Electronic Commerce Fourth Annual Edition 电子商务PDF电子书下载

Introduction 2

Chapter 1:Introduction to Electronic Commerce 2

Traditional Commerce and Electronic Commerce 4

Traditional Commerce 7

Electronic Commerce 12

International Electronic Commerce 17

Economic Forces and Electronic Commerce 18

Transaction Costs 19

Markets and Hierarchies 20

The Role of Electronic Commerce 21

Network Economic Structures 22

Network Effects 23

Value Chains in Electronic Commerce 24

Strategic Business Unit Value Chains 24

Industry Value Chains 26

SWOT Analysis:Evaluating Business Unit Opportunities 28

The Role of Electronic Commerce 29

Summary 31

Key Terms 31

Review Questions 32

Exercies 32

Case 32

For Further Study and Research 34

Chapter 2:Technology Infrastructure:The Internet and the World Wide Web 37

The Internet and World Wide Web 38

Origins of the Internet 39

New Uses for the Internet 40

Commercial Use of the Internet 40

Growth of the Internet 41

Emergence of the World Wide Web 42

Packet-Switched Networks 45

Routing Packets 46

Internet Protocols 47

TCP/IP 48

IP Addressing 48

Domain Names 50

Electronic Mail Protocols 51

Web Page Request and Delivery Protocols 51

Markup Languages and the Web 53

Standard Generalized Markup Language 54

Hypertext Markup Language(HTML) 55

Extensible Markup Language(XML) 61

HTML and XML Editors 66

Intranets and Extranets 68

Intranets 68

Extranets 68

Public and Private Networks 69

Virtual Private Network(VPN) 69

Broadband Connections 71

Voice-Grade Telephone Connections 71

INTERNET Connection Options 71

Connectivity Overview 71

Leased-Line Connections 74

Wireless Connections 74

Internet2 and the Semantic Web 77

Summary 78

Key Terms 78

Review Questions 80

Exercises 81

Case 82

For Further Study and Research 83

Chapter 3:Selling on the Web:Revenue Models and Building a Web Presence 88

Business Strategies For Electronic Commerce 88

Revenue Models for Selling on the Web 89

Web Catalog Revenue Models 89

Digital Content Revenue Models 97

Advertising-Supported Revenue Models 99

Advertising-Subscription Mixed Revenue Models 103

Fee-for-Transaction Revenue Models 104

Fee-for-Service Revenue Models 111

Revenue Models in Transition 113

Subscription to Advertising-Supported Model 114

Advertising-Supported to Advertising-Subscription Mixed Model 114

Advertising-Supported to Fee-for Services Model 114

Multiple Transitions 115

Advertising-Supported to Subscription Model 115

Revenue Strategy Issues 117

Channel Conflict and Cannibalization 117

Strategic Alliances and Channel Distribution Management 118

Creating an Effective Web Presence 121

Identifying Web Presence Goals 121

Achieving Web Presence Goals 122

Web Site Usability 127

How the Web is Different 127

Meeting the Needs of Web Site Visitors 128

Trust and Loyalty 130

Rating Electronic Commerce Web Sites 131

Usability Testing 132

Connecting With Customers 135

The Nature of Communication on the Web 135

Summary 139

Key Terms 139

Review Questions 140

Exercises 140

Case 141

For Further Study and Research 142

Chapter 4:Marketing on the Web 146

Web Marketing Strategies 148

Product-Based Marketing Strategies 149

Customer-Based Marketing Strategies 151

Communicating with Different Market Segments 153

Trust and Media Choice 153

Market Segmentation 154

Market Segmentation on the Web 156

Offering Customers a Choice on the Web 158

Beyond Market Segmentation:Customer Behavior and Relationship Intensity 159

Segmentation Using Customer Behavior 159

Customer Relationship Intensity and Life-Cycle Segmentation 162

Acquisition, Conversion, and Retention of Customers 165

Banner Ads 167

Advertising on the Web 167

Other Web Ad Formats 171

E-mail Marketing 172

Permission Marketing 173

Technology-Enabled Customer Relationship Management 174

CRM as a Source of Value in the Marketspace 175

Creating and Maintaining Brands on the Web 177

Elements of Branding 177

Emotional Branding vs. Rational Branding 178

Brand Leveraging Strategies 179

Brand Consolidation Strategies 179

Costs of Branding 180

Affiliate Marketing Strategies 180

Viral Marketing Strategies 182

Search Engine Positioning and Domain Names 183

Search Engines and Web Directories 183

Web Site Naming Issues 185

Summary 188

Key Terms 188

Review Questions 189

Exercises 190

Case 190

For Further Study and Research 191

Chapter 5:Business-to-Business Strategles:From Electronic Data Interchange to Electronic Commerce 195

