一口价网上组合拍卖中卖方收益.doc

摘 要
随着电子商务的发展，网上拍卖这一方式逐渐盛行起来，并受到越来越多的商业人士以及消费者的关注和青睐。该购买方式极大地提高了购买的效率，降低了购买成本，是一种以价格竞争为中心的资源配置方式。网上拍卖打破了时间和空间的限制，无论是买家还是卖家，都倾向于采用这种方式来进行网上交易，拍卖已经成为互联网上最常见的动态定价方法。
目前，国内拍卖网站对于网上一口价拍卖使用概率比较高，但是如何更好的指导网上拍卖的参与者来更充分的利用这一平台产生更高的收益，是一个有待深入研究的问题。文章在对组合物品一口价拍卖研究之前，对经典拍卖和网上拍卖的一些特点进行了分析，并对相关拍卖文献进行总结；然后在前人研究的内容上做了进一步的完善。
本文以现有网上拍卖为研究背景，结合传统拍卖理论、概率论、运筹学等理论知识，以组合物品为研究对象对网上一口价拍卖展开研究，在总结一口价网上拍卖的基础上，阐述了组合物品在两种不同网上拍卖形式下的卖方收益问题，通过比较分析法对这两种常见的一口价方式——固定一口价和持久一口价下的卖方收益进行理论上的比较研究，得出结论：持久一口价理论上产生的卖方期望收益较固定一口价下的更高。随后文章结合一个实例验证了上述结论。文章最后部分通过对网上拍卖数据的收集、整理，对影响卖方收益的关键因子进行了深入的剖析，利用统计分析软件SPSS建立出影响因子的回归模型，进一步指导一口价拍卖相关因素的设置问题。
关键词：一口价拍卖；组合物品；卖方收益；影响因子


Abstract
Along with the development of electronic commerce, online auction is becoming more and more popular, and receives attention and favor both from the commercial and the public. As a kind of resources allocation way with the center of price competition, it has enormously raised the purchase efficiency and reduced the purchase cost. Online auction has broken the time and the spatial limit, and both the buyer and the seller favor in selecting this method to do online transaction. It already became the most common dynamic price mechanism on the Internet. As one kind of transaction types, online auction is expending from the original collection to multi-billion dollars global market.
At present, the usage of buy-out price auction is so popular in china website, but it still needs deep research how to use it better to get higher income for the sellers who participant in on-line auction. Before the study of combinatorial goods with buyout price option, we analysis the traditional auction and online auction and then make some conclusion and improvement from them.
Based on the online auction, in this article we take the traditional auction theory, and probability theory and logistic knowledge as research tools to study the buyout price online auction. In the article we use combinatorial goods as research object. In summary of the buyout price auction we describe on the basis of the portfolio items in two different forms of online auction of the seller’s revenue, through comparative analysis of the two kinds of common forms of buyout price auctions--fixed buyout price and permanent buyout price, we do some theory comparative research and draw a conclusion: under the two forms of online auction, seller’s revenue in permanent buyout price is relatively higher than the fixed buyout price auction theoretically. Then we use an example to conform the above conclusion. Finally, based on the collected data from buyout price online auction, we do deeply analysis on the impact factors of the seller's revenue, and use the statistical software SPSS to create regression model of the impact factors for further guidance buyout price auction problems.
Keywords: Buy-out Price Auction; Combinatorial Goods; Sellers' Revenue; Impact Factors
目 录
摘 要 Ⅰ
ABSTRACT Ⅱ
第1章 绪 论 1
1.1研究的背景及意义 1
1.1.1研究背景 1
1.1.2研究意义 3
1.2国内外研究现状 3
1.2.1网上拍卖投标者策略研究 4
1.2.2网上拍卖的卖方策略研究 7
1.3研究内容与方法 12
1.3.1研究内容 12
1.3.2研究方法和技术路线 13
1.4文章主要创新点 14
第2章 拍卖相关理论基础 16
2.1经典拍卖理论 16
2.1.1经典拍卖的类型 17
2.1.2经典拍卖的经济模型 17
2.1.3经典拍卖的拍卖机制研究 19
2.2网上拍卖理论 20
2.2.1网上拍卖的类型 22
2.2.2网上拍卖基本流程 23
2.2.3网上拍卖的内涵及特点 24
2.2.4网上拍卖的研究方法 26
2.3网上拍卖与经典拍卖的区别 26
第3章 一口价网上组合拍卖 29
3.1引言 29
3.2一口价组合拍卖介绍 29
3.2.1一口价网上拍卖种类 30
3.2.2单一单位组合拍卖 30
3.2.3多单位组合拍卖 31
3.3模型 32
3.3.1 一口价网上拍卖模型 32
3.4一口价拍卖研究方法 38
3.5本章小结 39
第4章 一口价网上组合拍卖中卖方期望收益研究 40
4.1引言 40
4.2组合物品的定义 41
4.3一口价网上组合拍卖的种类 41
4.4基本假设 42
4.5不同规则下的卖方期望收益及理论上的比较分析 43
4.5.1固定一口价情形下的卖方期望收益 44
4.5.2持久一口价情形下的卖方期望收益 46
4.5.3 不同规则下的卖方收益理论上的比较分析 47
4.6算例 48
4.7本章小结 49
第5章 组合一口价拍卖中卖方收益影响因素实证研究 50
5.1引言 50
5.2研究假设 51
5.3回归模型的构建与变量解释 52
5.4卖方收益影响因素的实证分析 53
5.5数据解释 57
5.6本章小结 58
结论与展望 60
参考文献 61
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