| Auction Online is a special mode of online trading via the Internet.The emergence of Auction Online has helped inject fresh blood into the auction of artworks and provide brand-new channels for it.Meanwhile,it has endowed traditional auction enterprises with greater powers.Such an auction model is of great convenience and high efficiency in that it allows bidders to bid in an auction wherever they are,whether they are on a journey or staying at home.As regards to the auction of artworks,the biggest advantage of online auction should be its wide application of Internet which keeps pace with the times and features low cost of expense,no time or space limits,and is able to maintain secrecy and provide platforms for young artists to show and advocate themselves.Nevertheless,auction online also has its natural limitation.Firstly,supervision as well as some parts of the online auction subjects are still deficient;and secondly,it hard for bidders to identify or appraise the auction targets and collections.Currently,the online auction mode in China falls into three categories:1.Auction enterprises,such as Guardian Online,website is built by themselves;2.Auction enterprises and the third party collaborate in developing network platform or auction enterprises hold online auction activities through the platform provided by the third party.A good case in this is the Poly corporation cooperating with Taobao;and 3.Internet firms(network companies)directly access to the auction circle.The appeal of the first two categories to clients along with the guarantee of rights and interests for all parties involved in the auction depend on the enterprise's reputation and public image,whereas for internet enterprise's directly accessing to the auction field,the online trading could merely be deemed as e-commerce activity due to the lack of qualification on the auction subject.And such activity is,in effect,devoid of systematic legal regulations,which causes non-standard operation.Needless to say auction online falls within the specific field of auction,but it is also different from traditional auction.Though,the former can be regarded as the latter's extension or development,in no ways and under no circumstances will auction online take the place of traditional auction.So far the auction law in our country provides for no specific rules for e-commerce network and other relevant laws still remain to be published.Thus,for the entire industry of auction online along with all participants taking part in the auction,the operating risk and transaction risk both exist and the effect of such great risks should never be underestimated.In 2009,China's artwork market took lead in stepping out of the shadow of the "post financial crisis",and realized a "V-shaped" recovery.In 2013,the market started to witness rapid growth once again,obtaining achievements that attracted and shocked the entire "world.The 2012 Art Market Report launched by Yachang Art Market Supervision Center and the art price(the information network of global art market)pointed out that in 2012,the transaction volume in the global art market amounted to 12.269 billion dollars,while the transaction volume of artworks in Chinese market alone reached 5.069 billion,accounting for 41.3%of the global market share.This allows China to become the first world's largest artwork auction market that is able to maintain its leading position for three years.Under the guidance of China's auction industry association,the widely promoted and established "Live+Internet" auction system has attained fast development and good effect.Thus,the innovation and development of the online auction mode in various aspects such as the system building,technology development and skill training have been well guaranteed and safeguarded.Such a situation has also brought new grand opportunities for the auction industry of artworks in China,particularly in the business of artwork auctioning for auction enterprises.Founded in 2007,the New Power Auction Company is one of the excellent auction enterprises that is good at seizing historical chances.Its main business field covers the relevant assets auction for artworks,judicial organizations,financial institutions,bankrupt enterprises,land ministry,corporate debt equity,telecommunication sector,and transportation department as well as the auction of intangible assets,personal property,and real estates for other consignors.The past 10 years' unceasing struggling and bountiful accumulation of experience has contributed to the establishment of the company's high-level popularity,and good brand effect and reputation in southwestern China.The company is now a member of the China Association of Auctioneers and the Sichuan Association of Auctioneers.It is also recognized as an AA state-level auction enterprise.With its unique regional advantages in Chengdu,a splendid metropolis in southeastern China,the company has developed its own professional appraisal team.Meanwhile,the company has set up various service display platforms and the new power auction networks of enterprise auctioning websites in 20 cities in Sichuan and the Chongqing municipality.Highlighted by its unique "five-in-one"style of operating system,which integrates appraisal for collections and auction targets,sales exhibition,storage,communication and auction,the company has displayed to the outside its obvious and peerless advantages.Following the guidance of the China Association of Auctioneers,the Sichuan Association of Auctioneers and the business sector,the New Power Auction company has made continuous exploration and unceasingly carried out innovation and practice,successfully completing its transition from the traditional auction to the synchronized "Live+Internet" auction,thus realizing a big leap in achieving 500 million RMB turnover in 2012,and formulating a sound development pattern.By December 2012,there had been over 5860 auction enterprises with comparatively large scale of operation in Mainland China.Yet,objectively speaking,the overall service standard offered by these auction companies still lay far behind that provided by outstanding auction enterprises abroad.And yet admittedly,a handful of AA state-level auction enterprises in China also hold great advantage in competitiveness in a certain degree.And therefore they should speed up their move in optimizing,transforming,and innovating its online auction mode and strive to improve its enterprise management level and market competitiveness by making use of the most advanced technologies.Under such circumstances,how on earth should the New Power Auction Company,which is a private enterprise in nature,seek larger and better living space,procure sustainable development for the auctioning business,and operate or innovate the auction online mode for artworks?All these call for systematic and strategic guidance and instructions.The comparative analysis method is firstly employed to explore problems emerging in the developing and innovating process of the online auction mode for China's auction industry,in particular the artwork auction industry,after a systematic comparison of the current development situation of China's traditional auction industry and that of China's artwork auction;of the advantages and disadvantages shared by the traditional auction mode and the online auction mode;and of the strength and weakness of various auction modes for artwork online auctions.The future development trend of the industry is also analyzed thereafter.Furthermore,after expounding on the operation details of artwork online auction by traditional auction enterprises,and analyzing the advantages and limitations of artwork online auction,constructive suggestions will be put forth in view of the problem of how to integrate the traditional auction and online auction under the new situation.Great emphasis is also laid on the analysis of the current development situation of the New Power Auction Company,in particular in the field of its artwork auction business.Based on the idea of innovation management,guided by the analysis method of strategic management and applying the PEST method,this paper also offers a comprehensive and systematic analysis of various external factors such as economic,political and legal,social,and technological environments faced by the New Power Auction Company.Furthermore,the Michael Porter's Five Forces Model is employed to analyze the situation of the company's competitors,as well as the environment of competition constituted by buyers and sellers;the internal environment is studied from the aspect of the company's development and its internal management,after which the SWOT matrix analysis is adopted to analyze the strength and weakness,opportunities and challenges the company currently possesses or faces.Thereafter,the overall development strategy that suits to the company's growth requirement is formulated,and a new online auction mode "City Exhibition Room+Synchronized Online Auction Mode",which takes into account the company's unique advantage,is brought forth and selected after a thorough comparative analysis of the artwork online auction mode.Safeguarding plans for the implementation of the specific strategy is also formulated here,which is hoped to provide practicable strategic safeguarding for the healthy development of the artwork online auction and offer certain theoretical guidance and reality reference for the further development of many traditional auction enterprises in the field of artwork online auction. |
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