电子商务 英文精编版PDF电子书下载

Part 1:IntroductionChapter 1 Introduction to Electronic Commerce 2

Electronic Commerce:The Second Wave 4

Electronic Commerce and Electronic Business 5

Categories of Electronic Commerce 5

The Development and Growth of Electronic Commerce 7

The Dot-Com Boom,Bust,and Rebirth 9

The Second Wave of Electronic Commerce 11

Business Models,Revenue Models,and Business Processes 14

Focus on Specific Business Processes 14

Role of Merchandising 15

Product/Process Suitability to Electronic Commerce 15

Advantages of Electronic Commerce 17

Disadvantages of Electronic Commerce 18

Economic Forces and Electronic Commerce 20

Transaction Costs 21

Markets and Hierarchies 23

Using Electronic Commerce to Reduce Transaction Costs 24

Network Economic Structures 25

Network Effects 26

Using Electronic Commerce to Create Network Effects 26

Identifying Electronic Commerce Opportunities 27

Strategic Business Unit Value Chains 27

Industry Value Chains 29

SWOT Analysis:Evaluating Business Unit Opportunities 31

International Nature of Electronic Commerce 32

Trust Issues on the Web 33

Language Issues 34

Cultural Issues 35

Culture and Government 37

Infrastructure Issues 39

Summary 42

Key Terms 42

Review Questions 43

Exercises 43

Cases 44

For Further Study and Research 48

Chapter 2 Technology Infrastructure:The Internet and the World Wide Web 53

The Internet and the World Wide Web 55

Origins of the Internet 55

New Uses for the Internet 56

Commercial Use of the Internet 57

Growth of the Internet 57

Emergence of the World Wide Web 59

Packet-Switched Networks 61

Routing Packets 62

Internet Protocols 63

TCP/IP 64

IP Addressing 64

Domain Names 66

Web Page Request and Delivery Protocols 68

Electronic Mail Protocols 68

Unsolicited Commercial E-Mail(UCE,Spam) 69

Markup Languages and the Web 70

Standard Generalized Markup Language 71

Hypertext Markup Language 72

Extensible Markup Language(XML) 78

HTML and XML Editors 85

Intranets and Extranets 85

Intranets 85

Extranets 86

Public and Private Networks 86

Virtual Private Network(VPN) 87

Internet Connection Options 88

Connectivity Overview 88

Voice-Grade Telephone Connections 89

Broadband Connections 89

Leased-Line Connections 91

Wireless Connections 91

Internet2 and the Semantic Web 95

Summary 97

Key Terms 98

Review Questions 100

Exercises 100

Cases 101

For Further Study and Research 104

Part 2:Business Strategies for Electronic CommerceChapter 3 Selling on the Web:Revenue Models and Building a Web Presence 110

