电子商务

作者简介

《电子商务(英文精编版)(第8版)》是一本均衡讲述电子商务中商务问题和技术问题的教科书，既不是避开技术谈管理，也不是通篇陷入技术细节之中，达到了技术与管理、管理与实务的有机结合。全书分为四篇，即概述篇、业务战略篇、技术篇和整合篇。较之旧版，新版力求反映出电子商务领域中的最新变化以及企业和社会如何响应这些变化。新增的内容包括：品牌作用和在线销售的品牌产品，音乐和影视产品在线销售的新进展，移动商务中的融合作用，文字广告的新形式，移动用户和Web，社会网络站点，小额贷款方面的进展，在线客户关系管理软件等。

《电子商务(英文精编版)(第8版)》定位明确、体例新颖、结构合理、内容全面、评议精炼、叙述清晰、适合作为高等院校相关专业的电子商务课程教材，也可供企业经营管理者和从事电子商务的专业人士参考。





 强力推荐：E-Business 英文原版火热发售

书籍目录

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

编辑推荐

《电子商务(英文精编版)(第8版)》是由机械工业出版社出版。

前言

E-Business, Eighth Edition provides complete coverage of the key business and technology elements of electronic commerce. The book does not assume that readers have any previous electronic commerce knowledge or experience,In 1998, having spent several years doing electronic commerce research, consulting, and corporate training, I began developing an undergraduate business school course and an MBA-level course in electronic commerce. Although I had used a variety of books and other materials in my corporate training work, I was concerned that those materials would not work well in university courses because they were written at widely varying levels and did not have the pedagogic organization and features, such as review questions, that are so important to students.After searching for a textbook that offered balanced coverage of both the business and technology elements of electronic commerce, I concluded that no such book existed. The first edition of E-Business was written to fill that void. In the subsequent editions, I have worked to improve the book and keep it current with the rapid changes in this dynamic field. The eighth edition includes many updates to the content that reflect the rapid changes that are occurring in electronic commerce today.

内容概要

Gary P．Schneider，目前是美国奎尼皮亚克大学会计系的William S．Perlroth教授，曾先后任教于圣迭戈大学、田纳西大学、赛维尔大学，讲授电子商务、数据库设计、供应链管理和管理会计等课程，多次获得优秀教学奖。迄今为止，他在会计、信息系统、管理学方面已经出版了50多部著作，并在《lnterfaces》、《IS Audit＆Conlrol Joumal》、《Joumal oflnformation Systems》等许多权威刊物上发表了。90余篇研究论文。他在美国会计协会非常活跃，现任《Accounling lnformationSystems and Technology Reporter》的编辑，并同时兼任多个权威期刊的编委。他在开始学术生涯之前，在俄亥俄州作为CPA(注册会计师)工作了14年。

章节摘录

插图：Network EffectsEconomists have found that most activities yield less value as the amount of consumption increases. For example, a person who consumes one hamburger obtains a certain amount of value from that consumption. As the person consumes more hamburgers, the value pro-vided by each hamburger decreases. Few people find the fifth hamburger as enjoyable as the first. This characteristic of economic activity is called the law of diminishing returns. In networks, an interesting exception to the law of diminishing returns occurs. As more people or organizations participate in a network, the value of the network to each participant increases. This increase in value is called a network effect.To understand how network effects work, consider an early user of a fax machine. When fax machines were first introduced, few companies had fax machines. The value of each fax machine increased as more companies purchased fax machines. As the network of fax machines grew, the capability of each individual fax machine increased because it could be used to communicate with more companies. The increase in the value of each fax machine is the result of a network effect.

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