Electronic Markets Mechanism Desigh-A Case of eBay

• Main Authors: Li-An, Chiang, 江立安
• Other Authors: Jong-Tsong,Chiang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/kbrp8n

碩士 === 國立臺灣大學 === 商學研究所 === 92 === The purpose of this research is to realize the mechanism construction of e-Market(e-Market Making).This research uses Case Study, infers the key factors of this case, and makes useful advices. The reference section introduces the process of market mechanism construction including the basic trading process composed of search, pricing, logistics, payment and settlement, and authentication and the trading context process that contains product representation, regulation, risk management, influence, and dispute resolution. It also proposes the reference about the factors that make market work, including value and liquidity and the revenue and the cost model which can aply to e-Market. The topic of chapter three is to introduce the background of eBay by presenting many objective data inclusive of description of e-commerce, background information, financial and operating performance, growth opportunities, and growth strategies of eBay. The main scope of this research is chapter four and five, which explore the infrastructure of market mechanism. The chapter four discusses the basic trading process of eBay, whose search process built by the models of browse, key word search, store set up, and business marketplace, pricing process including dynamic model of auction and haggling and static ones of tag pricing, logistics process that eBay allies with the physical logistics and makes them embed into the online process based on the premise of never involving in the physical process, which offers a totally online process for users, payment and settlement process inclusive of existing tools such as delivery of cash and check, account transferring, and credit card and integrative innovation tools, PayPal, which dedicates to online use and can transfer with the exsisting payment tools, and authentication process identifies the trader ID, payment ability of trader, and the transaction target. The chapter five discusses the trading context process, including product representation that explains how eBay uses the standard of web pages presentation to build the consuming interface and make many useful approaches from goods listing of sellers to browsing of buyers, regulation that consists of basic laws, user agreement based on contract and specific laws under the framework of policies, risk management including the ante-controlling such use barriers, privacy protection and supervising, authentication mechanism, the requirement of seller return policy disclosure, and risk reminder, as well as the post-controlling such as insurance and guarantee serives, influence composed of top-down ,bottom-up and the core influence, which indicate the eBay authorities, the feedback forum, and the community of eBay respectively, dispute resolution includes three steps which are communication, mediating, arbitrating, and communicating and computing, which explain the logic that eBay adopts. According to these analyses, this research infers the following conclusion: 1.The key success factors of eBay consists of compelling value and liquidity that maintains market operation. The value includes small-users-based value, visual-structure-based value, the value deriving from key deliberate arrangement of all the mechanism, and the overall value offering to the users.Liquidity comes from the step-by-step building of all kinds of market mechanism, developing of all kinds of goods categories, and internationalizing eBay business, using key approaches, which includes the media and the low user cost. 2.The competitive strategy of eBay should focus on maintaining value and liquidity fully pay attention to the actions and the advantages in value and liquidity, hold by main competitors, such as the media advantages taken by Yahoo! and Google, which is the most relevant strength to offer the mass market liquidity, and be aware of the competition in the niche market either, such as the International trading model of Alibaba.com, and the store model of Rakutan.com. 3.The prospects of eBay include the opportunities of cooperating with other virtual channels, and international trading. The former such as TV channel, mobile phone, and instant messaging service must form the business model according to their different nature, and the latter has to consider the region integration in the international market, and builds effective trading platform according the condition.