中央大學。范錚強 1 e-auctions ── 動態定價中央大學. 資訊管理系范錚強...

中央大學。范錚強 1

e-Auctions ──

　　　　動態定價

中央大學 . 資訊管理系范錚強

mailto: [email protected]

http://www.mgt.ncu.edu.tw/~ckfarn

2007.05

10


Learning Objectives

1. Define the various types of e-auctions and list their characteristics.

2. Describe the processes involved in conducting forward and reverse e-auctions.

3. Describe the benefits and limitations of e-auctions.

4. Describe some unique e-auction models.


Learning Objectives

5. Describe the various services that support e-auctions.

6. Describe the hazards of e-auction fraud and discuss possible countermeasures.

7. Describe bartering and negotiating.

8. Describe e-auction deployment and implementation issues.

9. Analyze future directions of mobile e-auctions.


動態定價和電子化拍賣的基礎

dynamic pricingPrices that are determined based on supply and demand relationships at any given time

auctionMarket mechanism by which buyers make bids and sellers place offers; characterized by the competitive and dynamic nature by which the final price is reached

electronic auctions (e-auctions)Auctions conducted online


交易的成交價

靜態標價

動態議價拍賣 / 招標

交易價格

標價

單邊拍賣

議價拍賣

雙邊拍賣

標單制報價制混合制

複式拍賣集合拍賣混合拍賣

英式拍賣荷式拍賣密封投標維式拍賣．．．

瓦拉斯拍賣搜尋拍賣K 值拍賣線應規劃拍賣

呼喊式拍賣GloBex 拍賣投標式拍賣

單價複式拍賣雙荷蘭鐘拍賣萬式拍賣．．．

交易的成交價


動態定價的基本理論

賽局理論 Game Theory

相關諾貝爾經濟獎1991 Coase

1959 主張政府採用拍賣處理公共財1994 Nash, Selton, Harsanyi

賽局均衡理論1950 Nash 博士論文（ 27 頁， 22 歲） -- 「 Nash 均衡」

1996 Vickery維氏拍賣


動態定價的種類

協商

拍賣

招標

撮合


拍賣

古羅馬時代拍賣奴隸民間標會美國國庫券、油田公共工程電影權、葡萄酒1995 ～ 1998 美國 3G 頻道拍賣 230 億美金2002 台灣 3G 頻道拍賣 400 多億台幣


Fundamentals of Dynamic Pricing and E-Auctions

One Buyer, One SellerPopular in B2B

Each party can use negotiation 談判 , bargaining 議價 , or bartering 以物易物The resulting price will be determined by:

Bargaining power

Supply and demand in the item’s market

Business-environment factors


One Seller, Many Potential Buyers

forward auctionAn auction in which a seller offers a product to many potential buyers

sealed-bid auctionAuction in which each bidder bids only once; a silent auction, in which bidders do not know who is placing bids or what the prices are

Vickrey auctionAn auction in which the highest bidder wins but pays only the second-highest bid


Types of Forward Auctions


One Buyer, Many Potential Sellers

reverse auction 逆拍賣、招標Auction in which the buyer places an item for bid (tender) on a request for quote (RFQ) system, potential suppliers bid on the job, with the price reducing sequentially, and the lowest bid wins

used mainly in B2B and G2B e-commerce


One Buyer, Many Potential Sellers2

B2B Reverse Auctions

C2C Reverse Auctions

“Name-Your-Own-Price” ModelAuction model in which would-be buyers specify the price (and other terms) they are willing to pay to any willing seller; a C2B model, pioneered by Priceline.com


相關名詞

Bid: 出價Tender: 遞送標單RFQ: Request for Quotation 詢價、訪價

購買標的產品的細部規格已經確定尋求出價──依價格購買

RFP: Request for Quotation 邀請建議提案購買標的的功能性規格已經確定，已有可行方案尋求提出產品規格和價格──依規格和價格購買

RFI: Request for Information 購買標的的功能性需求，但不確定有可行方案尋求提出可能的解決方案和價格──參考 RPI 的提案，提出 RFP 或 RFI


