殺價式拍賣平台之商業設計

Abstract

競標拍賣可分為英式拍賣、荷式拍賣 、第一價位秘密競標 （又稱為日式拍賣）與第二價位秘密競標 （陳歷鋒，2000）。在2005年楊濟成、郭文蕙提出另一種截然不同的競標模式，以「價格最低且唯一」的方法運用在網路拍賣，稱之為「殺價式拍賣」。上線四年內就已經累積了13萬會員與將近400萬筆的交易資料，截至目前，在Google搜尋引擎中有高達2000萬筆以上的討論訊息，獲得許多消費者的關注與認同。本研究首先介紹何謂殺價式拍賣？以國內某殺價式拍賣網站探討其商業模式，並分析殺價式拍賣平台經營業者所面臨的競爭及挑戰，給予建議及改善。

Bid auction has several methods and systems which include British auction, Dutch auction, first-price sealed-bid auction (Japanese auction) and second-price sealed-bid auction (Vickrey auction) (Chen Li-Feng. 1999). Jeff Yang and Wen-Hui, Kuo recommended a different auction method and system called “Bargaining Auction” in 2005 which was based on the 'lowest price' and 'only one' bid to be used on the internet auction. The method and system has go lived and recruited 130,000 members with transactions data collected around 4,000,000 within 4 years. It showed more than 20,000,000 discussions with strong attention on Google’s search engine. This study will introduce what is the “Bargaining Auction” with a case for business model research and investigation. In addition, the study analyzed the competitions and challenges of those bargaining auction platform business with the conclusion and recommendation.