電子商務(wù)第七講課件

Chapter6SocialNetworking,M-CommerceandOnlineAuctions耿立校

Email:lixgeng@Chapter6SocialNetworking,Chapter6SocialNetworking,M-CommerceandOnlineAuctionsLearningObjectivesAbouttheemergenceandgrowthofsocialnetworkingAboutmobiletechnologiesthatarenowusedtodobusinessonlineHowonlineauctionsandauction-relatedbusinesseshavebecomeamajornewcommercialactivityintroducedaspartofelectroniccommerceChapter6SocialNetworking,KeyItemsAppsAscending-priceauctionAuctionconsignmentservicesAuctioneerBiddersBidsBulletinboardsystems(BBSs)Consumer-to-businessDescending-priceauctionsDoubleauctionDutchauctionEnglishauctionEscrowserviceChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsAppsChapter6SociaKeyItemsFirst-pricesealed-bidauctionFirst-pricesealed-bidauctionGrouppurchasingsite(groupshoppingsite)Idea-basednetworkingIdea-basedvirtualcommunitiesJailbreakingLiquidationbrokersLock-ineffectMeetupMicroblogsMicrolendingMinimumbidMinimumbidincrementChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsFirst-pricesealed-biKeyItemsMobilecommerce(m-commerce)MobilewalletMonetizingOnlinecommunityOpenauction(open-outcryauction)Open-outcrydoubleauctionOpensourcesoftwareParticipatoryjournalismPrivatevaluationsProxybidReserveprice(reserve)Reverseauction(seller-bidauction)ReversebidChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsMobilecommerce(m-coKeyItemsRootingSealed-bidauctionSecond-pricesealed-bidauctionShillbiddersShortmessagingservice(SMS)SnipeSnipingsoftwareSocialnetworkingsiteSocialshoppingTabletdevicesTweetsUsenetUsenetnewsgroupsVickreyauctionsChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsRootingChapter6SocKeyItemsVirtualcommunityVirtuallearningnetworkWebcommunityWinner’scurseWirelessApplicationProtocol(WAP)YankeeauctionChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsVirtualcommunityChap6.1FromVirtualCommunitiestoSocialNetworks6.2MobileCommerce6.3OnlineAuctionsChapter6SocialNetworking,M-CommerceandOnlineAuctions6.1FromVirtualCommunitiest6.1.1VirtualCommunities6.1.2EarlyWebCommunities6.1.3SocialNetworkingEmerges6.1.4RevenueModelsforSocialNetworkingSites6.1FromVirtualCommunitiestoSocialNetworks6.1.1VirtualCommunities6.1FOnlineWebcommunitiesNotlimitedbygeographyIndividualsandcompanieswithcommoninterestsMeetonlineanddiscussissues,shareinformation,generateideas,anddevelopvaluablerelationshipsCompaniesmakemoneybyservingasrelationshipfacilitatorsCombineInternet’stransactioncost-reductionpotentialwithacommunicationfacilitatorrole6.1FromVirtualCommunitiestoSocialNetworksOnlineWebcommunities6.1FromVirtualcommunity(Webcommunity,onlinecommunity)GatheringplaceforpeopleandbusinessesNophysicalexistenceEarlyvirtualcommunitiesBulletinboardsystems(BBSs)Revenuesource:monthlyfeesandsellingadvertisingUsenetnewsgroupsMessagepostingareasonusenets虛擬社區(qū)是一個(gè)供人們圍繞某種興趣或者需求集中進(jìn)行交流的地方，它通過(guò)網(wǎng)絡(luò)，以在線的方式來(lái)創(chuàng)造社會(huì)和商業(yè)價(jià)值。

