- 作 者：覃正，王丹萍主编
- 出 版 社：北京市：北京大学出版社
- 出版年份：2010
- ISBN：9787301053645
- 标注页数：290 页
- PDF页数：298 页
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UNIT 1 Brief Introduction to E-commerce 1
Text 1
The Emergence of E-commerce 1
Supplementary Reading 1 8
E-commerce in China 8
Supplementary Reading 2 15
Amazon—Before and After 15
Supplementary Reading 3 21
Should E-commerce Be Taxed Like Any Other Commerce 21
参考译文 25
UNIT 2 E-commerce Market Mechanism 28
Text 28
Electronic Marketplaces 28
Supplementary Reading 1 37
eBay—The Juggernaut of E-marketplaces 37
Supplementary Reading 2 43
Collaborative Commerce—The Next Big Trend in Partnering 43
Supplementary Reading 3 49
Making the Web Just another Venue for Trade-Shows 49
参考译文 53
UNIT 3 Business-to-Customer E-commerce 56
Text 56
Yesterday,Today and Tomorrow of B2C E-commerce 56
Supplementary Reading 1 64
B2B vs. B2C—More Than Just a Letter 64
Supplementary Reading 2 68
FAQ for B2C 68
Supplementary Reading 3 70
What is the Difference between B2C and B2B 70
参考译文 75
UNIT 4 Business-to-Business E-commerce 78
Text 78
Business-to-Business E-commerce 78
Supplementary Reading 1 86
B2B Marketing Strategies 86
Supplementary Reading 2 91
E-Commerce Procurement Management 91
Supplementary Reading 3 98
Research on Partner-Choosing and Web Services for B2B E-commerce in Virtual Enterprises 98
参考译文 106
UNIT 5 Consumer Behavior and Customer Services in E-commerce 109
Text 109
Customer Behavior Affects E-commerce Competitiveness 109
Supplementary Reading 1 117
E-commerce Report:Technology that promises to analyze sales data more simply and quickly could alter customer interactions 117
Supplementary Reading 2 119
Improving Customer Experience:Usability Testing Is Not Enough 119
Supplementary Reading 3 121
Five Myths in E-Commerce about Personalization 121
参考译文 124
UNIT 6 Technical Infrastructure of E-commerce 127
Text 127
Database 127
Supplementary Reading 1 135
Two Technical Infrastructures of E-commerce—Data Management and Computer Network 135
Supplementary Reading 2 142
Internet 142
Supplementary Reading 3 151
Communities in Cyberspace 151
参考译文 156
UNIT 7 Mobile Commerce 160
Text 160
Mobile Commerce 160
Supplementary Reading 1 169
M-commerce Security Challenges and Solution 169
Supplementary Reading 2 176
M-commerce at Helsana Health Insurance 176
Supplementary Reading 3 180
M-commerce in China 180
参考译文 184
UNIT 8 Online Marketing 188
Text 188
E-marketing 188
Supplementary Reading 1 197
E-marketing Strategy and Tesco's E-marketing Campaign 197
Supplementary Reading 2 204
Google and Financial Crisis 204
Supplementary Reading 3 210
Search Engine Optimization 210
参考译文 216
UNIT 9 Payment System in E-commerce 219
Text 219
Electronic Payment 219
Supplementary Reading 1 226
Electronic Funds Transfer 226
Supplementary Reading 2 232
Untraceable Digital Cash,Information Markets,and BlackNet(1) 232
Supplementary Reading 3 236
Untraceable Digital Cash,Information Markets,and BlackNet(2) 236
参考译文 241
UNIT 10 Law,Ethics in E-commerce 245
Text 245
Computer Security 245
Supplementary Reading 1 253
Computer Virus 253
Supplementary Reading 2 259
The Law of the Web for Businesses 259
Supplementary Reading 3 263
Privacy and Confidentiality in an E-commerce World 263
参考译文 273
Key to Exercises 277
References 283