Online auctions-opportunities and challenges for enterprises marketing

Based on the development of Internet,online auction has efficiently extended the applicability of traditional auction and become one of the main online trade methods for consumer EC.Due to many merits,online auctions have been used to purchase or sell products by a lot of enterprise.Since online auction brings enterprises brand-new chances together with challenges,some key factors,such as mechanism selection,reserve-price and times of auction and location selection in designing optimal auction mechanisms were analyzed.