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 投行系列：Google公司的市场设计技术(转贴) |
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安普若
[博客]
[个人文集]
头衔: 海归元勋
声望: 大师
性别: 
加入时间: 2004/02/21
文章: 26038
来自: 中国美国的飞机上
海归分: 4196257
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作者：安普若 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
Google公司的市场设计技术
作者：韩宪平
2004-5-5 15:46:29
市场设计(Market Design)是博弈论的最新应用,从前几年美国联邦通信委员会FCC用市场设计方法拍卖了无线带宽资源开始,这种关于出价(BID)的艺术引起了博弈论专家和经济学家的兴趣,不仅如此市场设计还成了一种职业,市场设计公司纷纷成立营业。GOOGLE公司四月30日申请上市，使用市场设计方法IPO（向公共招股募集资本），但是现在还没有看到GOOGLE的募股章程，还不能对GOOGLE的市场设计进行仔细的分析。但是我们现在知道一个创新的公司，各个方面都是创新的，从重要竞争力，到公司管理，到资本运作以及他的雄心勃勃的扩张计划。这几天关于GOOGLE的新闻不绝于耳，这个公司的各个方面都值得关注。
<商业周刊>5月3日的新闻分析文章
"GOOGLE拍卖的怎样和为什么"
The How and Why of Google’s Auction
问: So what do I do? Call my broker, or log on to my brokerage account and ask to buy Google shares?
答: Let’s back up first. Google will be using something called a "Dutch auction." It’s named after a process used in Holland to bid on flowers. Here’s how it works: You and everyone else makes a bid on what you would pay for a share Google stock and how many shares you would like. When all the bids are in, Google will allocate shares on a pro rata basis to anyone who has bid at or above the initial IPO price, which is set by a threshold price that Google will accept.
问: Cool! Just like shopping on eBay!
答:Yes, and no. The Google IPO will be a bit more complex than eBay (EBAY ). Google is reserving the right to change the number of shares in the IPO as well as the price during the bidding. If it finds the offering gets a bid price to its liking, it could increase the number of shares it will sell. It could also reduce the number to get the price up, but that’s less likely, given the huge interest in this IPO.
关于荷兰式拍卖,我们从博弈论网站上www.gametheory.net看到:
Dutch Auction
A type of first price auction in which a "clock" initially indicates a price for the object for sale substantialy higher than any bidder is likely to pay. Then, the clock gradually decreases the price until a bidder "buzzes in" or indicates his or her willingness to pay. The auction is then concluded and the winning bidder pays the amount reflected on the clock at the time he or she stopped the process by buzzing in. These auctions are named after a common market mechanism for selling flowers in Holland, but also reflects stores successively reducing prices on sale items.
作者：安普若 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
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 投行系列：Google公司的市场设计技术(转贴) -- 安普若 - (2125 Byte) 2004-5-06 周四, 22:29 (1711 reads)
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