Research On The Online Mode Of Tradtional Auction Enterprises In China

Making a price by public competition, auction's bidding method has a strong attraction. Online auction is a combination of Internet and traditional auction. It has brought a consumption upsurge. The online development of domestic traditional enterprises has a history as long as online auction, but is almost useless. The author's purpose is to find out a suitable online mode for domestic traditional enterprises.There are only countable researches in traditional auction. The paper is the first one which probes into traditional auction enterprises' online mode, combining knowledge of online auction and E-commerce. This is the originality of this paper. The discussions before either focused on the price mode of bidding, or introduced online auction in the aspect of E-commerce. They've never researched how traditional auction enterprises do business on Internet. The other innovation is to bring out a model of "y=l+x" ("the special online mode = 1 sort of website + x sorts of peculiar service") for traditional auction enterprises to structure online mode according to the characteristics of traditional auction and experiences of online auction websites.First, the paper introduces some concepts which are concerned traditional enterprises' online development mode, including the relation between E-commerce and traditional enterprise's online development, the meaning of online mode and the status of domestic traditional enterprises' online development. Then the paper analyzes the situation of auction industry. Traditional auction industry is facing an intensive market environment: a frightful industry competition, the threat from foreign auction enterprises and the decreasing market share occupying by online auction. The conclusion of demand analysis is that traditional auction enterprises must develop online business to incarnate features, thereby improve competitive advantages. The paper concludes two typical modes of domestic traditional auction enterprises and analyses some cases. Combining the successful experiences of online auction websites, the paper compares the two modes with online auction websites. Finally, the paper designs the model of "y=l+x" for traditional auction enterprises, and discusses the characteristics of the "1" and "x". The model will give a persuasive reference for traditional auction enterprises to plan the strategy.