| Abstract [eng] |
Modern business is increasingly looking for more effective marketing techniques, not only in domestic but also international markets. Over the past few years, online auctions became very popular, which encouraged the business move to Internet. Online auctions based on content management principles and rules could help to increase business efficiency. The operating principles of online auctions are reviewed and analyzed in this graduation paper. Online auction systems diversity is analyzed in analytical part of the work. Four different auction systems were analyzed and their main development principles (rules) were summarized. Considering to analysis part online auction model that can help companies increase sales and profits through the auction approach was designed. Experimental study has been made to verify the functionality of the proposed model. Data – jewelry – listings were collected from the world's largest online auction eBay. Quantitative and qualitative data was analyzed; the results are shown in graphs and tables. The final result was derived under the rules of price categories to choose the basic parameters of an auction: the starting price, auction duration and reliability. New benefit option was introduced, which enabled to compare and evaluate the obtained rules. Different methods were used to generate and evaluate auction rules. One of them is self organizing map (SOM). Its aid was used to classify the data. The statistical analysis method was used to evaluate the separation of most effective auction rules. "Statistica" Association Rules method generated rules in accordance to qualitative data. |
