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Chapter6SocialNetworking,M-CommerceandOnlineAuctions耿立校
Email:lixgeng@Chapter6SocialNetworking,Chapter6SocialNetworking,M-CommerceandOnlineAuctionsLearningObjectivesAbouttheemergenceandgrowthofsocialnetworkingAboutmobiletechnologiesthatarenowusedtodobusinessonlineHowonlineauctionsandauction-relatedbusinesseshavebecomeamajornewcommercialactivityintroducedaspartofelectroniccommerceChapter6SocialNetworking,KeyItemsAppsAscending-priceauctionAuctionconsignmentservicesAuctioneerBiddersBidsBulletinboardsystems(BBSs)Consumer-to-businessDescending-priceauctionsDoubleauctionDutchauctionEnglishauctionEscrowserviceChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsAppsChapter6SociaKeyItemsFirst-pricesealed-bidauctionFirst-pricesealed-bidauctionGrouppurchasingsite(groupshoppingsite)Idea-basednetworkingIdea-basedvirtualcommunitiesJailbreakingLiquidationbrokersLock-ineffectMeetupMicroblogsMicrolendingMinimumbidMinimumbidincrementChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsFirst-pricesealed-biKeyItemsMobilecommerce(m-commerce)MobilewalletMonetizingOnlinecommunityOpenauction(open-outcryauction)Open-outcrydoubleauctionOpensourcesoftwareParticipatoryjournalismPrivatevaluationsProxybidReserveprice(reserve)Reverseauction(seller-bidauction)ReversebidChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsMobilecommerce(m-coKeyItemsRootingSealed-bidauctionSecond-pricesealed-bidauctionShillbiddersShortmessagingservice(SMS)SnipeSnipingsoftwareSocialnetworkingsiteSocialshoppingTabletdevicesTweetsUsenetUsenetnewsgroupsVickreyauctionsChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsRootingChapter6SocKeyItemsVirtualcommunityVirtuallearningnetworkWebcommunityWinner’scurseWirelessApplicationProtocol(WAP)YankeeauctionChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsVirtualcommunityChap6.1FromVirtualCommunitiestoSocialNetworks6.2MobileCommerce6.3OnlineAuctionsChapter6SocialNetworking,M-CommerceandOnlineAuctions6.1FromVirtualCommunitiest6.1.1VirtualCommunities6.1.2EarlyWebCommunities6.1.3SocialNetworkingEmerges6.1.4RevenueModelsforSocialNetworkingSites6.1FromVirtualCommunitiestoSocialNetworks6.1.1VirtualCommunities6.1FOnlineWebcommunitiesNotlimitedbygeographyIndividualsandcompanieswithcommoninterestsMeetonlineanddiscussissues,shareinformation,generateideas,anddevelopvaluablerelationshipsCompaniesmakemoneybyservingasrelationshipfacilitatorsCombineInternet’stransactioncost-reductionpotentialwithacommunicationfacilitatorrole6.1FromVirtualCommunitiestoSocialNetworksOnlineWebcommunities6.1FromVirtualcommunity(Webcommunity,onlinecommunity)GatheringplaceforpeopleandbusinessesNophysicalexistenceEarlyvirtualcommunitiesBulletinboardsystems(BBSs)Revenuesource:monthlyfeesandsellingadvertisingUsenetnewsgroupsMessagepostingareasonusenets虚拟社区是一个供人们围绕某种兴趣或者需求集中进行交流的地方,它通过网络,以在线的方式来创造社会和商业价值。
——《网络利益》6.1.1VirtualCommunitiesVirtualcommunity(Webcommun1985:WELL(“wholeearth‘electroniclink”)OneofthefirstWebcommunities,predatestheWebMonthlyfeetoparticipateinforumsandconferences1995:BeverlyHillsInternetvirtualcommunitysiteTripodvirtualcommunityTCornellUniversityclassprojectRevenuesource:advertisingMostearlyWebcommunitybusinessesclosed6.1.2EarlyWebCommunities1985:WELL(“wholeearth‘elecSNSAllowindividualstocreateandpublishaprofile,createalistofotheruserswithwhomtheyshareaconnection(orconnections),controlthatlist,andmonitorsimilarlistsmadebyotherusersAstheInternetandWebgrew:ExperienceofsharingnewonlinecommunicationfadedNewphenomenoninonlinecommunicationbeganMultiplecommonbondsjoinedpeoplewithalltypesofcommoninterestsSocialnetworkingsites社交网站6.1.3SocialNetworkingEmergesSNSAllowindividualstocreateFIGURE6-1SocialnetworkingWebsites6.1.3SocialNetworkingEmergesFIGURE6-1SocialnetworkingW社交网站的理论基础——六度分隔理论你和任何一个陌生人之间所间隔的人不超过六个,换言之最多通过六个人你就能够认识任何一个陌生人。——社交网站能够流行的本质6.1.3SocialNetworkingEmerges社交网站的理论基础——六度分隔理论你和任何一个陌生人之间所间RobinDunbar根据社交网络推断,人类智力将允许人类拥有稳定社交网络的人数约为150人。1506=11390625000000
通过六个人,你与世界上任何一个陌生人建立联系社交网站的理论基础——150定律6.1.3SocialNetworkingEmergesRobinDunbar根据社交网络推断,人类智力将允许人类FIGURE6-2Leadingsocialnetworkingsitesaroundtheworld6.1.3SocialNetworkingEmergesFIGURE6-2Leadingsocialnetw6.1.3SocialNetworkingEmerges6.1.3SocialNetworkingEmerge6.1.3SocialNetworkingEmerges6.1.3SocialNetworkingEmergeBasicideabehindsocialnetworkingPeopleinvitedtojoinbyexistingmembersSiteprovidesdirectoryNewmembersworkthroughfriendsestablishedinthecommunity6.1.3SocialNetworkingEmergesBasicideabehindsocialnetwo6.1.3SocialNetworkingEmerges6.1.3SocialNetworkingEmergeSocialnetworkingWebsitesforshoppersSocialshoppingPracticeofbringingbuyersandsellerstogetherinasocialnetworktofacilitateretailsalesExample:,6.1.3SocialNetworkingEmergesSocialnetworkingWebsitesfoIdea-basedsocialnetworkingSocialnetworkingsitesformcommunitiesbasedonconnectionsamongpeopleIdea-basedvirtualcommunitiesCommunitiesbasedonconnectionsbetweenideasIdea-basednetworkingParticipatinginidea-basedvirtualcommunitiesExamples:delicious,6.1.3SocialNetworkingEmergesIdea-basedsocialnetworking6.VirtuallearningnetworksDistancelearningplatformsforstudent-instructorinteraction(Blackboard)Toolsinclude:Bulletinboards,chatrooms,drawingboards6.1.3SocialNetworkingEmergesVirtuallearningnetworks6.1.3Late1990sRevenuecreatedbysellingadvertisingUsedbyvirtualcommunities,searchenginesites,WebdirectoriesRevenuemodelsAdvertising-supportedsocialnetworkingsitesMixed-revenueandfee-for-servicesocialnetworkingsitesMonetizing:convertingsitevisitorsintofee-payingsubscribersorpurchasersofservicesFee-basedsocialnetworking6.1.4RevenueModelsforSocialNetworkingSitesLate1990s6.1.4RevenueModelsMicrolendingsitesFunctionasclearinghousesformicrolendingactivityMicrolendingPracticeoflendingverysmallamountsofmoneyLendtopeoplestartingoroperatingsmallbusinesses(especiallyindevelopingcountries)MicrolendingkeyelementWorkingwithinsocialnetworkofborrowersProvidesupport,elementofpressuretorepay6.1.4RevenueModelsforSocialNetworkingSitesMicrolendingsites6.1.4Revenu6.1.4RevenueModelsforSocialNetworkingSites6.1.4RevenueModelsforSocia6.1FromVirtualCommunitiestoSocialNetworks6.2MobileCommerce6.3OnlineAuctionsChapter6SocialNetworking,M-CommerceandOnlineAuctions6.1FromVirtualCommunitiest6.2.1MobileOperatingSystems6.2.2MobileApps6.2.3TabletDevices6.2.4MobilePaymentApps6.2MobileCommerce6.2.1MobileOperatingSystems2008:UnitedStatesdevelopmentsallowingphonesasWebbrowsersHigh-speedmobiletelephonenetworksgrewdramaticallyManufacturersofferedrangeofsmartphoneswithWebbrowser,operatingsystem,applicationsPotentialformobilecommerce(m-commerce)6.2MobileCommerce2008:UnitedStatesdevelopmenJapanandSoutheastAsiamobilecommerceMuchlargeronlinebusinessactivityHadhigh-capacitynetworksbeforeU.S.NTTDoCoMo,Japan’slargestphonecompanyPioneeredmobilecommercein2000U.S.mobilecommercebeginningin2008Introductionofsmartphonesandhigh-capacitynetworksSmartphoneexamples:AppleiPhone,PalmPre,severalBlackBerrymodelsAndroidoperatingsystem6.2.1MobileOperatingSystemsJapanandSoutheastAsiamobilMobilecommercebrowserdisplayoptionsWirelessApplicationProtocol(WAP)AllowsWebpagesformattedinHTMLtobedisplayedonsmall-screendevicesDisplayanormalWebpageonthedeviceMadepossiblebyincreasedscreenresolutionExample:AppleiPhoneDesignWebsitestomatchspecificsmartphonesMuchmoredifficulttoaccomplish6.2.1MobileOperatingSystemsMobilecommercebrowserdisplaMobilecommercebrowserdisplayoptions(cont’d.)Apple,BlackBerry,PalmUseproprietaryoperatingsystemsHTC,Motorola,NokiaAtonetimecreatedtheirownoperatingsystemsandsoftwareapplicationsNowuseastandardoperatingsystemprovidedbyathirdpartyMostcommonthird-partyoperatingsystemsAndroid,WindowsMobile,Symbian6.2.1MobileOperatingSystemsMobilecommercebrowserdisplaAndroidoperatingsystemMostpopularandfastestgrowingthird-partyoperatingsystemDevelopedbyGoogleOpensourceSmartphoneoperatingsystemCannotbedeleted/switchedbyuserOperatingsystemmodificationsJailbreaking(Appleiphone’soperatingsystem)Rooting(Androidoperatingsystem)6.2.1MobileOperatingSystemsAndroidoperatingsystem6.2.1CommonoperatingsystemsemergenceOccurredduetoachangeinthewaysoftwareapplicationsdevelopedandsoldOldU.S.mobilephonecompanyrevenuestrategyControlapplicationsoftware(apps)AppleturnedoldrevenuestrategyonitsheadAT&TagreedtobesolecarrierforiPhoneAppleAppsforiPhoneonlinestoreIndependentdeveloperscreateappsandsellthem6.2.2MobileAppsCommonoperatingsystemsemergMobilephonesforonlinebankingPhysiciansusingsmartphonesPhones’globalpositioningsatellite(GPS)servicecapabilitiesAllowmobilebusinessopportunitiesAppstools/resources6.2.2MobileAppsMobilephonesforonlinebankiTabletdevices2010:Apple’siPadintroducedSmallerthanlaptopcomputer;largerthansmartphoneWirelessphonecarrier’sserviceorlocalwirelessnetworkInternetconnectionLargerscreensizebettersuitedforonlineconsumerproductspurchases6.2.3TabletDevicesTabletdevices6.2.3TabletDevMobilewalletsMobilephonesfunctioningascreditcards6.2.4MobilePaymentAppsMobilewallets6.2.4MobilePay6.1FromVirtualCommunitiestoSocialNetworks6.2MobileCommerce6.3OnlineAuctionsChapter6SocialNetworking,M-CommerceandOnlineAuctions6.1FromVirtualCommunitiest6.3.1AuctionsBasics6.3.2CategoriesofAuctions6.3.3OnlineAuctionsandRelatedBusinesses6.3.4Auction-RelatedServicesChapter6SocialNetworking,M-CommerceandOnlineAuctions6.3.1AuctionsBasicsChapter6BusinessopportunityperfectfortheWebAuctionsiterevenuesourcesChargingbothbuyersandsellerstoparticipateSellingadvertisingTargetedadvertisingopportunitiesavailableOnlineauctionscapitalizeonInternet’sstrengthBringtogethergeographicallydispersedpeoplesharingnarrowinterests6.3OnlineAuctionsBusinessopportunityperfectfFromBabylontotheRomanEmpiretoBuddhistsCommonactivityof17thcenturyEnglandSotheby’s(1744),Christie’s(1766),colonialauctionsTypicalAuction:sellerofferingitemforsaleBids出价:pricepotentialbuyerwillingtopayBidders出价人:potentialbuyersPrivatevaluations预估价:amountsbuyerwillingtopayAuctioneer拍卖人:managesauctionprocessShillbidders雇佣出价人:workforsellerorauctioneerMayartificiallyinflateprice6.3.1AuctionBasicsFromBabylontotheRomanEmpiEnglishauctions英式拍卖BidderspubliclyannouncesuccessivelyhigherbidsItemsoldtohighestbidder(atbidder’sprice)Alsocalledascending-priceauction出价逐升式拍卖Openauction(open-outcryauction)开放式拍卖BidspubliclyannouncedMinimumbid出价的底价BeginningpriceIfnotmet:itemremoved(notsold)6.3.2CategoriesofAuctionsEnglishauctions英式拍卖6.3.2CatEnglishauctions(cont’d.)Reserveprice(reserve)保留价格Seller’sminimumacceptablepriceNotannouncedIfnotexceeded:itemwithdrawn(notsold)Yankeeauction美式拍卖Multipleitemunitsofferedforsale(biddersspecifyquantity)HighestbidderallottedbidquantityRemainingitemsallocatedtonexthighestbiddersuntilallitemsdistributedBidderspaylowestsuccessfulbidderprice6.3.2CategoriesofAuctionsEnglishauctions(cont’d.)6.3.美式拍卖举例卖家拍卖9件商品,当出价人出价时,成功者有:出价最高者,出85美元要5件;出价次高者,出83美元要3件;出价第三高者,出81美元要4件。最后付费价格是多少?每个成功者各得多少件?6.3.2CategoriesofAuctions美式拍卖举例6.3.2CategoriesofAuct美式拍卖:(在Ebay和淘宝中又称荷兰式拍卖):拍卖数量大于1,价高者优先获得宝贝,相同价格先出价者先得,最终商品成交价格是最低成功出价的金额。如果最后一位获胜者可获得的宝贝数量不足,则可以放弃购买。6.3.2CategoriesofAuctions美式拍卖:(在Ebay和淘宝中又称荷兰式拍卖):拍卖数量大于Englishauctions(cont’d.)SellerdrawbackMaynotobtainmaximumpossiblepriceBuyerdrawbackWinner’scurse赢者的诅咒psychologicalphenomenonBiddergetscaughtupincompetitivebiddingexcitementBidsmorethantheirprivatevaluation6.3.2CategoriesofAuctionsEnglishauctions(cont’d.)6.3.Dutchauctions荷兰式拍卖OpenauctionBiddingstartsatahighpriceDropsuntilbidderacceptspriceAlsocalleddescending-priceauctions出价逐降式拍卖SelleroffersnumberofsimilaritemsforsaleCommonimplementationUseaclock(pricedropswitheachtick)BiddersstopclockandtakeitemsatthegivenpriceIfitemsremain:clockrestarted问题:荷式拍卖对哪一方更有利??6.3.2CategoriesofAuctionsDutchauctions荷兰式拍卖问题:荷式拍卖对哪一Dutchauctions(cont’d.)OftenbetterforthesellerQuicklymovelargenumbersofcommodityitemsSuccessfulexamples:Googleinitialpublicofferingstocksale(2004)LookSmartstockrepurchase6.3.2CategoriesofAuctionsDutchauctions(cont’d.)6.3.2First-pricesealed-bidauctions密封递价最高价拍卖Sealed-bidauctions密封式拍卖BidderssubmitbidsindependentlyProhibitedfromsharinginformationFirst-pricesealed-bidauctionHighestbidderwinsIfmultipleitemsauctioned:nexthighestbiddersawardedremainingitemsattheirbidprice高者胜6.3.2CategoriesofAuctionsFirst-pricesealed-bidauctionSecond-pricesealed-bidauction密封递价次高价拍卖Sameasfirst-pricesealed-bidauctionExcepthighestbidderawardeditematsecond-highestbidderpriceCommonlycalledVickreyauctions维式拍卖WilliamVickrey:1996NobelPrizeinEconomicsFindings:YieldshighersellerreturnsEncouragesallbidderstobidprivatevaluationamountsReducestendencyforbiddercollusion6.3.2CategoriesofAuctionsSecond-pricesealed-bidauctioOpen-outcrydoubleauctions开放出价双重拍卖Example:ChicagoBoardofTradeauctionsofcommodityfuturesandstockoptionsBuyandselloffersshoutedbytradersintradingpitEachcommodity,stockoptiontradedinownpitQuitefrenziedDoubleauctions(eithersealedbidoropenoutcry)双重拍卖GoodforitemsofknownqualitytradedinlargequantitiesNoiteminspectionbeforebidding6.3.2CategoriesofAuctionsOpen-outcrydoubleauctions开放Doubleauctions密封递价双重拍卖Buyersandsellerseachsubmitcombinedprice-quantitybidsAuctioneerMatchessellers’offersStartswithlowestpriceandthengoesupTobuyers’offersStartswithhighestpriceandthengoesdownuntilallquantitiesofferedaresoldOperationformatSealedbidoropen-outcryExample:NewYorkStockExchange6.3.2CategoriesofAuctionsDoubleauctions密封递价双重拍卖6.3.2Reverse(seller-bid)auction逆向拍卖MultiplesellerssubmitpricebidsAuctioneerrepresentssinglebuyerBidsforgivenamountofspecificitemtopurchasePricesgodownasbiddingcontinues:UntilnosellerwillingtobidlowerOccasionallyoperatedforconsumersMostinvolvebusinessesasbuyersandsellers6.3.2CategoriesofAuctionsReverse(seller-bid)auction逆FIGURE6-6Keycharacteristicsofsevenmajorauctiontypes6.3.2CategoriesofAuctionsFIGURE6-6KeycharacteristicsOnlineauctionbusiness:rapidlychangingThreeauctionWebsitecategoriesGeneralconsumerauctionsSpecialtyconsumerauctionsBusiness-to-businessauctions6.3.3OnlineAuctionsandRelatedBusinessesOnlineauctionbusiness:rapidGeneralconsumerauctions普通消费品拍卖eBay:registrationrequired,sellerfees,ratingsystemSeller’srisk:stolencreditcards;buyerfailstoconcludetransactionBuyer’srisk:noitemdelivery;misrepresenteditemMostcommonauctionformat:EnglishauctionSellermaysetreservepriceBidderslisted:bidsnotdisclosed(untilauctionend)ContinuallyupdatedhighbidamountdisplayedPrivateauctionoptionavailable6.3.3OnlineAuctionsandRelatedBusinessesGeneralconsumerauctions普通消费Generalconsumerauctions(cont’d.)AnothereBayauctionformat:DutchauctionBothformatsrequireminimumbidincrement出价的最小增价AmountbywhichonebidmustexceedpreviousbidProxybid委托出价BidderspecifiesmaximumbidMaycausebiddingtoriserapidlyeBaystoresIntegratedintoauctionsiteSellersgenerateadditionalprofits6.3.3OnlineAuctionsandRelatedBusinessesGeneralconsumerauctions(con1.1Generalconsumerauctions普通消费品拍卖当前最高出价起始价格出价的最小增价出价次数6.3.3OnlineAuctionsandRelatedBusinesses1.1Generalconsumerauctions普FuturechallengerstoeBayMustovercomelock-ineffect锁定效应NewauctionparticipantsinclinedtopatronizeestablishedmarketplacesExample:JapanesegeneralconsumerauctionYahoo!firsttoentermarketNowdominates(morethan90%marketshare)eBaymaintainslowmarketshare(lessthan3%)6.3.3OnlineAuctionsandRelatedBusinessesFuturechallengerstoeBay6.3.Specialtyconsumerauctions特殊消费品拍卖Identifyspecial-interestmarkettargetsCreatespecializedWebauctionsitesNoneedtocompetewitheBayExamples:C,Winebid技术产品、门票、细分市场产品拍卖6.3.3OnlineAuctionsandRelatedBusinessesSpecialtyconsumerauctions特殊ConsumerreverseauctionsReversebid逆向出价VisitordescribesdesireditemsorservicesSiteroutesvisitortoparticipatingmerchantsReplytovisitorbye-mailOfferitematparticularpriceBuyeracceptsLowestofferOfferbestmatchingbuyer’scriteriaAllthesetypesofsitesnowclosed消费者自己填写需求网站将需求发给参与商家商家向顾客出价竞标6.3.3OnlineAuctionsandRelatedBusinessesConsumerreverseauctions消费者自己Groupshoppingsites集体购买网站AlsoknownasgrouppurchasingsiteSellerpostsitemwithtentativepriceIndividualbuyersenterbidsAgreementtobuyoneunit(nopriceprovided)SitenegotiateswithsellerforlowerpricePostedpricedecreasesAsnumberofbidsincreases(onlyifnumberofbidsincreases)Result:buyersforcesellertoreduceprice6.3.3OnlineAuctionsandRelatedBusinessesGroupshoppingsites集体购买网站6.3Groupshoppingsites(cont’d.)Well-suitedproducttypesBrandedproducts,well-establishedreputationsHighvalue-to-sizeratio,non-perishableDisadvantagesDifficultyattractingsellers’interestWell-suitedcompaniesSuccessfulsites:Groupon,拉手,美团6.3.3OnlineAuctionsandRelatedBusinessesGroupshoppingsites(cont’d.)Business-to-businessauctionsEvolvedtomeetspecificexistingneedExcessinventorydisposal(manufacturing)TwomethodsLiquidationspecialists清算专家:findbuyersforunusableitemsLiquidationbroker清算经纪公司:firmthatfindsbuyersforitems6.3.3OnlineAuctionsandRelatedBusinessesBusiness-to-businessauctions6Business-to-businessauctionsOnlineauctionsLogicalextensionoftheseinventoryliquidationactivitiestoanewandmoreefficientchannel(Internet)免中介化Thirdemergingbusiness-to-businessWebauctionmodelsLarge-companymodel:createsownauctionsiteSmall-companymodel:usesthird-partyWebauctionsiteinsteadofliquidationbrokerBotharedirectdescendantsoftraditionalmethodsResemblesconsumeronlineauctions6.3.3OnlineAuctionsandRelatedBusinessesBusiness-to-businessauctions免Business-to-businessreverseauctions(cont’d.)CompaniesoptingoutCisco,Cubic,IBM,SolarTurbinesIfsuppliersdonotparticipate:ImpossibletoconductreverseauctionsIfcompetitionhighamongsuppliers:Reverseauctionsprovideefficientwaytoconduct,managepricebidding6.3.3OnlineAuctionsandRelatedBusinessesBusiness-to-businessreverseaFIGURE6-7Supplychaincharacteristicsandreverseauctions6.3.3OnlineAuctionsandRelatedBusinessesFIGURE6-7SupplychaincharacEntrepreneursencouragedbyeBayandotherauctionsitegrowthProvidevariouskindsofauction-relatedservicesEscrowservices代管契约服务Auctiondirectoryandinformationservices拍卖目录和信息服务Auctionsoftwareforsellersandbuyers拍卖软件Auctionconsignmentservices拍卖委托服务6.3.4Auction-RelatedServicesEntrepreneursencouragedbyeBAuctionescrowservices代管契约服务Buyers’commonconcern:sellerreliabilityBuyersprotectinterestsinhigh-valueitemsIndependentpartyholdspaymentuntil:BuyerreceivesitemBuyersatisfieditemisasexpectedMaytakedeliveryofitemfromsellerPerformbuyerinspection(qualifiedtodoso)ChargefeesPercentofitem’scost;subjecttominimumfee6.3.4Auction-RelatedServicesAuctionescrowservices代管契约服务AuctiondirectoryandinformationservicesExample:AuctionBytesPublishese-mailnewsletterOnlineauctionindustryarticlesExample:PriceWatchAdvertiser-supportedsiteAdvertiserspostcurrentsellingpricesComputerhardware,software,electronics6.3.4Auction-RelatedServicesAuctiondirectoryandinformatAuctionsoftwareTarget:sellersHelpsmanageonlineauctionsExample:AuctionHawkandVendioSellermanagementsoftwareandservicesAutomatetasksCreateattractivepagelayoutsManagehundredsofauctions6.3.4Auction-RelatedServicesAuctionsoftware6.3.4Auction-Auctionsoftware(cont’d.)Target:buyersHelpsmanageonlineauctionsSnipingsoftware狙击软件ObservesauctionprogressuntillastsecondAsauctionexpires:placesbidhighenoughtowin(unlessbidexceedssnipingsoftwareowner’slimit)Snipe:actofplacingwinningbidatthelastsecondAlmostalwayswinsoutoverhumanbidder6.3.4Auction-RelatedServicesAuctionsoftware(cont’d.)6.3.Auctionconsignmentservices拍卖委托服务Target:peopleandsmallbusinessesWanttouseonlineauctionDonothaveskills,timetobecomeasellerAuctionconsignmentservicesTakeitemandcreateonlineauctionforthatitemHandletransactionRemitproceedsbalance(afterdeductingfee)6.3.4Auction-RelatedServicesAuctionconsignmentservices拍Chapter6SocialNetworking,M-CommerceandOnlineAuctionsLearningObjectivesAbouttheemergenceandgrowthofsocialnetworkingAboutmobiletechnologiesthatarenowusedtodobusinessonlineHowonlineauctionsandauction-relatedbusinesseshavebecomeamajornewcommercialactivityintroducedaspartofelectroniccommerceChapter6SocialNetworking,Chapter6SocialNetworking,M-CommerceandOnlineAuctions耿立校
Email:lixgeng@Chapter6SocialNetworking,Chapter6SocialNetworking,M-CommerceandOnlineAuctionsLearningObjectivesAbouttheemergenceandgrowthofsocialnetworkingAboutmobiletechnologiesthatarenowusedtodobusinessonlineHowonlineauctionsandauction-relatedbusinesseshavebecomeamajornewcommercialactivityintroducedaspartofelectroniccommerceChapter6SocialNetworking,KeyItemsAppsAscending-priceauctionAuctionconsignmentservicesAuctioneerBiddersBidsBulletinboardsystems(BBSs)Consumer-to-businessDescending-priceauctionsDoubleauctionDutchauctionEnglishauctionEscrowserviceChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsAppsChapter6SociaKeyItemsFirst-pricesealed-bidauctionFirst-pricesealed