常見的拍賣方式

參與者封閉

僅受邀者有資格參加公開

開放參加參加

出價出價公開

英式拍賣荷式拍賣

出價保密密封投標（最高價）維式拍賣


★▲

★■▲

●

英式拍賣

價格公開多次出價、價格往上

底價★

★ 買家 A 出價● 買家 B 出價■ 買家 C 出價▲ 買家 D 出價

$

time

★

■

■▲

●

成交


荷式拍賣

價格公開多次出價、價格往下

■▲★★ 買家 A 出價● 買家 B 出價■ 買家 C 出價▲ 買家 D 出價

$

底價

賣價賣價賣價賣價賣價

賣價賣價賣價★

成交


密封投標（最高價）

一次出價密封投標

底價＝ 100 買方出價A 110

B 89

C 112

D 100

E 87

F 65

G 104

成交


維式拍賣 Vickery auction

改良式密封投標最高價者得標，但以次高的價格成交

底價＝ 100 買方出價A 110

B 89

C 112

D 100

E 87

F 65

G 104

成交者

成交價


一些選用機制

底價最少需要高過這個價錢才賣最少需要低過這個價錢才買

時間限制兩小時？燒一根蠟燭？

直接交易定價直接以一個賣方接受的價格購買跳過拍賣流程


拍賣的特點

買賣雙方的心理因素密封式的投標，沒有第二次機會，可能會出較高價錢（可能圍標）英式拍賣，如果有興趣的人不多，可能會以低價標出；但如多人競爭，可能會有更高價錢Spy vs. Spy

選用機制，增強心理壓力


Many Sellers, Many Buyers

複式拍賣、撮合Buyers and their bidding prices are matched with sellers and their asking prices based on the quantities on both sides and the dynamic interaction between the buyers and sellers


集合拍賣

賣方賣價買方買價

A 10 1 30

B 11 2 28

C 15 3 26

D 17 4 24

E 20 5 22

F 21.5 6 21

G 25 7 20

H 26 8 18

9 17

10 15

以成交量最大化原則共有 8 對成交（ A,8 ）、（ B,7 ）、（ C,6 ）、（ D,5 ）、（ E,4 ）、（ F,3 ）、（ G,2 ）、（ H,1 ）。

以價格統一化原則可以定其成交價格為 21.25 元共有５對成交（ A,1 ）、（ B,2 ）、（ C,3 ）、（ D,4 ）、（ E,5 ）。


Benefits, Limitations, and Strategic Uses of E-Auctions


Benefits of E-Auctions

Benefits to SellersIncreased revenuesOptimal price settingRemoval of expensive intermediariesBetter customer relationshipsLiquidationLower transaction costsLower administrative costs



Benefits of E-Auctions to BuyersOpportunities to find unique items and collectibles

Lower prices

Entertainment

Anonymity

Convenience



Benefits to E-AuctioneersHigher repeat purchases

A stickier Web site

Expansion of the auction business


Limitations of E-Auctions

Possibility of fraud

Limited participation

Security

Auction software

Long cycle time

Monitoring time

Equipment for buyers

Order fulfillment costs


Strategic Uses of Auctions and Pricing Mechanisms

Through dynamic pricing, buyers and sellers are able to adjust pricing strategies and optimize product inventory levels very quickly

Suppliers can quickly flush excess inventory and liquidate idle assets

Buyers may gather the power to procure goods and services at the prices they desire


The “Name-Your-Own-Price” C2B Model

Enables consumers to achieve significant savings by naming their own price for goods and services

Same concept as C2B reverse auction, in which vendors bid on a job by submitting offers and the lowest priced vendor or the one that meets the buyer’s requirements gets the job


The E-Auction Process


Phase 1: Searching and Comparing

Finding When and Where an Item Will Be Auctioned

Auction AggregatorsCompanies that use software agents to visit Web auction sites, find information, and deliver it to users

Browsing Site Categories

Basic and Advanced Searching


Phase 2: Getting Started at an Auction

Registration and Participants’ Profiles

Listing and Promoting

Pricing


Phase 3: Bidding

Bid Watching and Multiple Bids

sniping

Entering a bid during the very last seconds of an auction and outbidding the highest bidder (in the case of selling items)

Proxy Bids


Phase 4: Post-auction Follow-Up

Post-auction activitiesBidding notificationsEnd-of-auction noticesSeller noticesPostcards and thank-you notes

