本研究以目前台灣網路拍賣市場佔有率最高的前二大公司為個案,透過次級資料蒐集了解個別廠商營運概況,彙整競爭現況與產業特色後,以波特的價值鏈為工具,分析拍賣網站領導廠商之價值活動,並比較其成本優勢與差異化的來源,藉此推論領導廠商策略擬定以及產業未來發展的趨勢,並給予建議。
Along with the widely prevailing of internet, combining with shopping、second-hand sale、learning and game, a new form of business is emerging and becoming a unstoppable trend. The commercial trading is growing fast in website market, among them, the Customer to Customer mode have attracted most user’s interesting.By reviewing the relevant information material and browsing several auction sited. This research illustrates two of the most well-known auction websites—Taiwan Yahoo-Kimo online auction and Taiwan E-bay online auction—to understand the key mechanism and operation models.