——《網(wǎng)絡(luò)利益》6.1.1VirtualCommunitiesVirtualcommunity(Webcommun1985:WELL(“wholeearth‘electroniclink”)OneofthefirstWebcommunities,predatestheWebMonthlyfeetoparticipateinforumsandconferences1995:BeverlyHillsInternetvirtualcommunitysiteTripodvirtualcommunityTCornellUniversityclassprojectRevenuesource:advertisingMostearlyWebcommunitybusinessesclosed6.1.2EarlyWebCommunities1985:WELL(“wholeearth‘elecSNSAllowindividualstocreateandpublishaprofile,createalistofotheruserswithwhomtheyshareaconnection(orconnections),controlthatlist,andmonitorsimilarlistsmadebyotherusersAstheInternetandWebgrew:ExperienceofsharingnewonlinecommunicationfadedNewphenomenoninonlinecommunicationbeganMultiplecommonbondsjoinedpeoplewithalltypesofcommoninterestsSocialnetworkingsites社交網(wǎng)站6.1.3SocialNetworkingEmergesSNSAllowindividualstocreateFIGURE6-1SocialnetworkingWebsites6.1.3SocialNetworkingEmergesFIGURE6-1SocialnetworkingW社交網(wǎng)站的理論基礎(chǔ)——六度分隔理論你和任何一個(gè)陌生人之間所間隔的人不超過(guò)六個(gè)，換言之最多通過(guò)六個(gè)人你就能夠認(rèn)識(shí)任何一個(gè)陌生人?！缃痪W(wǎng)站能夠流行的本質(zhì)6.1.3SocialNetworkingEmerges社交網(wǎng)站的理論基礎(chǔ)——六度分隔理論你和任何一個(gè)陌生人之間所間RobinDunbar根據(jù)社交網(wǎng)絡(luò)推斷，人類智力將允許人類擁有穩(wěn)定社交網(wǎng)絡(luò)的人數(shù)約為150人。1506=11390625000000

通過(guò)六個(gè)人，你與世界上任何一個(gè)陌生人建立聯(lián)系社交網(wǎng)站的理論基礎(chǔ)——150定律6.1.3SocialNetworkingEmergesRobinDunbar根據(jù)社交網(wǎng)絡(luò)推斷，人類智力將允許人類FIGURE6-2Leadingsocialnetworkingsitesaroundtheworld6.1.3SocialNetworkingEmergesFIGURE6-2Leadingsocialnetw6.1.3SocialNetworkingEmerges6.1.3SocialNetworkingEmerge6.1.3SocialNetworkingEmerges6.1.3SocialNetworkingEmergeBasicideabehindsocialnetworkingPeopleinvitedtojoinbyexistingmembersSiteprovidesdirectoryNewmembersworkthroughfriendsestablishedinthecommunity6.1.3SocialNetworkingEmergesBasicideabehindsocialnetwo6.1.3SocialNetworkingEmerges6.1.3SocialNetworkingEmergeSocialnetworkingWebsitesforshoppersSocialshoppingPracticeofbringingbuyersandsellerstogetherinasocialnetworktofacilitateretailsalesExample:,6.1.3SocialNetworkingEmergesSocialnetworkingWebsitesfoIdea-basedsocialnetworkingSocialnetworkingsitesformcommunitiesbasedonconnectionsamongpeopleIdea-basedvirtualcommunitiesCommunitiesbasedonconnectionsbetweenideasIdea-basednetworkingParticipatinginidea-basedvirtualcommunitiesExamples:delicious,6.1.3SocialNetworkingEmergesIdea-basedsocialnetworking6.VirtuallearningnetworksDistancelearningplatformsforstudent-instructorinteraction(Blackboard)Toolsinclude:Bulletinboards,chatrooms,drawingboards6.1.3SocialNetworkingEmergesVirtuallearningnetworks6.1.3Late1990sRevenuecreatedbysellingadvertisingUsedbyvirtualcommunities,searchenginesites,WebdirectoriesRevenuemodelsAdvertising-supportedsocialnetworkingsitesMixed-revenueandfee-for-servicesocialnetworkingsitesMonetizing:convertingsitevisitorsintofee-payingsubscribersorpurchasersofservicesFee-basedsocialnetworking6.1.4RevenueModelsforSocialNetworkingSitesLate1990s6.1.4RevenueModelsMicrolendingsitesFunctionasclearinghousesformicrolendingactivityMicrolendingPracticeoflendingverysmallamountsofmoneyLendtopeoplestartingoroperatingsmallbusinesses(especiallyindevelopingcountries)MicrolendingkeyelementWorkingwithinsocialnetworkofborrowersProvidesupport,elementofpressuretorepay6.1.4RevenueModelsforSocialNetworkingSitesMicrolendingsites6.1.4Revenu6.1.4RevenueModelsforSocialNetworkingSites6.1.4RevenueModelsforSocia6.1FromVirtualCommunitiestoSocialNetworks6.2MobileCommerce6.3OnlineAuctionsChapter6SocialNetworking,M-CommerceandOnlineAuctions6.1FromVirtualCommunitiest6.2.1MobileOperatingSystems6.2.2MobileApps6.2.3TabletDevices6.2.4MobilePaymentApps6.2MobileCommerce6.2.1MobileOperatingSystems2008:UnitedStatesdevelopmentsallowingphonesasWebbrowsersHigh-speedmobiletelephonenetworksgrewdramaticallyManufacturersofferedrangeofsmartphoneswithWebbrowser,operatingsystem,applicationsPotentialformobilecommerce(m-commerce)6.2MobileCommerce2008:UnitedStatesdevelopmenJapanandSoutheastAsiamobilecommerceMuchlargeronlinebusinessactivityHadhigh-capacitynetworksbeforeU.S.NTTDoCoMo,Japan’slargestphonecompanyPioneeredmobilecommercein2000U.S.mobilecommercebeginningin2008Introductionofsmartphonesandhigh-capacitynetworksSmartphoneexamples:AppleiPhone,PalmPre,severalBlackBerrymodelsAndroidoperatingsystem6.2.1MobileOperatingSystemsJapanandSoutheastAsiamobilMobilecommercebrowserdisplayoptionsWirelessApplicationProtocol(WAP)AllowsWebpagesformattedinHTMLtobedisplayedonsmall-screendevicesDisplayanormalWebpageonthedeviceMadepossiblebyincreasedscreenresolutionExample:AppleiPhoneDesignWebsitestomatchspecificsmartphonesMuchmoredifficulttoaccomplish6.2.1MobileOperatingSystemsMobilecommercebrowserdisplaMobilecommercebrowserdisplayoptions(cont’d.)Apple,BlackBerry,PalmUseproprietaryoperatingsystemsHTC,Motorola,NokiaAtonetimecreatedtheirownoperatingsystemsandsoftwareapplicationsNowuseastandardoperatingsystemprovidedbyathirdpartyMostcommonthird-partyoperatingsystemsAndroid,WindowsMobile,Symbian6.2.1MobileOperatingSystemsMobilecommercebrowserdisplaAndroidoperatingsystemMostpopularandfastestgrowingthird-partyoperatingsystemDevelopedbyGoogleOpensourceSmartphoneoperatingsystemCannotbedeleted/switchedbyuserOperatingsystemmodificationsJailbreaking(Appleiphone’soperatingsystem)Rooting(Androidoperatingsystem)6.2.1MobileOperatingSystemsAndroidoperatingsystem6.2.1CommonoperatingsystemsemergenceOccurredduetoachangeinthewaysoftwareapplicationsdevelopedandsoldOldU.S.mobilephonecompanyrevenuestrategyControlapplicationsoftware(apps)AppleturnedoldrevenuestrategyonitsheadAT&TagreedtobesolecarrierforiPhoneAppleAppsforiPhoneonlinestoreIndependentdeveloperscreateappsandsellthem6.2.2MobileAppsCommonoperatingsystemsemergMobilephonesforonlinebankingPhysiciansusingsmartphonesPhones’globalpositioningsatellite(GPS)servicecapabilitiesAllowmobilebusinessopportunitiesAppstools/resources6.2.2MobileAppsMobilephonesforonlinebankiTabletdevices2010:Apple’siPadintroducedSmallerthanlaptopcomputer;largerthansmartphoneWirelessphonecarrier’sserviceorlocalwirelessnetworkInternetconnectionLargerscreensizebettersuitedforonlineconsumerproductspurchases6.2.3TabletDevicesTabletdevices6.2.3TabletDevMobilewalletsMobilephonesfunctioningascreditcards6.2.4MobilePaymentAppsMobilewallets6.2.4MobilePay6.1FromVirtualCommunitiestoSocialNetworks6.2MobileCommerce6.3OnlineAuctionsChapter6SocialNetworking,M-CommerceandOnlineAuctions6.1FromVirtualCommunitiest6.3.1AuctionsBasics6.3.2CategoriesofAuctions6.3.3OnlineAuctionsandRelatedBusinesses6.3.4Auction-RelatedServicesChapter6SocialNetworking,M-CommerceandOnlineAuctions6.3.1AuctionsBasicsChapter6BusinessopportunityperfectfortheWebAuctionsiterevenuesourcesChargingbothbuyersandsellerstoparticipateSellingadvertisingTargetedadvertisingopportunitiesavailableOnlineauctionscapitalizeonInternet’sstrengthBringtogethergeographicallydispersedpeoplesharingnarrowinterests6.3OnlineAuctionsBusinessopportunityperfectfFromBabylontotheRomanEmpiretoBuddhistsCommonactivityof17thcenturyEnglandSotheby’s(1744),Christie’s(1766),colonialauctionsTypicalAuction:sellerofferingitemforsaleBids出價(jià):pricepotentialbuyerwillingtopayBidders出價(jià)人:potentialbuyersPrivatevaluations預(yù)估價(jià):amountsbuyerwillingtopayAuctioneer拍賣人:managesauctionprocessShillbidders雇傭出價(jià)人:workforsellerorauctioneerMayartificiallyinflateprice6.3.1AuctionBasicsFromBabylontotheRomanEmpiEnglishauctions英式拍賣BidderspubliclyannouncesuccessivelyhigherbidsItemsoldtohighestbidder(atbidder’sprice)Alsocalledascending-priceauction出價(jià)逐升式拍賣Openauction(open-outcryauction)開(kāi)放式拍賣BidspubliclyannouncedMinimumbid出價(jià)的底價(jià)BeginningpriceIfnotmet:itemremoved(notsold)6.3.2CategoriesofAuctionsEnglishauctions英式拍賣6.3.2CatEnglishauctions(cont’d.)Reserveprice(reserve)保留價(jià)格Seller’sminimumacceptablepriceNotannouncedIfnotexceeded:itemwithdrawn(notsold)Yankeeauction美式拍賣Multipleitemunitsofferedforsale(biddersspecifyquantity)HighestbidderallottedbidquantityRemainingitemsallocatedtonexthighestbiddersuntilallitemsdistributedBidderspaylowestsuccessfulbidderprice6.3.2CategoriesofAuctionsEnglishauctions(cont’d.)6.3.美式拍賣舉例賣家拍賣9件商品，當(dāng)出價(jià)人出價(jià)時(shí)，成功者有：出價(jià)最高者，出85美元要5件；出價(jià)次高者，出83美元要3件；出價(jià)第三高者，出81美元要4件。最后付費(fèi)價(jià)格是多少？每個(gè)成功者各得多少件？6.3.2CategoriesofAuctions美式拍賣舉例6.3.2CategoriesofAuct美式拍賣：（在Ebay和淘寶中又稱荷蘭式拍賣）：拍賣數(shù)量大于1，價(jià)高者優(yōu)先獲得寶貝，相同價(jià)格先出價(jià)者先得，最終商品成交價(jià)格是最低成功出價(jià)的金額。如果最后一位獲勝者可獲得的寶貝數(shù)量不足，則可以放棄購(gòu)買(mǎi)。6.3.2CategoriesofAuctions美式拍賣：（在Ebay和淘寶中又稱荷蘭式拍賣）：拍賣數(shù)量大于Englishauctions(cont’d.)SellerdrawbackMaynotobtainmaximumpossiblepriceBuyerdrawbackWinner’scurse贏者的詛咒psychologicalphenomenonBiddergetscaughtupincompetitivebiddingexcitementBidsmorethantheirprivatevaluation6.3.2CategoriesofAuctionsEnglishauctions(cont’d.)6.3.Dutchauctions荷蘭式拍賣OpenauctionBiddingstartsatahighpriceDropsuntilbidderacceptspriceAlsocalleddescending-priceauctions出價(jià)逐降式拍賣SelleroffersnumberofsimilaritemsforsaleCommonimplementationUseaclock(pricedropswitheachtick)BiddersstopclockandtakeitemsatthegivenpriceIfitemsremain:clockrestarted問(wèn)題:荷式拍賣對(duì)哪一方更有利??6.3.2CategoriesofAuctionsDutchauctions荷蘭式拍賣問(wèn)題:荷式拍賣對(duì)哪一Dutchauctions(cont’d.)OftenbetterforthesellerQuicklymovelargenumbersofcommodityitemsSuccessfulexamples:Googleinitialpublicofferingstocksale(2004)LookSmartstockrepurchase6.3.2CategoriesofAuctionsDutchauctions(cont’d.)6.3.2First-pricesealed-bidauctions密封遞價(jià)最高價(jià)拍賣Sealed-bidauctions密封式拍賣BidderssubmitbidsindependentlyProhibitedfromsharinginformationFirst-pricesealed-bidauctionHighestbidderwinsIfmultipleitemsauctioned:nexthighestbiddersawardedremainingitemsattheirbidprice高者勝6.3.2CategoriesofAuctionsFirst-pricesealed-bidauctionSecond-pricesealed-bidauction密封遞價(jià)次高價(jià)拍賣Sameasfirst-pricesealed-bidauctionExcepthighestbidderawardeditematsecond-highestbidderpriceCommonlycalledVickreyauctions維式拍賣WilliamVickrey:1996NobelPrizeinEconomicsFindings:YieldshighersellerreturnsEncouragesallbidderstobidprivatevaluationamountsReducestendencyforbiddercollusion6.3.2CategoriesofAuctionsSecond-pricesealed-bidauctioOpen-outcrydoubleauctions開(kāi)放出價(jià)雙重拍賣Example:ChicagoBoardofTradeauctionsofcommodityfuturesandstockoptionsBuyandselloffersshoutedbytradersintradingpitEachcommodity,stockoptiontradedinownpitQuitefrenziedDoubleauctions(eithersealedbidoropenoutcry)雙重拍賣GoodforitemsofknownqualitytradedinlargequantitiesNoiteminspectionbeforebidding6.3.2CategoriesofAuctionsOpen-outcrydoubleauctions開(kāi)放Doubleauctions密封遞價(jià)雙重拍賣Buyersandsellerseachsubmitcombinedprice-quantitybidsAuctioneerMatchessellers’offersStartswithlowestpriceandthengoesupTobuyers’offersStartswithhighestpriceandthengoesdownuntilallquantitiesofferedaresoldOperationformatSealedbidoropen-outcryExample:NewYorkStockExchange6.3.2CategoriesofAuctionsDoubleauctions密封遞價(jià)雙重拍賣6.3.2Reverse(seller-bid)auction逆向拍賣MultiplesellerssubmitpricebidsAuctioneerrepresentssinglebuyerBidsforgivenamountofspecificitemtopurchasePricesgodownasbiddingcontinues:UntilnosellerwillingtobidlowerOccasionallyoperatedforconsumersMostinvolvebusinessesasbuyersandsellers6.3.2CategoriesofAuctionsReverse(seller-bid)auction逆FIGURE6-6Keycharacteristicsofsevenmajorauctiontypes6.3.2CategoriesofAuctionsFIGURE6-6KeycharacteristicsOnlineauctionbusiness:rapidlychangingThreeauctionWebsitecategoriesGeneralconsumerauctionsSpecialtyconsumerauctionsBusiness-to-businessauctions6.3.3OnlineAuctionsandRelatedBusinessesOnlineauctionbusiness:rapidGeneralconsumerauctions普通消費(fèi)品拍賣eBay:registrationrequired,sellerfees,ratingsystemSeller’srisk:stolencreditcards;buyerfailstoconcludetransactionBuyer’srisk:noitemdelivery;misrepresenteditemMostcommonauctionformat:EnglishauctionSellermaysetreservepriceBidderslisted:bidsnotdisclosed(untilauctionend)ContinuallyupdatedhighbidamountdisplayedPrivateauctionoptionavailable6.3.3OnlineAuctionsandRelatedBusinessesGeneralconsumerauctions普通消費(fèi)Generalconsumerauctions(cont’d.)AnothereBayauctionformat:DutchauctionBothformatsrequireminimumbidincrement出價(jià)的最小增價(jià)AmountbywhichonebidmustexceedpreviousbidProxybid委托出價(jià)BidderspecifiesmaximumbidMaycausebiddingtoriserapidlyeBaystoresIntegratedintoauctionsiteSellersgenerateadditionalprofits6.3.3OnlineAuctionsandRelatedBusinessesGeneralconsumerauctions(con1.1Generalconsumerauctions普通消費(fèi)品拍賣當(dāng)前最高出價(jià)起始價(jià)格出價(jià)的最小增價(jià)出價(jià)次數(shù)6.3.3OnlineAuctionsandRelatedBusinesses1.1Generalconsumerauctions普FuturechallengerstoeBayMustovercomelock-ineffect鎖定效應(yīng)NewauctionparticipantsinclinedtopatronizeestablishedmarketplacesExample:JapanesegeneralconsumerauctionYahoo!firsttoentermarketNowdominates(morethan90%marketshare)eBaymaintainslowmarketshare(lessthan3%)6.3.3OnlineAuctionsandRelatedBusinessesFuturechallengerstoeBay6.3.Specialtyconsumerauctions特殊消費(fèi)品拍賣Identifyspecial-interestmarkettargetsCreatespecializedWebauctionsitesNoneedtocompetewitheBayExamples:C,Winebid技術(shù)產(chǎn)品、門(mén)票、細(xì)分市場(chǎng)產(chǎn)品拍賣6.3.3OnlineAuctionsandRelatedBusinessesSpecialtyconsumerauctions特殊ConsumerreverseauctionsReversebid逆向出價(jià)VisitordescribesdesireditemsorservicesSiteroutesvisitortoparticipatingmerchantsReplytovisitorbye-mailOfferitematparticularpriceBuyeracceptsLowestofferOfferbestmatchingbuyer’scriteriaAllthesetypesofsitesnowclosed消費(fèi)者自己填寫(xiě)需求網(wǎng)站將需求發(fā)給參與商家商家向顧客出價(jià)競(jìng)標(biāo)6.3.3OnlineAuctionsandRelatedBusinessesConsumerreverseauctions消費(fèi)者自己Groupshoppingsites集體購(gòu)買(mǎi)網(wǎng)站AlsoknownasgrouppurchasingsiteSellerpostsitemwithtentativepriceIndividualbuyersenterbidsAgreementtobuyoneunit(nopriceprovided)SitenegotiateswithsellerforlowerpricePostedpricedecreasesAsnumberofbidsincreases(onlyifnumberofbidsincreases)Result:buyersforcesellertoreduceprice6.3.3OnlineAuctionsandRelatedBusinessesGroupshoppingsites集體購(gòu)買(mǎi)網(wǎng)站6.3Groupshoppingsites(cont’d.)Well-suitedproducttypesBrandedproducts,well-establishedreputationsHighvalue-to-sizeratio,non-perishableDisadvantagesDifficultyattractingsellers’interestWell-suitedcompaniesSuccessfulsites:Groupon,拉手,美團(tuán)6.3.3OnlineAuctionsandRelatedBusinessesGroupshoppingsites(cont’d.)Business-to-businessauctionsEvolvedtomeetspecificexistingneedExcessinventorydisposal(manufacturing)TwomethodsLiquidationspecialists清算專家:findbuyersforunusableitemsLiquidationbroker清算經(jīng)紀(jì)公司:firmthatfindsbuyersforitems6.3.3OnlineAuctionsandRelatedBusinessesBusiness-to-businessauctions6Business-to-businessauctionsOnlineauctionsLogicalextensionoftheseinventoryliquidationactivitiestoanewandmoreefficientchannel(Internet)免中介化Thirdemergingbusiness-to-businessWebauctionmodelsLarge-companymodel:createsownauctionsiteSmall-companymodel:usesthird-partyWebauctionsiteinsteadofliquidationbrokerBotharedirectdescendantsoftraditionalmethodsResemblesconsumeronlineauctions6.3.3OnlineAuctionsandRelatedBusinessesBusiness-to-businessauctions免Business-to-businessreverseauctions(cont’d.)CompaniesoptingoutCisco,Cubic,IBM,SolarTurbinesIfsuppliersdonotparticipate:ImpossibletoconductreverseauctionsIfcompetitionhighamongsuppliers:Reverseauctionsprovideefficientwaytoconduct,managepricebidding6.3.3OnlineAuctionsandRelatedBusinessesBusiness-to-businessreverseaFIGURE6-7Supplychaincharacteristicsandreverseauctions6.3.3OnlineAuctionsandRelatedBusinessesFIGURE6-7SupplychaincharacEntrepreneursencouragedbyeBayandotherauctionsitegrowthProvidevariouskindsofauction-relatedservicesEscrowservices代管契約服務(wù)Auctiondirectoryandinformationservices拍賣目錄和信息服務(wù)Auctionsoftwareforsellersandbuyers拍賣軟件Auctionconsignmentservices拍賣委托服務(wù)6.3.4Auction-RelatedServicesEntrepreneursencouragedbyeBAuctionescrowservices代管契約服務(wù)Buyers’commonconcern:sellerreliabilityBuyersprotectinterestsinhigh-valueitemsIndependentpartyholdspaymentuntil:BuyerreceivesitemBuyersatisfieditemisasexpectedMaytakedeliveryofitemfromsellerPerformbuyerinspection(qualifiedtodoso)ChargefeesPercentofitem’scost;subjecttominimumfee6.3.4Auction-RelatedServicesAuctionescrowservices代管契約服務(wù)AuctiondirectoryandinformationservicesExample:AuctionBytesPublishese-mailnewsletterOnlineauctionindustryarticlesExample:PriceWatchAdvertiser-supportedsiteAdvertiserspostcurrentsellingpricesComputerhardware,software,electronics6.3.4Auction-RelatedServicesAuctiondirectoryandinformatAuctionsoftwareTarget:sellersHelpsmanageonlineauctionsExample:AuctionHawkandVendioSellermanagementsoftwareandservicesAutomatetasksCreateattractivepagelayoutsManagehundredsofauctions6.3.4Auction-RelatedServicesAuctionsoftware6.3.4Auction-Auctionsoftware(cont’d.)Target:buyersHelpsmanageonlineauctionsSnipingsoftware狙擊軟件ObservesauctionprogressuntillastsecondAsauctionexpires:placesbidhighenoughtowin(unlessbidexceedssnipingsoftwareowner’slimit)Snipe:actofplacingwinningbidatthelastsecondAlmostalwayswinsoutoverhumanbidder6.3.4Auction-RelatedServicesAuctionsoftware(cont’d.)6.3.Auctionconsignmentservices拍賣委托服務(wù)Target:peopleandsmallbusinessesWanttouseonlineauctionDonothaveskills,timetobecomeasellerAuctionconsignmentservicesTakeitemandcreateonlineauctionforthatitemHandletransactionRemitproceedsbalance(afterdeductingfee)6.3.4Auction-RelatedServicesAuctionconsignmentservices拍Chapter6SocialNetworking,M-CommerceandOnlineAuctionsLearningObjectivesAbouttheemergenceandgrowthofsocialnetworkingAboutmobiletechnologiesthatarenowusedtodobusinessonlineHowonlineauctionsandauction-relatedbusinesseshavebecomeamajornewcommercialactivityintroducedaspartofelectroniccommerceChapter6SocialNetworking,Chapter6SocialNetworking,M-CommerceandOnlineAuctions耿立校

Email:lixgeng@Chapter6SocialNetworking,Chapter6SocialNetworking,M-CommerceandOnlineAuctionsLearningObjectivesAbouttheemergenceandgrowthofsocialnetworkingAboutmobiletechnologiesthatarenowusedtodobusinessonlineHowonlineauctionsandauction-relatedbusinesseshavebecomeamajornewcommercialactivityintroducedaspartofelectroniccommerceChapter6SocialNetworking,KeyItemsAppsAscending-priceauctionAuctionconsignmentservicesAuctioneerBiddersBidsBulletinboardsystems(BBSs)Consumer-to-businessDescending-priceauctionsDoubleauctionDutchauctionEnglishauctionEscrowserviceChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsAppsChapter6SociaKeyItemsFirst-pricesealed-bidauctionFirst-pricesealed-bidauctionGrouppurchasingsite(groupshoppingsite)Idea-basednetworkingIdea-basedvirtualcommunitiesJailbreakingLiquidationbrokersLock-ineffectMeetupMicroblogsMicrolendingMinimumbidMinimumbidincrementChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsFirst-pricesealed-biKeyItemsMobilecommerce(m-commerce)MobilewalletMonetizingOnlinecommunityOpenauction(open-outcryauction)Open-outcrydoubleauctionOpensourcesoftwareParticipatoryjournalismPrivatevaluationsProxybidReserveprice(reserve)Reverseauction(seller-bidauction)ReversebidChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsMobilecommerce(m-coKeyItemsRootingSealed-bidauctionSecond-pricesealed-bidauctionShillbiddersShortmessagingservice(SMS)SnipeSnipingsoftwareSocialnetworkingsiteSocialshoppingTabletdevicesTweetsUsenetUsenetnewsgroupsVickreyauctionsChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsRootingChapter6SocKeyItemsVirtualcommunityVirtuallearningnetworkWebcommunityWinner’scurseWirelessApplicationProtocol(WAP)YankeeauctionChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsVirtualcommunityChap6.1FromVirtualCommunitiestoSocialNetworks6.2MobileCommerce6.3OnlineAuctionsChapter6SocialNetworking,M-CommerceandOnlineAuctions6.1FromVirtualCommunitiest6.1.1VirtualCommunities6.1.2EarlyWebCommunities6.1.3SocialNetworkingEmerges6.1.4RevenueModelsforSocialNetworkingSites6.1FromVirtualCommunitiestoSocialNetworks6.1.1VirtualCommunities6.1FOnlineWebcommunitiesNotlimitedbygeographyIndividualsandcompanieswithcommoninterestsMeetonlineanddiscussissues,shareinformation,generateideas,anddevelopvaluablerelationshipsCompaniesmakemoneybyservingasrelationshipfacilitatorsCombineInternet’stransactioncost-reductionpotentialwithacommunicationfacilitatorrole6.1FromVirtualCommunitiestoSocialNetworksOnlineWebcommunities6.1FromVirtualcommunity(Webcommunity,onlinecommunity)GatheringplaceforpeopleandbusinessesNophysicalexistenceEarlyvirtualcommunitiesBulletinboardsystems(BBSs)Revenuesource:monthlyfeesandsellingadvertisingUsenetnewsgroupsMessagepostingareasonusenets虛擬社區(qū)是一個(gè)供人們圍繞某種興趣或者需求集中進(jìn)行交流的地方，它通過(guò)網(wǎng)絡(luò)，以在線的方式來(lái)創(chuàng)造社會(huì)和商業(yè)價(jià)值。

——《網(wǎng)絡(luò)利益》6.1.1VirtualCommunitiesVirtualcommunity(Webcommun1985:WELL(“wholeearth‘electroniclink”)OneofthefirstWebcommunities,predatestheWebMonthlyfeetoparticipateinforumsandconferences1995:BeverlyHillsInternetvirtualcommunitysiteTripodvirtualcommunityTCornellUniversityclassprojectRevenuesource:advertisingMostearlyWebcommunitybusinessesclosed6.1.2EarlyWebCommunities1985:WELL(“wholeearth‘elecSNSAllowindividualstocreateandpublishaprofile,createalistofotheruserswithwhomtheyshareaconnection(orconnections),controlthatlist,andmonitorsimilarlistsmadebyotherusersAstheInternetandWebgrew:ExperienceofsharingnewonlinecommunicationfadedNewphenomenoninonlinecommunicationbeganMultiplecommonbondsjoinedpeoplewithalltypesofcommoninterestsSocialnetworkingsites