User communicationChat groupsMailing listsMessage boards


Phase 4: Post-auction Follow-Up

Feedback and ratings

Invoicing and billing

Payment methodsP2P transfer service

Escrow service

Credit card payment

Shipping and postage


Additional Terms and Rules

vertical auction

Auction that takes place between sellers and buyers in one industry or for one commodity

auction vortals

Another name for a vertical auction portal


Double Auctions, Bundle Trading, and Pricing Issues

single auction 單邊Auction in which at least one side of the market consists of a single entity (a single buyer or a single seller)

double auction 複式Auction in which multiple buyers and sellers may be making bids and offers simultaneously; buyers and their bidding prices and sellers and their asking prices are matched, considering the quantities on both sides

bundle trading 集合The selling of several related products and/or services together


Prices in Auctions: Higher or Lower?

Pricing Strategies in Online AuctionsSellers have the option to use different auction mechanisms, such as English, Dutch, sealed-bid first price, and sealed-bid second price

Buyers should develop a strategy regarding how much to increase a bid and when to stop bidding


Types of E-Auction Fraud

bid shieldingHaving phantom bidders bid at a very high price when an auction begins; they pull out at the last minute, and the bidder who bid a much lower price wins

shillingPlacing fake bids on auction items to artificially jack up the bidding price



Fake photos and misleading descriptions

Improper grading techniques

Bid siphoning

Selling reproductions as originals

Failure to pay

Failure to pay the auction house



High shipping costs and handling fees

Failure to ship merchandise

Loss and damage claims

Fake escrow services

Switch and return

Other frauds


escrow

履約保證機制在「長」交易時需有履約保證國際買賣的「押匯」購買房子，在付款、過戶的灰色地帶，由銀行擔保

需要有「公正」的第三者


E-Auction Fraud and Its Prevention

Protecting Against E-Auction FraudUser identity verification

Authentication service

Grading services

Feedback forum

Insurance policy

Escrow services


E-Auction Fraud and Its Prevention

Protecting Against E-Auction FraudNonpayment punishment

Appraisal services

Physical inspection

Item verification

Other security services


Bartering Online

barteringThe exchange of goods and services

electronic bartering (e-bartering)Bartering conducted online, usually by a bartering exchange


Negotiation and Bargaining

online negotiationA back-and-forth electronic process of bargaining until the buyer and seller reach a mutually agreeable price; usually done by software (intelligent) agents


Technologies for Electronic Bargaining

1. Search

2. Selection

3. Negotiation

4. Continuing selection and negotiation

5. Transaction completion


Issues in E-Auction Implementation

Using IntermediariesThe following are some of the popular third-party auction sites:

