Study on Pricing Model of Online Auction under Competitive Strategy

E-commerce auction has the auction properties unlike ordinary e-commerce transactions. The online auctions, allowed bidding, become into a new trading model based on the network for the exchange and auction technology. This paper firstly gives the overview of the online auction pricing mechanism and introduces the e-commerce auction market and its characteristics on the one hand. On the other hand, it discusses the factors affecting the price of online auctions from three aspects, the information flow, the business objectives and the risk factors. And then, it discusses the six types of e-auction pricing strategy. Lastly, facing the factors and the different strategies, it presents the win-win pricing model on the online e-commerce auction British-based both for auction operators and consumers.