Purchasing Activities 197

Purchasing, Logistics, and Support Activities 197

Direct vs. Indirect Materials Purchasing 199

Logistics Activities 200

Support Activities 201

E-Government 203

Network Model of Economic Organization 205

Electronic Data Interchange 206

Early Business Information Interchange Efforts 206

Emergence of Broader EDI Standards 207

How EDI Works 209

Value-Added Networks 213

EDI on the Internet 216

Open Architecture of the Internet 216

Financial EDI 217

Supply Chain Management 219

Value Creation in the Supply Chain 219

Internet Technologies and the Supply Chain 220

Building and Maintaining Trust in the Supply Chain 223

Electronic Marketplaces and Portals 224

Industry Marketplaces 224

Private Stores and Customer Portals 227

Private Company Marketplaces 227

Industry Consortia-Sponsored Marketplaces 228

Summary 230

Key Terms 230

Exercises 231

Review Questions 231

Case 232

For Further Study and Research 233

Chapter 6:Web Auctions, Virtual Communities, and Web Portals 237

Auction Overview 238

Origins of Auctions 239

English Auctions 239

Dutch Auctions 240

First-Price Sealed-Bid Auctions 240

Second-Price Sealed-Bid Auctions 241

Open-Outcry Double Auctions 241

Sealed-Bid Double Auctions 241

General Consumer Auctions 243

Web Auctions and Related Businesses 243

Specialty Consumer Auctions 249

Business-to-Business Auctions 252

Auction-Related Services 255

Seller-Bid(Reverse)Auctions 256

Group Purchasing Sites 258

Virtual Community and Portal Strategies 259

Mobile Commerce 259

Electronic Marketplaces 260

Intelligent Software Agents 261

Push Technology 263

Virtual Communities 263

Early Web Communities 264

Web Community Consolidation 265

Web Portal Strategies 265

Summary 269

Key Terms 269

Review Questions 270

Exercises 270

Case 271

For Further Study and Research 272

Chapter 7:The Environment of Electronic Commerce:International, Legal, Ethical, and Tax Issues 275

