电子商务

Preface
Part1:Introduction
Chapter 1 Introduction to Electronic Commerce
Electronic Commerce：The Second Wave
Electronic Commerce and Electronic Business
Categories of Electronic Commerce
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Preface
Part1:Introduction
Chapter 1 Introduction to Electronic Commerce
Electronic Commerce：The Second Wave
Electronic Commerce and Electronic Business
Categories of Electronic Commerce
The Development and Growth of Electronic Commerce
The Dot-Com Boom．Bust．and Rebirth
The Second Wave of Electronic Commerce
Business Models．Revenue Models．and Business Processes
Focus on Specific Business Processes
Role of Merchandising
product／Process Suitability to Electronic Commerce
Advantages of Electronic Commerce
Disadvantages of Electronic Commerce
Economic Forces and E1ectroniO Commerce
Transaction Costs
Markets and Hierarchies
Using Electronic Commerce to Reduce Transaction Costs
Network Economic Structures
Network Effects
Using Electronic Commerce to Create Network Effects
Identifying Electronic commerce 0pportunities
Strategic Business Unit Value Chains
Industry Value Chains
SWOT Analysis：Evaluating Business Unit opportunities
International Nature of Electronic Commerce
Trust Issues on the Web
Language Issues
Cultural Issues
Culture and Government
Infrastructure Issues
Summary
Key Terms
Review Questions
Exercises
Cases
For Further Study and Research
Chapter 2 Technology Infrastructure: The Internet and the World Wide Web
The Internet and the World Wide Web
Origins of the Internet
New Uses for the Internet
Commercial Use of the Internet
Growth of the Internet
Emergence 0f the W0rld Wide Web
Packet-Switched Networks
Routing Packets
Internet Protocols
TCP／IP
IP Addressing
Domain Names
Web Page Request and Delivery Protocols
Electronic Mail Protocols
Unsolicited Commercial E．Mail(UCE，Spam)
Markup Languages and the Web
Standard Generalized Markup Language
Hypertext Markup Language
Extensible Markup Language(XML)
HTML and XML Editors
Intranets and Extranets
Intranets
Extranets
Public and Private Networks
Virtual Private Network (VPN)
Internet Connection Options
Connectivity Overview
Voice-Grade Telephone Connections
Broadband Connections
Leased-Line Connections
Wireless Connections
Internet and the Semantic Web
Summary
Key Terms
Review Questions
Exercises
Cases
For Further Study and Research
Part 2：Business Strategies for Electronic Commerce
Chapter 3 Selling on the Web: Revenue Models and Building a Web Presence
Revenue Models
Web Catalog Revenue M0dels
Digital Content Revenue Models
Advertising-Supported Revenue Models
Advertising-Subscription Mixed Revenue Models
Fee-for-Transaction Revenue Models
Online Video
Fee-for-Service Revenue Models
Revenue Models in Transition
Subscription to Advertising-Supported Model
Advertising-Supported to Advertising-Subscription Mixed Model
Advertising-Supported to Fee-for-Services Model
Advertising-Supported to Subscription Model
Multiple Transitions
Revenue Strategy Issues
Channel Conflict and Cannibalization
Strategic Alliances and Channel Distribution Management
Mobile Commerce
Creating an Effective Web Presence
Identifying Web Presence Goals
Achieving Web Presence Goals
Web Site Usability
How the Web Is Different
Meeting the Needs of Web Site Visitors
Trust and Loyalty
Rating Electronic Commerce Web Sites
Usability Testing
Customer-Centric Web Site Design
Connecting with Customers
The Nature of Communication on the Web
Summary
Key Terms
Review Questions
Exercises
Cases
For Further Study and Research
Chapter 4 Marketing on the Web
Web Marketing Strategies
Product-Based Marketing Strategies
Customer-Based Marketing Strategies
Communicating with Different Market Segments
Trust, Complexity, and Media Choice
Market Segmentation
Market Segmentation on the Web
Offering Customers a Choice on the Web
Beyond Market Segmentation: Customer Behavior and Relationship Intensity
Segmentation Using Customer Behavior
Customer Relationship Intensity and Life-Cycle Segmentation
Acquisition, Conversion, and Retention of Customers
Customer Acquisition, Conversion, and Retention: The Funnel Model
Advertising on the Web
Banner Ads
Text Ads
Other Web Ad Formats
Site Sponsorships
Online Advertising Cost and Effectiveness
Effectiveness of Online Advertising
E-Mail Marketing
Permission Marketing
Combining Content and Advertising
Outsourcing E-Mail Processing
Technology-Enabled Customer Relationship Management
CRM as a Source of Value in the Marketspace
Creating and Maintaining Brands on the Web
Elements of Branding
Emotional Branding vs. Rational Branding
Brand Leveraging Strategies
Brand Consolidation Strategies
Costs of Branding
Affiliate Marketing Strategies
Viral Marketing Strategies
Search Engine Positioning and Domain Names
Search Engines and Web Directories
Paid Search Engine Inclusion and Placement
Web Site Naming Issues
Summary
Key Terms
Review Questions
Exercises
Cases
For Further Study and Research
Chapter 5 Business-to-Business Online Strategies
Purchasing, Logistics, and Support Activities
Purchasing Activities
Direct vs. Indirect Materials Purchasing
Logistics Activities
Support Activities
E-Government
Network Model of Economic Organization
Electronic Data Interchange
Early Business Information Interchange Efforts
Emergence of Broader EDI Standards
How EDI Works
Value-Added Networks
EDI Payments
EDI on the Internet
Open Architecture of the Internet
Supply Chain Management Using Internet Technologies
Value Creation in the Supply Chain
Increasing Supply Chain Efficiencies
Using Materials-Tracking Technologies with EDI and Electronic Commerce
Creating an Ultimate Consumer Orientation in the Supply Chain
Building and Maintaining Trust in the Supply Chain
Electronic Marketplaces and Portals
Independent Industry Marketplaces
Private Stores and Customer Portals
Private Company Marketplaces
Industry Consortia-Sponsored Marketplaces
Summary
Key Terms
Review Questions
Exercises
Cases
For Further Study and Research
Chapter 6 Online Auctions, Virtual Communities, and Web Portals
Auction Overview
Origins of Auctions
English Auctions
Dutch Auctions
Part 3: Technologies for Electronic Commerce
Chapter 7 Electronic Commerce Software
Chapter 8 Electronic Commerce Security
Chapter 9 Payment Systems For Electronic Commerce
Part 4 Integration
Chapter 10 Planning for Electronic Commerce
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