- 作 者：徐小贞编
- 出 版 社：北京：高等教育出版社
- 出版年份：2011
- ISBN：9787040331301
- 注意：在使用云解压之前，请认真核对实际PDF页数与内容!
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Unit 1 Overview of E-commerce 1
Information Box 1
1.1 Introductory Case 2
1.2 Understanding E-commerce 3
1.3 Evolution of E-commerce 6
1.4 Business Models of E-commerce 9
1.5 Unit Case 12
Online Activities 14
Ⅰ．In-class Activities 14
Ⅱ．After-class Activities 16
Ⅲ．Up-to-date Workshop 17
Key Terms and Concepts 18
Projects for Assignment 18
Unit 2 Foundations of E-commerce 19
Information Box 19
2.1 Introductory Case 20
2.2 E-commerce vs. Traditional Commerce 21
2.3 Major Categories of E-commerce 23
2.4 Benefits and Limitations of E-commerce 27
2.5 Unit Case 32
Online Activities 34
Ⅰ．In-class Activities 34
Ⅱ．After-class Activities 35
Ⅲ．Up-to-date Workshop 36
Key Terms and Concepts 37
Projects for Assignment 37
Unit 3 Infrastructure for E-commerce 38
Information Box 38
3.1 Introductory Case 39
3.2 Internet Notions 41
3.3 Web Hosting and Website 45
3.4 Internet Security 48
3.5 Unit Case 53
Online Activities 54
Ⅰ．In-class Activities 54
Ⅱ．After-class Activities 56
Ⅲ．Up-to-date Workshop 56
Key Terms and Concepts 57
Projects for Assignment 57
Unit 4 Electronic Payment Systems 58
Information Box 58
4.1 Introductory Case 59
4.2 Electronic Payment Systems(EPS)vs. Traditional Payment Systems 61
4.3 Electronic Payment Categories 62
4.4 Secure Requirements of E-payment Systems 73
4.5 Unit Case 74
Online Activities 76
Ⅰ．In-class Activities 76
Ⅱ．After-class Activities 79
Ⅲ．Up-to-date Workshop 80
Key Terms and Concepts 81
Projects for Assignment 81
Unit 5 Business Strategy of E-commerce 83
Information Box 83
5.1 Introductory Case 84
5.2 Strategic Planning Process 86
5.3 SWOT Analysis 87
5.4 E-commerce Strategy Implementation 92
5.5 Unit Case 95
Online Activities 97
Ⅰ．In-class Activities 97
Ⅱ．After-class Activities 98
Ⅲ．Up-to-date Workshop 99
Key Terms and Concepts 101
Projects for Assignment 101
Unit 6 B2B,B2C ＆ C2C E-commerce 102
Information Box 103
6.1 Introductory Case 103
6.2 Business-to-business E-commerce 105
6.3 Business-to-consumer E-commerce 111
6.4 Comparison of B2B and B2C 118
6.5 Consumer-to-consumer E-commerce 119
6.6 Unit Case 124
Online Activities 126
Ⅰ．In-class Activities 126
Ⅱ．After-class Activities 127
Ⅲ．Up-to-date Workshop 128
Key Terms and Concepts 131
Projects for Assignment 131
Unit 7 Online Advertising 132
Information Box 132
7.1 Introductory Case 133
7.2 An Introduction to Online Advertising 135
7.3 Key Terminologies in Web Measurement 137
7.4 Online Advertising vs. Traditional Advertising 138
7.5 Online Advertising Models 140
7.6 Measurement of Online Advertising 148
7.7 Unit Case 150
Online Activities 152
Ⅰ．In-class Activities 152
Ⅱ．After-class Activities 153
Ⅲ．Up-to-date Workshop 154
Key Terms and Concepts 155
Projects for Assignment 156
Unit 8 E-commerce Global Issues and Development in China 157
Information Box 157
8.1 Introductory Case 158
8.2 Global E-commerce Framework 160
8.3 Barriers to E-commerce Development 164
8.4 E-commerce Development in China 166
8.5 Features and Barriers to E-commerce Development in China 168
8.6 Unit Case 171
Online Activities 172
Ⅰ．In-class Activities 172
Ⅱ．After-class Activities 174
Ⅲ．Up-to-date Workshop 175
Key Terms and Concepts 176
Projects for Assignment 176
References 178