Author: Iverson
EBAY (Electronic Harbor) Background: EBAY was founded in the United States in 1995 and is the world's largest network transaction / auction site. EBay uses the PayPal online transaction payment system, providing online trading services to 28 national netizens, with a large community of more than 27,000. Its registered member is 95,000,000. In 2002, its market value was as high as 16 billion. Netizens can search for product information from global eBay on eBay, which can be traded with strangers far more than 10,000 miles through assistance and credit card channels. EBay is committed to providing a convenient platform for global online trading. At the same time, eBay provides personal store services, more than 10 million personal fixed stores. EBAY sales reached 9 billion US round, earnings more than $ 90 million. On March 25, 2002, eBay was more than 30 million yuan to China. Successful and the local largest auction trading network developed from the beginning of the development of EBAY models, successfully landed in mainland China. (Note: The above background is written by personal collection. If the pool is pool, I don't assume any responsibility) "MODEL)? Anyone who succeeds must have its difficulties, and there must be its means. In the early days of eBay, and most of the B 2C companies are that B 2C has reserved the characteristics of the goods in nature, but putting the traditional store in the network. EBAY is more inclined to "platform", that is, the establishment of a regulatory mode-based trading platform, does not participate in trading behavior, do not earn product profits, only manage fees and transaction fees. This is a fairly smooth and flexible rule, which makes eBay do not have to bear the pressure brought by the commercial B 2C business, the logistics channel, the supplier relationship, the buyer's habits, etc., but the auxiliary of the voluntary trading behavior of netizens. , The perspective of the instructor, manager. It firmly seized the ordinary netizens market with a small number of transactions, but the number of transactions. We know, no matter what kind of business, we must rely on long, stable, sustainable profitability to survive and maintain, on this basis to talk about development, in order to talk about competition. EBAY's operation is not that the store is very full, but it provides a virtual place on the Internet, attracting popularity, making the buyer and the administrator at the same time, and generate trading behavior. And we know that the more people attract more people to join, the buyers choose the room, the more customers' target customers, the only large market can produce massive trading behavior. The trading platform website is based on the collection of transaction costs from massive trading behavior. If you only talk about the success of eBay, we are difficult to see the main points supported behind its success model, and we may wish to analyze the composition of the EBAY network trading. The seller here is the seller here, which means the person in the hand waiting to be sold, and he hopes to reach the purpose of selling goods through the Internet. Such people, we are used to calling it as a seller. Since he is going to sell goods, he must first do it is "吆 吆". That is, information is issued on the trading platform. Information contains style, categories, sale prices, trading hours, special instructions. The platform will be summarized and organized according to the information he posted, and it is classified into the relevant product information category. Then the trading platform first needs to provide an entry for publishing information and handles the information released by the seller in the internal mechanism. Second, the trading platform will manage the seller's information, and review the information, such as restricting the seller to sell illegal audiovisual products, so at this time, it is necessary to review the seller identity and commodities to prevent illegal transaction behavior.
This step is actively active by the trading platform, such as when the seller registers a member, the credit card verification is verified. Next is the surveillance of the trading platform to trading behavior. If there is a buyer bought the seller sold, the trading platform needs to feed back this information to the seller and confirm and confirm its trading behavior. The buyer is not the purchase of purchases here, refers to people with purchase needs. He hopes to achieve the purpose of purchasing demand through online transactions, such people, we are used to calling themselves. Since you want to buy goods, he first needs to browse product information and make a choice. He will use the product information that has been sorted out, query the product information that is consistent with your needs. The platform will provide its browsing and search for the operation of the product information based on the characteristics of the commodity he needs. When the buyer selects the item, the transaction request is launched, then the transaction platform can be considered that the new trading behavior begins. The platform needs to send the request to the seller. And provide information to both parties. Next is the surveillance of the trading platform on trading behavior. If the seller receives the purchase of the buyer, then the seller needs to confirm the end of the trading behavior. The trading platform finally confirmed the completion of the trading behavior, and ended and deleted the product information released by the seller. At the same time, the entire process will be recorded and retained for 6 to 12 months to ensure that the legal disputes is used for the bid proof. All people refer to everyone, refers to the viewers entering the website, they may be a seller, may also be a buyer, you can have two needs, or both buyers are not sellers, just a general browse. By. Then what website is provided to them, first, the website provides knowledge instructions and guidance in online transactions, and cultivates their interests and trust of online transactions. Second, the website provides a discussion board to facilitate them to communicate and publish inquiry. The discussion board is necessary for the necessary community cultivation, so that everyone feels this is a fun place rather than just a buyer, to make them feel interesting like a large game in a multiplayer. Some people in them will transform to sellers and buyers after fully understand the fun of online transactions. The website will also summarize and select product information, make an electronic newspaper or e-magazine, send it to everyone's electronic mailbox, providing the latest product information and market, promoting and inspiring all purchases and desires. Facing individual stores here, personal shop is a seller of its own special store on the trading platform website. They generally have a long-term sale, it is a professional seller. Compared with zero-scattered sellers, they need special sales pages and popular attractions. Then the trading platform needs another set of special page templates that make them more convenient to post their own product information. Other aspects, personal shops and ordinary sellers basically do not have different differences, only certain priorities, such as identification, credit review, transaction fees, and so on. As can be seen from the above, the platform features of eBay provide the following mechanisms and features: • Information publishing function • Information browsing, retrieval, filtering, identity confirmation, credit auditing mechanism • Transaction confirmation mechanism • Trading behavior record function • Transaction fee extraction • Communication function (BBS, Email, instant messaging) • Establishment of personal stores An eBay Model's prototype, it is indispensable to a trading platform website, in which online payment platform functions are heavy, it will determine whether the user is smooth during the transaction process. The authentication system is trying to avoid fraud in the transaction. It is these continuous improvement and mechanisms that support a successful online trading platform.
