| Summary: | 碩士 === 實踐大學 === 資訊科技與管理學系碩士班 === 97 === The popularity rate of computers and broadband internet has become higher and higher in recent years, and it is quite common for people to get an access to internet. According to the survey conducted by the Institute for Information Industry on people in Taiwan in 2008, online shopping has become a dominant shopping medium for people. Also, since the global financial crisis caused the recession lately, this cheap and user-friendly online shopping access is getting much more popular. Due to the extension of online shopping market, more and more innovative business models have sprung up swiftly. The research is based on the auction website “Saja” which is the threshold of bargaining together with bidding auction website and it creates the patent of rule like “exclusive” and “bidder of lowest price” to compete with other websites in the same trade. Saja shares the similar traits as Yahoo Auction and Ruten Auction, but its bidding rule is a far cry from them. The competitive advantage of Saja will be further discussed in the research.
We design a set of questions to interview with individual case, such as the CEO of Saja, Mr. Yang. After obtaining the first-hand materials, we begin to discuss how Saja creates “bargaining auction system” patent to compete in the online market and integrate the strategic alliances with the business models on membership and flow rate. By discussing the cases of Saja, we can further comprehend the competitive advantage of bargaining bidding auction.
The result of the research shows that Saja has its sound competitive advantage in current online auction market, and the advantage mainly results from the patent of bargaining auction system; however, Saja still has a long way to go since its virtual community, customer service, and the content seem to be insufficient.
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