General sites

Specialized sites

B2B-oriented sites

Using Trading Assistants

Auction Rules


Issues in E-Auction Implementation

Strategic Issues

Auctions in Exchanges

Infrastructure for E-AuctionsBuilding Auction Sites

Auctions on Private NetworksPigs in Singapore and Taiwan

Livestock in Australia


Integrated Auction Business Model


Managerial Issues

1. Should we have our own auction site or use a third party site?

2. What are the costs and benefits of auctions?

3. What auction strategies would we use?

4. What about support services?


Managerial Issues

5. What would we auction?

6. What is the best bartering strategy?

7. How can we promote our auction?

8. Should we combine auctions with other models?


Summary

1. The various types of auctions and their characteristics.

2. The processes of forward and reverse auctions.

3. Benefits and limitations of auctions.

4. Unique auction models.


Summary

5. Services that support auctions.

6. Hazards of e-auction fraud and countermeasures.

7. Bartering and negotiating.

8. Auction deployment and implementation.

9. Future directions and the role of mobile auctions.


打造台中魚市場新氣象

台中魚市場股份有限公司日據時期 (1945 年 ) 創立的傳統拍賣市場

全國第二大消費魚市場人工拍賣爭議不斷

如何在清晨 3:00 ～ 5:30 有限時間內完成10,000 件交易量， 1,300 萬元交易額（ 2003 年 1 月 29 日，除夕前）


台中魚市場背景

承銷人及供應人結構複雜，對電腦拍賣大多持反對態度。

傳統拍賣是即時作業，不容許實施電腦造成誤點75 位員工，對電腦不熟，對電腦拍賣沒信心，看不到遠景

2001 年 7 月 15 日～ 2003 年 5 月 1 日歷經五任總經理


魚的物語


拍賣流程

貨主卸貨

分

場理貨磅稱

電腦拍賣

後

台

電

腦

作業

承銷人繳款

貨主貨款交易資訊行情披露會計帳務

領取競價

器承

銷

人

競價器測

試信用額

度承銷人取

貨


無線拍賣系統特色～拍賣鐘面

多媒體拍賣鐘外觀精緻，鐘面設計色彩豐富、美觀大方，並可依拍賣需求調整增減所需呈現的各項資訊，以利拍賣交易進行。拍賣鐘面依不同魚貨（大尾魚、冰凍養殖魚、養殖活魚、保麗龍裝魚貨、沿近海魚塑膠籠）之拍賣特性，進行不同開放性設計。拍賣鐘面以顏色區分場區，以利承銷人辨識。鐘面 200cm×250cm 為傳統拍賣鐘四倍，可依場地大小需求調整尺寸。採用珠光碧幕 175 度觀看無死角。


無線拍賣系統特色～競價機制

競價模式依據農產品批發市場管理辦法第九條規定出價最高者為應買人。拍賣員可依現場買氣，決定拍賣鐘每格下價、上價速度如（ 0.2秒 / 元、 0.15秒 / 元等無段式調整速度）及成交時間（例如等待 0.5秒或0.4秒或 0.3秒無段式調整），無人應價即以上次最高價成交。承銷人看的系統拍賣鐘與拍賣員操作的拍賣機的現價數字絕對同步，防止拍賣糾紛。


無線拍賣系統特色～線上即時傳真系統

依該貨主該班拍賣完成後，即時傳真貨主交易清單

原有規定：每位貨主魚貨拍賣完成後 30分鐘內

漁貨主在第一時間了解其魚貨拍賣資料由那些承銷人成交、交易筆數、單價、應納管理費、冷凍費、保麗龍回收費及實領金額


無線拍賣系統特色～無線無限

競拍過程中，承銷人以射頻（ RF ）無線手機競價。交易資訊佈建光纖無線網路傳輸。


導入上線流程改造～作業改善

為提高單位時間拍賣成交之魚貨重量，低單價之魚貨採 8 公斤以上為一件，理貨拍賣，並調整理貨勞務費（由以件計算改為以重量計算），達到貨主及理貨人員雙贏，順利推動電腦化。為落實魚貨分級，將魚貨分級為 8個級數，理貨時由理貨人員輸入，拍賣員依理貨級數分級分批拍賣。


導入上線流程改造～嚴謹的競價器管理系統及制度

競價器於拍賣前承銷人必須以鑰匙打開保管箱，取出競價器輸入密碼，並完成開機設定才可以參加競價。前日如有欠款停牌者，必須先繳納前欠金額後，由電腦取消停牌設定才能開啟競價器，避免呆帳發生。競價器需於當日拍賣完後八點鐘前交回競價器管理室保管，如忘記繳回必須與管理員聯絡，並停止使用三天。未繳回，並且未主動通知管理員，則處以 7 日停用競價器之罰責。競價器是生財工具，統一有效管理，確保交易的正常化及公平。


　 e 化後附加價值量化分析

交易零糾紛增加交易金額 5%

節省人力支出 30%

人力互調靈活度提高 20%拍賣員、理貨員、資訊人員可靈活調動

供應人取得交易資料提早約三小時因不使用傳票每年可節省約 50 萬元


e 化成果2001 年 7 月 19 日第一條線導入上線成功

其後大尾魚保麗龍吳郭魚近海魚陸續上線

2002 年 5 月 1 日第七條線導入上線成功平均一天，拍賣 2,500 多筆， 5,000 多件漁貨足以應付尖峰交易

2003年 1月 29日除夕前，在清晨 3:00～ 5:30 完成 10,000件交易量， 1,300 萬元交易額

縮短拍賣人員訓練時間成功進用二位女性拍賣員

拍賣員作業中及作業後皆無困擾並在輕鬆的心情下完成拍賣工作，引以為傲

中央大學。范錚強 1 e-auctions ── 動態定價 中央大學. 資訊管理系 范錚強...

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中央大學。范錚強 1 e-auctions ── 動態定價中央大學. 資訊管理系范錚強...