The Investigation of Marketing Strategy in Online Auction-A Case Study of Fashionable Electronic Merchandise on eBay

• Main Authors: Yu-Ren Luo, 羅毓仁
• Other Authors: Chu-Chai Chan
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/jg869s

碩士 === 朝陽科技大學 === 工業工程與管理系碩士班 === 94 === Making a profit from e-commerce is becoming mature after A.D. 2000. Online auction is one of successful business model on e-commerce. For example, eBay’s business volume is 4.552 billion dollars, and net profit is 1.082 billion dollars in 2005. This reminds us to do further research in this area. This research investigates the marketing strategies of online auction with 4P strategies and competitive strategy. The purpose of this study is to increase successful rate and raise final bid for online auction with effective marketing strategy. We search marketing plans from eBay, and to evaluate these plans by using “Inferential Statistics”, and conduct data analysis with “Description Statistics”. From the results of data analysis, we suggest seller to focus in cost leadership strategy. To start with a lower price, it will attract more buyers, and increase final bid in auction. Besides, we suggest seller to describe the reasons of selling on web. Moreover, this study applies “Pearson’s correlation”, and multiple regression to construct a forecast model of successful rate.