Revenue Models 111

Web Catalog Revenue Models 112

Digital Content Revenue Models 119

Advertising-Supported Revenue Models 121

Advertising-Subscription Mixed Revenue Models 125

Fee-for-Transaction Revenue Models 126

Online Video 135

Fee-for-Service Revenue Models 136

Revenue Models in Transition 137

Subscription to Advertising-Supported Model 138

Advertising-Supported to Advertising-Subscription Mixed Model 138

Advertising-Supported to Fee-for-Services Model 138

Advertising-Supported to Subscription Model 139

Multiple Transitions 139

Revenue Strategy Issues 141

Channel Conflict and Cannibalization 141

Strategic Alliances and Channel Distribntion Management 143

Mobile Commerce 144

Creating an Effective Web Presence 145

Identifying Web Presence Goals 145

Achieving Web Presence Goals 146

Web Site Usability 151

How the Web Is Different 151

Meeting the Needs of Web Site Visitors 152

Trust and Loyalty 155

Rating Electronic Commerce Web Sites 155

Usability Testing 156

Customer-Centric Web Site Design 156

Connecting with Customers 157

The Nature of Communication on the Web 157

Summary 161

Key Terms 161

Review Questions 162

Exercises 162

Cases 163

For Further Study and Research 167

Chapter 4 Marketing on the Web 171

Web Marketing Strategies 173

Product-Based Marketing Strategies 174

Customer-Based Marketing Strategies 176

Communicating with Different Market Segments 178

Trust,Complexity,and Media Choice 178

Market Segmentation 180

Market Segmentation on the Web 182

Offering Customers a Choice on the Web 183

Beyond Market Segmentation:Customer Behavior and Relationship Intensity 183

Segmentation Using Customer Behavior 184

Customer Relationship Intensity and Life-Cycle Segmentation 186

Acquisition,Conversion,and Retention of Customers 189

Customer Acquisition,Conversion,and Retention:The Funnel Model 190

Advertising on the Web 191

Banner Ads 192

Text Ads 194

Other Web Ad Formats 195

Site Sponsorships 196

Online Advertising Cost and Effectiveness 197

Effectiveness of Online Advertising 198

E-Mail Marketing 199

Permission Marketing 199

Combining Content and Advertising 200

Outsourcing E-Mail Processing 201

Technology-Enabled Customer Relationship Management 201

CRM as a Source of Value in the Marketspace 202

Creating and Maintaining Brands on the Web 204

Elements of Branding 205

Emotional Branding vs.Rational Branding 206

Brand Leveraging Strategies 206

Brand Consolidation Strategies 206

Costs of Branding 207

Affiliate Marketing Strategies 207

Viral Marketing Strategies 209

Search Engine Positioning and Domain Names 209

Search Engines and Web Directories 209

Paid Search Engine Inclusion and Placement 210

Web Site Naming Issues 214

Summary 217

Key Terms 217

Review Questions 219

Exercises 219

Cases 220

For Further Study and Research 224

Chapter 5 Business-to-Business Online Strategies 227

Purchasing,Logistics,and Support Activities 229

Purchasing Activities 230

Direct vs.Indirect Materials Purchasing 232

Logistics Activities 234

Support Activities 235

E-Government 236

Network Model of Economic Organization 238

Electronic Data Interchange 239

Early Business Information Interchange Efforts 239

Emergence of Broader EDI Standards 240

How EDI Works 242

Value-Added Networks 246

EDI Payments 249

EDI on the Internet 249

Open Architecture of the Internet 249

Supply Chain Management Using Internet Technologies 251

Value Creation in the Supply Chain 251

Increasing Supply Chain Efficieneies 253

Using Materials-Tracking Technologies with EDI and Electronic Commerce 254

Creating an Ultimate Consumer Orientation in the Supply Chain 256

Building and Maintaining Trust in the Supply Chain 257

Electronic Marketplaces and Portals 258

Independent Industry Marketplaces 258

Private Stores and Customer Portals 260

Private Company Marketplaces 260

Industry Consortia-Sponsored Marketplaces 261

Summary 263

Key Terms 263

Review Questions 264

Exercises 264

Cases 265

For Further Study and Research 268

Chapter 6 Online Auctions,Virtual Communities,and Web Portals 273

Auction Overview 274

Origins of Auctions 275

English Auctions 275

Dutch Auctions 276

First-Price Sealed-Bid Auctions 277

Second-Price Sealed-Bid Auctions 277

Open-Outcry Double Auctions 277

Sealed-Bid Double Auctions 277

Reverse(Seller Bid)Auctions 278

Online Auctions and Related Businesses 279

General Consumer Auctions 280

Specialty Consumer Auctions 284

Consumer Reverse Auctions and Group Purchasing Sites 285

Business-to-Business Auctions 287

Business-to-Business Reverse Auctions 289

Auction-Related Services 291

Virtual Communities:Web Portals and Social Networks 295

Mobile Communications Technology 296

Mobile Business 297

Intelligent Software Agents 297

Virtual Communities 298

Early Web Communities 298

Web Community Consolidation 299

The Second Wave of Electronic Commerce:Social Networking 299

Revenue Models for Social Networking Sites 302

Summary 308

Key Terms 308

Review Questions 309

Exercises 310

Cases 311

For Further Study and Research 313

Part 3:Technologies for Electronic CommerceChapter 7 Electronic Commerce Software 318