-bidauctionGrouppurchasingsite(groupshoppingsite)Idea-basednetworkingIdea-basedvirtualcommunitiesJailbreakingLiquidationbrokersLock-ineffectMeetupMicroblogsMicrolendingMinimumbidMinimumbidincrementChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsFirst-pricesealed-biKeyItemsMobilecommerce(m-commerce)MobilewalletMonetizingOnlinecommunityOpenauction(open-outcryauction)Open-outcrydoubleauctionOpensourcesoftwareParticipatoryjournalismPrivatevaluationsProxybidReserveprice(reserve)Reverseauction(seller-bidauction)ReversebidChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsMobilecommerce(m-coKeyItemsRootingSealed-bidauctionSecond-pricesealed-bidauctionShillbiddersShortmessagingservice(SMS)SnipeSnipingsoftwareSocialnetworkingsiteSocialshoppingTabletdevicesTweetsUsenetUsenetnewsgroupsVickreyauctionsChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsRootingChapter6SocKeyItemsVirtualcommunityVirtuallearningnetworkWebcommunityWinner’scurseWirelessApplicationProtocol(WAP)YankeeauctionChapter6SocialNetworking,M-CommerceandOnlineAuctionsKeyItemsVirtualcommunityChap6.1FromVirtualCommunitiestoSocialNetworks6.2MobileCommerce6.3OnlineAuctionsChapter6SocialNetworking,M-CommerceandOnlineAuctions6.1FromVirtualCommunitiest6.1.1VirtualCommunities6.1.2EarlyWebCommunities6.1.3SocialNetworkingEmerges6.1.4RevenueModelsforSocialNetworkingSites6.1FromVirtualCommunitiestoSocialNetworks6.1.1VirtualCommunities6.1FOnlineWebcommunitiesNotlimitedbygeographyIndividualsandcompanieswithcommoninterestsMeetonlineanddiscussissues,shareinformation,generateideas,anddevelopvaluablerelationshipsCompaniesmakemoneybyservingasrelationshipfacilitatorsCombineInternet’stransactioncost-reductionpotentialwithacommunicationfacilitatorrole6.1FromVirtualCommunitiestoSocialNetworksOnlineWebcommunities6.1FromVirtualcommunity(Webcommunity,onlinecommunity)GatheringplaceforpeopleandbusinessesNophysicalexistenceEarlyvirtualcommunitiesBulletinboardsystems(BBSs)Revenuesource:monthlyfeesandsellingadvertisingUsenetnewsgroupsMessagepostingareasonusenets虚拟社区是一个供人们围绕某种兴趣或者需求集中进行交流的地方,它通过网络,以在线的方式来创造社会和商业价值。
——《网络利益》6.1.1VirtualCommunitiesVirtualcommunity(Webcommun1985:WELL(“wholeearth‘electroniclink”)OneofthefirstWebcommunities,predatestheWebMonthlyfeetoparticipateinforumsandconferences1995:BeverlyHillsInternetvirtualcommunitysiteTripodvirtualcommunityTCornellUniversityclassprojectRevenuesource:advertisingMostearlyWebcommunitybusinessesclosed6.1.2EarlyWebCommunities1985:WELL(“wholeearth‘elecSNSAllowindividualstocreateandpublishaprofile,createalistofotheruserswithwhomtheyshareaconnection(orconnections),controlthatlist,andmonitorsimilarlistsmadebyotherusersAstheInternetandWebgrew:ExperienceofsharingnewonlinecommunicationfadedNewphenomenoninonlinecommunicationbeganMultiplecommonbondsjoinedpeoplewithalltypesofcommoninterestsSocialnetworkingsites
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