경매의 성질과 유형에 관한 연구

A study on the auction system and the auation nature

In analyzing auctioning, several phases of the subject must be considerations in depth : what auctioning actually is, how it fits into the marketing structure, and how it is used as a price-making mechanism. This paper is designed to examine what auctioning is, at first of above three phases by researching on the actual condition of auction schemes in Korea. Generally speaking, there are three basic methods of price making, and auctioning is a subtype of one of them. In auctioning of price making, would-be buyers attempt to outbid one another, thus tending to force the selling price to, or at least toward, the level of the successful bidder’s highest demand price. Usually (not necessarily) auctioning requires an immediate decision by the auctioneer as to the successful bidder. It is perfectly clear that competitive bidding arrangements are fundamentally different from the other basic pricing schemes. For example, competitive bidding, in contrast with take-it-or-leave-it pricing, is a flexible pricing scheme by means of which prices are tailor-made for each transaction. Private treaty selling and competitive bidding schemes also differ widely; the former brings the seller into contact only with buyers individually, whereas the latter pits buyer against buyer. There are 3 basic auction systems utilized at following market in Korea. o. Korean Agricultural and Fisheries wholesaling market : Almost Korean Agricultural and Fisheries wholesaling market uses a special auction system. A unique auction scheme utilized in the sale of vegetable, fruit and fish in Korea and Japan only around world is the Simultaneous-Bidding system. Its distinctive aspect is that all bids are made by prospective buyers at the same time, using individual hand signs for each transaction unit. The bidding starts as soon as the auctioneer gives the signal, and the highest bidder, as determined by the auctioneer is awarded the lot. Some bidders manage to raise their bids within the allotted time after seeing the signals of others. Each of the hand signs used in a Korean auction represents a number from 1 to 9. Two- or three-digit numbers are indicated by rapidly repeated signs, or by more complicated signals. This auction system is potentially very fast. Simultaneous bidding saves time, and no examination of the goods is permitted after the preauction display. o. Flower market : Yangjae-dong flower market is the largest wholesale market selling 30% of all flowers in Korea and utilizes Dutch (Descending-Price) Auction System with electronic devices. The Dutch system, instead of starting at a relatively low price level and ascending by steps until only one bidder remains, follows a descending-price pattern. The auctioneer determines the starting figure and quotes prices at descending intervals until someone bids the item in. The descending-price scheme may be implemented either by the human voice, or electronically by the Dutch clock. Yangjae-dong take the electronic signboard on the front wall showing amount bid and number of bidder within 5 second automatically. An indicator, or hand, moves counter-clockwise through a series of numbers in descending order, stopping when a bidder presses a button to register the amount of his bid. The clock is usually located in front of deeply tiered amphitheater with a normal seating capacity or a hundred or more buyers, who sit at desks facing it. Each seat holder can stop the movement of the indicator by pressing a button when the quotation to bid. o. Antique market : Antique market located at Insa-dong in Seoul is the most famous antique market which opens the English (Ascending-Bid) Auction 3 or 4 times every year. English Auction is the most commonly used auction scheme in English-speaking countries. The principle of the ascending-bid selling scheme is very simple. The auctioneer seeks an initial bid from one of the assembled buyers with the expectation that those interested in the item or lot will bid a