Web Hosting Alternatives 319

Basic Functions of Electronic Commerce Software 322

Catalog Display 323

Shopping Cart 325

Transaction Processing 329

Advanced Functions of Electronic Commerce Software 330

Middleware 330

Enterprise Application Integration and Databases 331

Web Services 333

Integration with ERP Systems 336

Electronic Commerce Software for Small and Midsize Companies 337

Basic Commerce Service Providers 337

Mall-Style Commerce Service Providers 339

Estimated Operating Expenses for a Small Web Business 340

Electronic Commerce Software for Midsize to Large Businesses 342

Web Site Development Tools 342

Electronic Commerce Software for Large Businesses 344

Enterprise-Class Electronic Commerce Software 344

Customer Relationship Management Software 347

Supply Chain Management Software 349

Content Management Software 349

Knowledge Management Software 350

Summary 351

Key Terms 351

Review Questions 352

Exercises 353

Cases 354

For Further Study and Research 357

Chapter 8 Electronic Commerce Security 359

Online Security Issues Overview 361

Managing Risk 362

Elements of Computer Security 363

Security Policy and Integrated Security 363

Security for Client Computers 365

Cookies 365

Web Bugs 367

Active Content 367

Java Applets 369

JavaScript 369

ActiveX Controls 370

Graphics and Plug-Ins 370

Viruses,Worms,and Antivirus Software 371

Digital Certificates 376

Steganography 378

Physical Security for Clients 379

Communication Channel Security 379

Secrecy Threats 380

Integrity Threats 382

Necessity Threats 383

Threats to the Physical Security of Internet Communications Channels 383

Threats to Wireless Networks 384

Encryption Solutions 384

Ensuring Transaction Integrity with IIash Functions 392

Ensuring Transaction Integrity with Digital Signatures 392

Guaranteeing Transaction Delivery 394

Security for Server Computers 394

Web Server Threats 394

Database Threats 395

Other Programming Threats 396

Threats to the Physical Security of Web Servers 396

Access Control and Authentication 399

Firewalls 400

Organizations That Promote Computer Security 402

CERT 402

Other Organizations 402

Computer Forensics and Ethical Hacking 403

Summary 404

Key Terms 405

Review Questions 406

Exercises 407

Cases 408

For Further Study and Research 411

Chapter 9 Payment Systems For Electronic Commerce 415

Online Payment Basics 417

Payment Cards　　 419

Advantages and Disadvantages of Payment Cards 420

Payment Acceptance and Processing 421

Electronic Cash 424

Micropayments and Small Payments 423

Privacy and Security of Electronic Cash 426

Holding Electronic Cash:Online and Offline Cash 426

Advantages and Disadvantages of Electronic Cash 427

How Electronic Cash Works 428

Providing Security for Electronic Cash 428

Electronic Cash Systems 430

Electronic Wallets 433

Microsoft Windows Live ID 434

Yahoo!Wallet 435

Stored-Value Cards 435

Magnetic Strip Cards 435

Smart Cards 436

Internet Technologies and the Banking Industry 438

Check Processing 438

Phishing Attacks 440

Organized Crime,Identity Theft,and Phishing Attacks 443

Phishing Attack Countermeasures 445

Summary 446

Key Terms 446

Review Questions 447

Exercises 447

Cases 448

For Further Study and Research 451

Part 4:IntegrationChapter 10 Planning for Electronic Commerce 456

Planning Electronic Commerce Initiatives 457

Identifying Objectives 458

Linking Objectives to Business Strategies 458

Measuring Benefits 459

Managing Costs 460

Comparing Benefits to Costs 466

Return on Investment(ROI) 466

Strategies for Developing Electronic Commerce Web Sites 467

Internal Development vs.Outsourcing 468

Selecting a Hosting Service 472

New Methods for Implementing Partial Outsourcing 473

Managing Electronic Commerce Implementations 474

Project Management 474

Project Portfolio Management 476

Staffing for Electronic Commerce 476

Postimplementation Audits 479

Summary 480

Key Terms 480

Review Questions 481

Exercises 481

Cases 482

For Further Study and Research 485