| Summary: | 碩士 === 國立臺灣大學 === 資訊管理研究所 === 88 === 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.
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