The Investigation of Online Marketing Strategy: A Case Study of eBay

-Making a profit from e-commerce is becoming mature after A.D. 2000. Online auction is one of successful business model on e-commerce. For example, eBay’s trading volume is close to 4.552 billion dollars, and net profit is 1.082 billion dollars in 2005. This booming market reminds academics to do further research in this area. This research investigates the marketing strategies of online auction with 4P strategies and competitive strategy. The purpose of this study is to increase successful rate and raise final bid for online auction with effective marketing strategy. This study summarizes marketing plans from eBay, and to evaluate these plans by using inferential statistics, and conduct data analysis with description statistics. From the results of data analysis, we suggest sellers to focus on cost leadership strategy. To start with a lower price, it will attract more buyers, and increase final bid on auction. Besides, we suggest sellers to clearly describe the reasons of selling on web. Moreover, this study applies Pearson’s correlation, and multiple regression to construct a forecast model of successful rate Key-Words: Online Auction, Marketing Strategy, eBay, Inferential Statistics