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    5. 大師輕鬆讀 No.183 買賣新主張:二手網拍
    趨勢與網路

    大師輕鬆讀 No.183 買賣新主張:二手網拍

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2006/06/22
    Language
    Traditional Chinese
    File format
    PDF (2MB), fit in large screen and Pubook
    Pages
    64
    ID
    10718
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    大師輕鬆讀 Subscribe and view similar 998 titles
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    • Intro

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    買賣新主張:二手網拍
    FutureShop

    買家賣家,都愛二手拍,垃圾也能變現金!
    More
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    本期目錄:

    ● 五分鐘摘要

    ● 買賣新主張二手網拍

    - 短暫持有觀念確實愈來愈受歡迎
    - 消費者會如何利用拍賣文化
    - 企業要如何運用短暫持有觀念
    - 創業者要如何搶占拍賣商機

    ● 在地觀點—— 利用比價機制逆向拍賣/ 黃培輝

    ● 大師知識看板—— 創意奧斯卡看Y世代玩酷/ 經濟日報


    主題看板:

    線上拍賣(Online Auction)

    早在1980年代,拍賣交易需要的資訊以及拍賣物說明,都已經能做到電子化,這種電子拍賣(e-auction)服務,就是現行線上拍賣的前身。根據英國《經濟學人》(Economist)在1997年的報導指出,網路拍賣在1997年第一季就有330,000筆,拍賣網站超過150個,到了現在,根據資策會估計,台灣地區線上拍賣在2005年的市場規模,已然突破新台幣300億元。對買家來說,線上拍賣有幾項優點:1. 可以獲得更廣泛的商品資訊;2. 可以快速蒐集到拍賣資訊,大幅降低搜尋資訊的成本;3. 具有娛樂、刺激、互動與競爭等特性,可以滿足買家心理需求;4. 匿名、機會平等,只要出價最高就能得標。對賣方來說,線上拍賣的優點則有:1. 舉辦拍賣會的成本降低;2. 隨時可以進行拍賣競標,能盡快出清存貨;3. 可以透過個別拍賣活動測試市場,了解商品的基本價量關係。

    從拍賣主動權來看,線上拍賣可以分成正向拍賣(forward auction)與逆向拍賣(reverse auction)兩種類型。正向拍賣是比較常見的模式,由賣家在拍賣網站上列出要出售的商品,買家在瀏覽之後出價,在拍賣期限結束時,由出價最高的買家購得。逆向拍賣則是由買家在拍賣網站上列出自己需要的商品資訊,各個賣家會回應買方需求,競標提供商品給買家。

    買家在拍賣期限結束時,依照賣方的條件,包括商譽、品質以及送貨日期等,選擇最理想的賣家。正向拍賣模式的最佳代言就是,在美國市占率高達89%的eBay,在台灣則是由雅虎奇摩獨占鰲頭,到2006年4月為止,雅虎奇摩拍賣的到達率是56.26%,eBay台灣則是21.72%。逆向拍賣的典型例子是FreeMarkets,適合有能力結集各方訂單,成為大買家的企業或集團,可以提高議價能力以及採購效率,節省企業支出。

    拍賣服務商(Auction Facilitators)

    線上拍賣參與者最關心的,就是賣家的可信度(reliability),不論是對賣家、拍賣品或是付款機制。因此,許多拍賣服務便圍繞著確立可信度而生,美國提供線上付款機制的PayPal公司,就是在1998年,因應網路拍賣需求成立的。PayPal建立了「e-Mail收付款平台」,加入PayPal的會員,可以使用信用卡、金融卡,或是銀行帳戶付款,銜接了實體金融體系與虛擬金融體系。國內的先鋒,則有提供網路履約保障服務的ezPay易付網與Safepay安達網。雅虎奇摩為了確保二手車交易的安全,也與德國萊因集團(TUV)合作提供鑑定服務。另外也有Auctionguide.com與Auction Watch等網站,提供各類拍賣的目錄供買家選擇。
    More
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    Details

    Released
    2006/06/22
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
    Provide PDF
    Offer DRM free license
    No
    ID
    10718

    二手網拍

    網路

    趨勢

    企業

    廣告行銷

    創意思考

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