As the owner eBay, the platform, he does not need to take care of each trading behavior, just maintain and operate the trading platform, maintain the normal operation of the platform, save energy into the publicity, and strive for larger user groups Thus, benign circulation has created the world's largest trading website. If there is an error in a certain part of the platform, the transaction behavior occurs, the user will lose confidence in the trading platform. I think the network trading platform similar to the domestic and this model has not been such a score, which is large to be good or incomplete. The second virtual item market is in online commodity trading, what kind of goods are suitable for trading on the Internet? Although the network transaction has a direct convenience of face-to-face, while we have more than 100,000 items we saw on eBay, we found that in China, online transactions are not occupied compared to traditional sales models. Advantages, this is determined by people's consumption habits. There is an article in the "21st Century Economic Report" to say such a point of view, online shopping, the hardest business. After experiencing the 2000 B 2C website inverted pool, people can understand this, according to the results of the CCID, China B 2C's merchants have only 1/3 traditional commercial organizations, while foreign countries There are 2/3 of the traditional merchant E by. The victory of the E-class Japanese website is largely a victory of Chinese style distribution, branch services, rather than a macro strategy. In the purchase habit of traditional products, even a senior nematode, it is often more trust in the real thing in the counter, and in the purchase channel, traditional purchase model is more smooth. Therefore, many domestic online trading websites are often more than two-handed goods can't be bought in the counter. On eBay, even new products can be purchased online, while the country has not reached this extent. So far, the number of new products in the online trading platform is far less than second-hand goods, which is an indisputable fact. And most of the commodity trading platforms do not have endowments that have struggling with traditional sales platforms. So I think that the item is found to be suitable for online transactions is the first is the premise of the online trading platform website needs to be regarded. So, what kind of goods are suitable for sale online? I found an interesting phenomenon that people often prefer to relatively preferred products related to the network when using the network. For example, on the Internet card, phone card, online game point card. The digital card product is first in the form of a digital form. Netizens will feel normal for this class of this class online. It seems that it is normal to subscribe to the mobile phone short message news, and if you use your phone to book a washing machine People feel incredible. Can a mobile phone be a cleaning machine? Can order, technical, so that no one has purchased the washing machine, the refrigerator, is not very convenient? Because it does not meet consumer habits! So we see that different consumption patterns are corresponding to different goods. In 2001, I have thought about it. If you are hungry in the middle of the night, you can't buy a bowl of hot beef noodles online. It is feasible from theory, but never has an online store to do so, first, take a bowl of hot face, across half a city, in good time, and this bowl is sold 10 Yuan, from cost, it is very disadvantageous. Commodity form, quality, cost, logistics limit I can't order such a bowl. So what kind of item can span the above elements, he can sell online, he can form a transaction.
What is online trading map? The picture is convenient! Regardless of the seller or buyers, once there is a party feels inconvenient or the transaction cost is too high, then the goods cannot be traded! So the most suitable transaction is the product related to the network, while the most popular online game developed new economic relationship reminds us that online game virtual items are emerging commodity types, and this type is ideal for sale on the network. First, it is an item that exists in digital virtual, there is no physical form, and in online games, the game itself provides the transaction function of the transaction (virtual money is also item). In actual life, online game players have to generate demand, then virtual goods turn into transactional products, online game virtual items have become really unconscious. China has more than 10 million online game users, which pays more than 6 million users, producing a large number of virtual property transactions in online games, and some online game users no longer satisfy only in the game In the form of trading, they hope to meet the needs through real life. The special online game trading website is currently more than 2,000. But more transactions are still in a personal trading state, so the total amount of online game virtual item transactions is an unaffected amount, but it is certain that trading behavior for money transactions is determined to be a few. But so far, most of the personal virtual items founded by individuals cannot form a climate. The reason is very simple. The personal website is unable to form a valid trading platform due to technical and energy, and cannot achieve the purpose of smooth transactions, and personal websites. The credit is low, and the network fraud has not been poor, making most virtual item traders can't find, but also believe in the virtual item trading platform. The virtual item trading market is looking forward to the birth of a new authoritative virtual item trading platform. (As of the pen, there are two medium-sized virtual item special trading websites to operate, and all is the company's nature operation.) Three virtual goods trading websites Key points according to the above ideas, I think in China, eBay mode virtual Items are a good use of new economies derived from online games, but virtual goods and traditional goods still have large differentials, and the dealer billets that have been eliminated are the primary task of virtual goods trading platform websites. First, as a virtual item trading website, what do you get to attract virtual item traders to travel here? The key is to establish a user's trust on the website. The reason for the user unable to trust the personal trading website is that he can't judge whether the personal website colluded with others, and after the loss, it cannot be recoverable. As a professional virtual website, it is to build the authority of the website and appear in an unbiased attitude. Only in full trust platform is equitable, authoritative, virtual goods traders will be willing to come here. The operation of the virtual item trading website is to build on the basis of full understanding of online games, and the virtual item trading website is more than just a trading platform, but also to develop and guide online game users' obligations. Personnel should understand the characteristics of all online game products and fully analyze their virtual item trading status. Avoid damage to users due to accidental business. At the same time, the virtual item trading website requires a rigorous platform function and should cooperate with online game operations companies to exclude and solve problems due to network property theft, and take the initiative to cooperate with the public security organs, curb online virtual property theft, Fraud problem. In Taiwan's eBay has the introduction of fraud protection programs, as a professional virtual item trading network, should take the initiative to maintain the transaction, so that the trader can be safe and reliable.
