中国汽车行业从上世纪80年代开始发展起来，随之而来的就是不断增长的二手车交易需求。而国外成熟市场的实践中，二手车拍卖平台在二手车流通领域起着重要的资源配置和流转枢纽的作用，其拍卖效率的优化和提升对于整个行业的流通效率都有正向和积极的意义。拍卖是经典的价格发现机制。传统的拍卖理论和拍卖机制设计主要研究了在不同假设下的拍卖模型以及不同拍卖参与方决策机制，并且对影响拍卖效率的各种因素进行理论分析，但是在二手车拍卖平台的实证研究和分析还相对较少。当前中国二手车市场更是存在一些基础设施缺乏的问题，如车辆信息的整合，行业检测和估值标准的缺乏等。那么在当前国情下的二手车拍卖平台如何利用拍卖理论来设计拍卖机制，优化拍卖效率，获得商业成功？在当今互联网和大数据环境下，平台具有更多的信息优势，平台应该如何发挥自身信息优势，优化拍卖机制配置效率，提升平台收益？笔者作为二手车拍卖平台的从业人员，尝试运用拍卖理论与实践拍卖机制设计的相关内容，针对国内主要二手车拍卖平台进行调研，对拍卖机制进行较为对比和研究，从平台方视角尝试优化拍卖机制，实现平台收益最大化。首先，本文从卖方的决策周期和特点出发，分析和介绍了国内二手车拍卖平台的拍卖流程及其设计思路。并且分析了拍卖过程中出价信息的实时披露，对于当前国内二手车市场用户决策的影响因素。针对不同拍卖阶段，本文针对理论和实践中几个经典的拍卖模式，包括Vickrey拍卖、英式拍卖，以及有信息透传的Vickrey拍卖，设计较为严格的实验方案，通过对照试验的方法对比拍卖模式效率，并且通过出价行为分析、定性定量访谈等方式定位数据表现背后的原因，尝试定位拍卖模式效率差异的原因。同时，本文还探讨了在序列拍卖不同阶段的价格漂移现象，并尝试定位其背后原因。此外，本文还探讨了一些非拍卖机制因素对于拍卖效率的影响，包括不同保留价设置策略对于拍卖出价的影响，以及车况确定性对于买方出价的影响。本文在最后总结了本研究在大数据环境下，平台数据和私有信息披露对于经销商出价行为的影响，以及对于拍卖效率提升的价值，同时亦表达了未能规避之不足之处。
China‘s auto industry began to develop in the 1980s, and with it came growing demand for used cars. In the practice of mature foreign markets, the second-hand car auction platform plays an important role in the second-hand car circulation field of resource allocation and circulation hub, and the optimization and improvement of its auction efficiency has positive and positive significance for the circulation efficiency of the whole industry.Auction is the classic price discovery mechanism. Traditional auction theory and auction mechanism design mainly study auction models under different assumptions and decision mechanisms of different auction participants, and carry out theoretical analysis on various factors affecting auction efficiency, but there are relatively few empirical studies and analyses on second-hand car auction platform. At present, China‘s second-hand car market has some problems of lack of infrastructure, such as the integration of vehicle information, the lack of industry testing and valuation standards. So, under the current national conditions of the second-hand car auction platform how to use the auction theory to design the auction mechanism, optimize the auction efficiency, to achieve commercial success? In today‘s Internet and big data environment, the platform has more information advantages. How should the platform give play to its information advantages, optimize the allocation efficiency of the auction mechanism, and improve the platform income?As a practitioner of second-hand car auction platform, the author tries to use auction theory and practice related content of auction mechanism design, conducts research on major domestic second-hand car auction platforms, conducts comparative and research on the auction mechanism, and tries to optimize the auction mechanism from the perspective of the platform to maximize the platform income. First of all, from the seller‘s decision-making cycle and characteristics, this paper analyzes and introduces the auction process of the domestic second-hand car auction platform and its design ideas. And analyzes the real-time disclosure of bidding information in the auction process to the current domestic second-hand car market users decision factors. In view of different auction stages, this paper aims at several classic auction modes in theory and practice, including Vickrey auction, English auction, and Vickrey auction with transparent information transmission, and designs a relatively strict experimental scheme to compare the efficiency of auction modes through controlled trials. And through bidding behavior analysis, qualitative and quantitative interview and other ways to locate the reasons behind the data performance, try to locate the reasons for the efficiency difference of auction mode. At the same time, this paper also discusses the phenomenon of price drift in different stages of serial auction and tries to locate the reasons behind it. In addition, this paper also discusses the influence of some non-auction mechanism factors on auction efficiency, including the influence of different reserve price setting strategies on auction bid, and the influence of vehicle condition certainty on buyer‘s bid. In the end, this paper summarizes the influence of platform data and private information disclosure on dealers‘ bidding behavior and the value of improving auction efficiency under the big data environment, and also expresses the inadequacies that cannot be avoided.
