臺灣博碩士論文加值系統

自從1995年eBay與Onsale兩個拍賣網站分別成立之後，短短幾年內，線上拍賣網站如雨後春筍般成立。本研究之重點主要分兩方面：首先，分析當前拍賣網站的經營型態與經營模式；其次，則分析建議拍賣網站的切入策略、經營策略與發展策略。
主要研究方法是閱讀相關報導及瀏覽諸多拍賣網站實例，整理歸納出拍賣網站的經營型態，分別從參與者角度與市場定位分析之；並探討幾個主題，包括：市場規模、拍賣型式、定價策略、結標時間、金流與物流方式、拍賣代理人運用、及其他保障機制等。
依據有無網站經營基礎或拍賣業務基礎兩個向度，將拍賣網站分為創業型、突破型與擴張型，分別分析建議其市場切入策略；並從品牌管理觀點，建議拍賣網站經營策略；而在發展策略方面，則是參考虛擬社群發展階段，建議拍賣網站的社群發展與經營擴張方式。
最後綜合歸納拍賣網站的成功必要條件，分為六個層面，包括：安全信任、明確定位、虛擬社群、內容、顧客服務、與制度訂定等。

Since the emergence of the online auction sites, eBay and Onsale, in 1995, the market scale has promoted quickly during the past few years. This thesis focuses mainly on two aspects: firstly, analyzing the types and modes of auction sites, and secondly, advising the strategies of entrance, management and development.
By reviewing the relevant information material and browsing several auction sites, this thesis induces the types of auction sites based on the players'' roles and product categories respectively. And then some subjects are analyzed, including market scale, auction formats, pricing strategies, ending time of auction, cash and product flows, auction agents, and other mechanisms of insurance.
According to the two dimensions on the operation of web-sites and auction business, this thesis divides the auction sites into three categories--innovation, break-through and expansion, and analyzes and advises the entrance strategies respectively. Also the management strategies from the viewpoint of brand management are recommended. Then, recommendations on the community development and the types of management expansion referring to the virtual community development stages are proposed.
Finally, the essential conditions for the successful online auctions are divided into six dimensions, consisting of security and trust, definite position, virtual community, content, customer service and formulating institution.

第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究架構 2
第三節 研究方法 4
第四節 研究限制 4
第二章 拍賣的本質 5
第一節 拍賣意義 5
第二節 拍賣型式 9
第三節 拍賣進行過程 13
第四節 傳統拍賣與電子拍賣 15
第三章 線上拍賣的興起 18
第一節 網際網路與電子商務之意義 18
第二節 電子商務對市場的影響 20
第三節 線上拍賣的興起 28
第四章 線上拍賣網站市場分析 41
第一節 網站經營型態 41
第二節 市場規模分析 51
第三節 拍賣型式分析 52
第四節 定價分析 55
第五節 結標時間 57
第六節 金流與物流 58
第七節 拍賣代理人分析 62
第八節 其他保障機制分析 64
第五章 拍賣網站的經營策略 67
第一節 進入策略 67
第二節 品牌管理 76
第三節 社群發展策略與經營擴張方式 80
第六章 結論與建議 84
第一節 成功必要條件 84
第二節 未來研究方向 87
參考文獻 89
附錄 電子拍賣系統介紹 92

中文部分
[1] 朱道凱譯, 網路商機, 台北麥田出版社, 民國87年. Net Gains:Expanding Markets through Virtual Communities中譯本.
[2] 吳仲雯, 電子商務自動談判系統中代理人自主性之研究, 國立中正大學資訊管理研究所碩士論文, 民國87年6月.
[3] 黃耀輝, 電子商務之資訊不對稱與因應機制-以網路書店為例, 國立台灣大學商學研究所碩士論文, 民國87年6月.
[4] 盧俊成, 網際網路的典範轉移暨網路市場與新經營模式之探索性研究, 國立台灣大學商學研究所博士論文, 民國87年8月.
[5] 謝昭熠, 拍賣制度之研究, 國立中山大學企業管理研究所碩士論文, 民國81年6月.
英文部分
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