電子市集機制設計探討-以eBay為例

Electronic Markets Mechanism Desigh-A Case of eBay

江立安(Li-An Chiang)

指導教授 ： 江炯聰

國立臺灣大學/管理學院/商學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.00446

摘要

本研究研究目的在於瞭解電子市集的機制建立（e-Markets Making），研究中舉出個案研究，寫下此案例的成它]素，並提出建議。

文獻探討部分，說明市集機制建立的流程，包括了基本交易流程：搜尋、定價、物流、金流、認證。以及交易環境機制建立：商品呈現、管制、風險管理、影響、爭議解決。市場能順利運作的因素包括價值與流動性。並提出電子市集收益模式的說明。

第三章的主題為eBay背景介紹，提出各種客觀數據，包括電子商務產業簡介、背景資訊、財務表現、營運表現、成長空間、成長策略。

本研究的重點研究範圍分別在第四、五章，探討市場機制的基礎設施，第四章說明了eBay的基本交易流程，搜尋的流程以逛街、關鍵字搜尋、設立商店、企業市集等模式建立。定價的模式包括了動態定價如競價與議價，以及靜態定價如標價的方式。金流的機制包括了既有的機制如現金、支票的寄送、帳戶轉帳、信用卡，以及PayPal這類專屬線上使用且能夠與既有機制相互轉帳的整合性創新工具。物流的機制則是在eBay不涉及實體流程的前提下，如何與實體世界中的物流機制策略聯盟而嵌入線上流程中，讓使用者能完全線上處理，離線則交給第三方服務幕後處理。認證的機制則分別處理交易者身份、交易者付款能力、交易標的等驗證程序。

第五章說明eBay的交易環境環境機制，商品呈現的機制說明eBay如何利用網頁呈現標準建立消費介面，從賣方刊登商品到買方瀏覽商品這個過程中各種有效作法。管制建立包括了基本法以使用者合約為契約形式建立，特殊法以政策規定呈現，以及利用實體世界的執法機關來處理違法情形。風險管理的機制包括事前控管如設立使用門檻、隱私權保護與監督、官方與非官方認證機制、要求賣方訂出退貨政策、提醒與教學，事後控管如保險與擔保機制等。影響機制則包括了從上而下管理以及從下而上之民主機制，以及做為核心的社群精神。爭議解決機制包括溝通、調解、裁決三步驟。通信與運算工具說明eBay如何建構通信工具以及採用IBM網路服務解決方案。

根據這些分析，本研究得到以下結論：

1.eBay成它]素包括令人無法抗拒的價值，以及維持市場運作的流動性，這些價值來自於以小型用戶為核心形成的價值、以虛擬型態為主體形成的價值、將各種機制巧妙處理的關鍵手法、以及帶給使用者全面的價值。流動性則來自於eBay成長過程中逐步使用關鍵方法建立各種市場機制、發展每種商品類別、以及逐步進行國際化策略。這些方法包括媒體的宣傳、廣告以及低廉的使用成本。

2.eBay的競爭策略應著眼於維繫價值以及流動性，並隨時注意主要競爭對手的動向及其在價值以及流動性所掌握的優勢，例如Yahoo!與Google的媒體優勢，是大眾市場建立流動性最重要的來源。也必須注意利基市場的競爭狀況，例如Alibaba.com的國際貿易模式，日本樂天市場的商店模式。

3.eBay的未來展望應著眼於其他虛擬通路合作的機會，以及跨國交易發展。前者包括電視頻道、行動電話以及即時傳訊服務，必須根據其性質來決定合作的商業模式，後者則必須著眼於目前國際間區域整合狀況，而根據情勢建立有效交易平台。

關鍵字

關鍵成它]素 ； 管制 ； 認證 ； 商品呈現 ； 影響 ； 風險管理 ； 爭議解決 ； 電子市集 ； 搜尋 ； 金流 ； 定價 ； 物流 ； 基本交易流程 ； 市場機制 ； 交易環境機制

並列摘要

The purpose of this research is to realize the mechanism construction of e-Market(e-Market Making).This research uses Case Study, infers the key factors of this case, and makes useful advices.

The reference section introduces the process of market mechanism construction including the basic trading process composed of search, pricing, logistics, payment and settlement, and authentication and the trading context process that contains product representation, regulation, risk management, influence, and dispute resolution. It also proposes the reference about the factors that make market work, including value and liquidity and the revenue and the cost model which can aply to e-Market.

The topic of chapter three is to introduce the background of eBay by presenting many objective data inclusive of description of e-commerce, background information, financial and operating performance, growth opportunities, and growth strategies of eBay.

The main scope of this research is chapter four and five, which explore the infrastructure of market mechanism. The chapter four discusses the basic trading process of eBay, whose search process built by the models of browse, key word search, store set up, and business marketplace, pricing process including dynamic model of auction and haggling and static ones of tag pricing, logistics process that eBay allies with the physical logistics and makes them embed into the online process based on the premise of never involving in the physical process, which offers a totally online process for users, payment and settlement process inclusive of existing tools such as delivery of cash and check, account transferring, and credit card and integrative innovation tools, PayPal, which dedicates to online use and can transfer with the exsisting payment tools, and authentication process identifies the trader ID, payment ability of trader, and the transaction target.

The chapter five discusses the trading context process, including product representation that explains how eBay uses the standard of web pages presentation to build the consuming interface and make many useful approaches from goods listing of sellers to browsing of buyers, regulation that consists of basic laws, user agreement based on contract and specific laws under the framework of policies, risk management including the ante-controlling such use barriers, privacy protection and supervising, authentication mechanism, the requirement of seller return policy disclosure, and risk reminder, as well as the post-controlling such as insurance and guarantee serives, influence composed of top-down ,bottom-up and the core influence, which indicate the eBay authorities, the feedback forum, and the community of eBay respectively, dispute resolution includes three steps which are communication, mediating, arbitrating, and communicating and computing, which explain the logic that eBay adopts.

According to these analyses, this research infers the following conclusion:

1.The key success factors of eBay consists of compelling value and liquidity that maintains market operation. The value includes small-users-based value, visual-structure-based value, the value deriving from key deliberate arrangement of all the mechanism, and the overall value offering to the users.Liquidity comes from the step-by-step building of all kinds of market mechanism, developing of all kinds of goods categories, and internationalizing eBay business, using key approaches, which includes the media and the low user cost.

2.The competitive strategy of eBay should focus on maintaining value and liquidity fully pay attention to the actions and the advantages in value and liquidity, hold by main competitors, such as the media advantages taken by Yahoo! and Google, which is the most relevant strength to offer the mass market liquidity, and be aware of the competition in the niche market either, such as the International trading model of Alibaba.com, and the store model of Rakutan.com.

3.The prospects of eBay include the opportunities of cooperating with other virtual channels, and international trading. The former such as TV channel, mobile phone, and instant messaging service must form the business model according to their different nature, and the latter has to consider the region integration in the international market, and builds effective trading platform according the condition.

並列關鍵字

market mechanism ； trading context process ； e-Market ； search ； product representation ； logistics ； risk management ； influence ； dispute resolution ； regulation ； key success factor ； payment and settlement ； basic trading process ； pricing

參考文獻

8. 黃彥達 “網路競標，在台灣還有很長的路要走”，數位之牆，2003年

1. Ajit Kambil.and Eric,van Heck.”Making Markets”,Harvard Business School Press, 2002.

27. Robert D. Hof,”The eBay Economy”, BusinessWeek online, Aug.,2003.

6. 雅虎財經（Yahoo! Finance），網址：http://finance.yahoo.com/?u

中文資料