoo! 已开始对原来免费的网上电话收费 Although Yahoo! still offers free e-mail accounts, it now sells other features. 虽然Yahoo! 还提供免费的电子邮件账户，但现在对新的增值服务开始收费,复习题,1、消费者拍卖网站eBay允
43、许卖家进行所谓的荷兰式拍卖，访问eBay网站了解这种拍卖的运作方式。 2、什么是保留价格？解释用保留价格如何影响拍卖过程和拍卖结果，（不要超过200字） 3、用三段话列出并简述企业间拍卖中的三种模式。 4、代管契约服务公司提供哪些服务？指出采用代管契约服务的优缺点？（不要超过300字） 5、简述我们学校或某个公司的内部门户网站靠那些特色来吸引和留住访问者？这些特色为什么会有吸引力？,1、The consumer auction site eBay allows seller to conduct what it calls a “Dutch auction”. Examine the eBay
44、 Web site to find information about how an eBay Dutch auction works. Is eBays version of a Dutch auction a true Dutch auction (as defined in the chapter)? Explain why or why not in two or three paragraphs. Simply, eBays Dutch auction is really a Yankee auction; sellers put up multiple items and buye
45、rs bid on a quantity. The lowest successful bidders price is then the winning bid, but the quantities are offered from the highest bidder to the lowest until there are no more items.,2、In approximately 200 words, define the term reserve price and explain how the use of a reserve price can affect the
46、 progress and outcome of an auction. A reserve price is a minimum; even though the bid may start at a very low price, there will be no winner unless the bids reach a reserve price set by the seller. If the reserve is set too high, no one may win the auction.,3、Write three paragraphs in which you nam
47、e and briefly describe each of the three emerging models for business-to-business Web auctions. The large company model is where the business creates its own auction site to sell excess inventory. The small company model is where the business has a third-party Web auction site take the place of the
48、liquidation broker to sell excess inventory, and the third model is similar to consumer Web auctions.,4、In about 300 words, describe the services offered by an online auction service. Name one advantage and one disadvantage of using an escrow service. An escrow service will hold the buyers funds unt
49、il the buyer has received the merchandise and is satisfied; this is primarily used for high ticket items. The advantage to the buyer is that they can be sure they are getting what they paid for in the auction. The disadvantage is that a buyer can be dissatisfied about almost anything and the seller
50、must wait for a decision.,5、In 500 words, describe the elements that you would include in a an internal Web portal for students at your school or for employees at your company. Provide one advantage for each element that your school or company would gain by including that element in its internal Web portal design. Responses may vary, but the students should focus on items that they can offer other students, such as school clothing, grade lookups, information, and so on. Advantages include a centralized location for all these items.,