International Nature of Electronic Commerce 276

Trust and Culture on the Web 277

Language Issues 278

Culture Issues 281

Infrastructure Issues 287

The Legal Environment of Electronic Commerce 290

Borders and Jurisdiction 290

Jurisdiction on the Internet 293

Contracting and Contract Enforcement in Electronic Commerce 296

Web Site Content Issues 302

Web-Based Crime, Terrorism, and Warfare 307

Ethical Issues 308

Ethics and Web Business Policies 309

Privacy Rights and Obligations 309

Communications with Children 312

Taxation and Electronic Commerce 314

Nexus 314

Income Taxes 314

Sales Taxes 316

Summary 317

Key Terms 318

Review Questions 318

Exercises 318

Case 319

For Further Study and Research 320

Technologies for Electronic Commerce 326

Chapter 8:Web Server Hardware and Software 326

Web Server Basics 327

Types of Web Sites 328

Web Clients and Web Servers 329

Dynamic Content 330

Various Meanings of “Server” 331

Web Client/Server Communication 331

Two-Tier Client/Server Architecture 332

Three-Tier and N-Tier Client/Server Architectures 334

Software for Web Servers 335

Operating Systems for Web Servers 335

Web Server Software 337

Finding Web Server Software Information 342

Finger and Ping Utilities 343

Web Site and Internet Utility Programs 343

Tracert and Other Route-Tracing Programs 344

Electronic Mail 345

Telnet and FTP Utilities 347

Indexing and Searching Utility Programs 349

Data Analysis Software 349

Link-Checking Utilities 350

Remote Server Administration 351

Web Server Hardware 352

Server Computers 352

Web Server Performance Evaluation 354

Web Server Hardware Architectures 356

Web Hosting Choices 359

Key Terms 363

Summary 363

Review Questions 364

Exercises 364

Case 365

For Further Study and Research 366

Chapter 9:Electronic Commerce Software 368

Basic Functions of Electronic Commerce Software 369

Catalog Display 370

Shopping Cart 371

Transaction Processing 375

Middleware 376

Advanced Functions of Electronic Commerce Software 376

Application Integration and Databases 377

Web Services 379

Integration with ERP Systems 381

Electronic Commerce Software for Small and Mid-Sized Companies 382

Basic Commerce Service Providers 384

Mall-Style Commerce Service Providers 386

Estimated Operating Expenses for a Small Web Business 389

Electronic Commerce Software for Medium-Sized to Large Businesses 390

Web Site Development Tools 390

Intershop Enfinity 391

IBM WebSphere Commerce Professional Edition 392

Microsoft Commerce Server 2002 393

Electronic Commerce Software for Large Businesses 394

Enterprise-Class Electronic Commerce Software 395

Customer Relationship Management Software 397

Supply Chain Management Software 397

Content Management Software 398

Knowledge Management Software 399

Summary 401

Key Terms 401

Review Questions 402

Exercises 402

Case 403

For Further Study and Research 404

Chapter 10:Security Threats to Electronic Commerce 406

Internet Security Issues Overview 407

Computer Security Classifications 409

Security Policy and Integrated Security 409

Intellectual Property Threats 411

Cybersquatting 411

Name Changing 413

Name Stealing 413

Threats to the Securith of Client Computers 414

Active Content 414

Steganography 425

Threats to the Security of Communication Channels 425

Secrecy Threats 426

Necessity Threats 429

Integrity Threats 429

Threats to the Physical Security of Internet Communications Channels 430

Threats to Wireless Networks 430

Threats to the Security of Server Computers 431

Web Server Threats 431

Database Threats 434

Common Gateway Interface Threats 434

Other Programming Threats 435

Threats to the Physical Security of Web Servers 436

Organizations that Promote Computer Security 437

Key Terms 440

Summary 440

Review Questions 441

Exercises 441

Case 442

For Further Study and Research 443

Chapter 11:Implementing Electronic Commerce Security 445

Electronic Commerce Security Objectives 446

History of Security in Computer Information Systems 446

Security Requirements for Electronic Commerce 447

Protecting Intellectual Property 448

Protecting Privacy of Web Site Customers 451

Digital Certificates 454

Protecting Client Computers 454

Client Security in Microsoft Internet Explorer 457

Client Security in Netscape Navigator 460

Using Autivirus Software 462

Protecting Electronic Commerce Communication Channels 462

Encryption 463

Encryption Algorithms and Standards 467

Secure Sockets Layer(SSL)Protocol 468

Secure HTTP(S-HTTP) 472

Ensuring Transaction Integrity with Hash Functions 474

Ensuring Transaction Integrity with Digital Signatures 474

Protecting the Web Server 476

Guaranteeing Transaction Delivery 476

Access Control and Authentication 478

Operating System Controls 480

Firewalls 481

Computer Forensics and Ethical Hacking 483

Physical Security 484

Summary 485

Key Terms 485

Review Questions 486

Exercises 486

Case 487

For Further Study and Research 488

Chapter 12:Payment Systems for Electronic Commerce 490

Online Payment Basics 492

Payment Cards 494

Advantages and Disadvantages of Payment Cards 495

Payment Acceptance and Processing 496

Electronic Cash 499

Holding Electronic Cash:Online and Offline Cash 502

Advantages and Disadvantages of Electronic Cash 502

How Electronic Cash Works 503

Providing Security for Electronic Cash 504

Electronic Cash Systems 505

Electronic Wallets 512

Microsoft NET Passport 514

Yahoo! Wallet 515

WЗC Micropayment Standards Development Activity 516

The ECML Standard 517

Stored-Value Cards 519

Magnetic Strip Cards 520

Smart Cards 520

Summary 525

Key Terms 525

Review Questions 526

Exercises 526

Case 527

For Further Study and Research 527

Chapter 13:Planning for Electronic Commerce 532

Integration 532

Planning Electronic Commerce Initiatives 533

Identifying Objectives 533

Linking Objectives to Business Strategies 534

Measuring Benefit Objectives 535

Measuring Cost Objectives 536

Comparing Benefits to Costs 541

Return on Investment(ROI) 541

Strategies for Developing Electronic Commerce Web Sites 543

Internal Development vs. Outsourcing 544

Selecting a Hosting Service 547

New Methods for Implementing Partial Outsourcing 548

Project Management 550

Managing Electronic Commerce Implementations 550

Project Portfolio Management 552

Staffing for Electronic Commerce 552

Post-Implementation Audits 554

Summary 556

Key Terms 556

Review Questions 557

Exercises 557

Case 558

For Further Study and Research 559

Glossary 562

Index 595